Network Marketing Tip: Master Mass Psychology for Mass Prospecting Appeal

Every successful network marketer knows that you’ve got to know what your prospects are thinking and speak directly to their concerns, aspirations, and desires.

Prospecting One-on-One

If you follow your company’s recommendations and call your family and friends, you probably have a “success story” to share with prospects that has the following basic structure:

I was once…
I felt…
Then I…
And now I…

In theory, that should work. People want to relate to someone else, especially if they’re successful.

But the truth is, not everyone is a great storyteller. Not everyone has the ability to inspire every time they tell a story. More to the point, not everyone is able to convey their network marketing experiences in an inspiring way.

So, if you add in addressing groups of people — on a conference call or at a presentation — you may very well lose every prospect in the room if you’re not able to touch, move, and inspire them.

Throw in the fear that many people have of public speaking and you have a recipe for why many people fail in network marketing by trying to “prospect one-on-one.”

It is simply not duplicate-able. Just because so-and-so can address a group of 50 people and have 10 of them sign up doesn’t mean you can.

Internet Network Marketing: The Mass Audience

The Internet offers the opportunity to get out of this type of prospecting. But since your prospecting isn’t one-on-one, you can’t simply get to know the person, and use that knowledge to connect. You are now doing mass prospecting, and you have to use mass psychology to connect with your prospects.

This means you have to appeal to basic human needs. And basic human reasoning. Things that any average, normal person would respond to. When you’re telling a hundred people about your network marketing opportunity, you cannot spend the time to determine individual expectations.

There are two things every human being responds to:

1. Gaining pleasure
2. Avoiding pain
(In short: WIIFM [What's In It For Me?])

Most of our decisions are based on emotion. Emotions drives sales and responds to benefits (gaining pleasure/avoiding pain). Logic justifies the emotion. Even in network marketing.

Using mass psychology comes back to having a basic knowledge of the average person’s needs and wants, which are, in short:

• Having financial security
• Avoiding risk
• Getting out of debt
• Being healthy
• Enjoying life

While “old-school prospecting” requires speaking skills, prospecting on the Internet requires copywriting skills to generate mass appeal.

What’s On Your Prospects’ Minds?

To break this down further, consider that when people are online, they’re in different frames of mind depending on what they’re doing.

Here are a few examples:

• Search engine user

When people are searching, they’re seeking a solution to a problem or they’re getting ready to buy.

• Blog reader

When people are reading blogs, they’re in a news-getting or entertainment mindset.

• Email reader

When people are reading emails, they’re often looking to connect with people they know–friends, relatives, people they trust–and/or they’re in a “let’s be productive” frame of mind.

None of this is “a fact,” but it’s a useful model to look at how to connect with prospects on the Internet.

So, for instance, if you’re communicating with prospects or leads via email, you may want to write your email differently than you’d write, say, a “how-to” article on some technical task.

The point is: not only do you need to take into account the broader driving forces of a “mass audience,” you need to take into account where that audience is encountering your marketing material.

Mind the Gap

Now, what about this duplication thing?

One of the great things about the “personal story” in one-on-one prospecting is that it gives prospects the feeling that there’s not a big difference between your success and their ability to achieve the same success. The personal relationship can make the gap seem not so great.

It’s no use to you if your prospect thinks “that sounds wonderful for you, but there’s no way I can do that.”

When communicating to a mass audience, one way to bridge the gap is to use testimonials from average, everyday people who’ve “made it.” You need to underscore the point that your past need not determine your future. Not in network marketing. (Or in life!)

So, put yourself in your prospects’ shoes when you’re preparing your Internet marketing material and speak to these points:

• What do you want?
• How can this opportunity give you what you want?
• Here’s what I and others have accomplished.
• Anyone can do it. You can too.

Yes, you can.

Read more tips in this series:
Index: Network Marketing Tips to Become a Top Earner
Tip 1: Promote Yourself First Not Your Company
Tip 2: Master Copywriting and Maximize Your Results
Tip 3: Master Mass Psychology for Mass Prospecting Appeal
Tip 4: Learn Prospecting on a Large Scale

Wishing You the Best,
Ben Mapp

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Related posts:

1. Network Marketing Tip: Learn Prospecting on a Large Scale
2. Network Marketing Tip: Master Copywriting and Maximize Your Results
3. Network Marketing Tips to Become a Top Earner
4. Network Marketing Tip: Improve Your Self-Image, Confidence Attracts
5. Network Marketing Tip: Promote Yourself First Not Your Company