The Kool Aid Deception

by Franco on November 7, 2014

I have a friend of mine who is a professional online marketer.

She was making great money in a program and noticed that some members on her team were not.

She decided to test something that she NEW would make some of her close teammates who weren’t making money… some money.

It was the simple addition of a team style MLM.

What she knew was going to happen… happened.

The way she positioned some people at the top of her organization, allowed them to begin to make money, serious money, for the first time in their entire home business career.

She (the professional marketer) kept marketing to her online list and she attracted sale after sale after sale.

These new sales were positioned under her teammates, who had never really made any money ever.

It worked… it worked great… for a while.

Online marketing worked.

All the years of consistent branding…

All the years of consistent list-building…

All the years of serving the market for free…

All the years of learning and applying marketing funnels…

All the years of learning and applying copywriting strategies…

All the years of paying out of pocket to advertise and build her list…

All the years of serving that list with hours upon hours of value only, free training…

All the years of building trust by giving…

All those online marketing strategies and skills applied daily…

All that marketing equity…

She poured down and through her teammates that she wanted to help finally make money online…

And it worked.

It worked magnificently.

They were finally making money.

Consistent money.

Then something insane happened.

As all this income producing marketing flowed down through people who had never really made any money at all online…

My friend, the professional online marketer, started to notice structural problems and system failures that hindered the ability to flow at the same speed of marketing as they had in the beginning.

Month after month after month, system errors kept preventing the momentum and sales started to slow down.

At the same time, not many people on her team were actually producing much of any kind of lead generation or sales.

Being a professional marketer, she knew something had to give…

Either the people had to learn, execute and produce leads, prospects and sales to help grow the organization, or the overall sales volume of the team would begin to collapse.

She KNEW that just having people “managing their teams” (which had been placed under them) was NOT enough. People had to market, prospect, present and sell… or it would end up being just a pile of people who were all “managing” other people but not producing.

The systematic failures with the program started causing a steady drop in sales volume month after month no matter what activity the team was producing…

On top of that, many people were acting as if they had figured out how to generate MARKETING RESULTS without actually doing any marketing at all. They began to think that by not marketing, all the original success had been achieved.

They began to drink more and more of that “results without marketing skills” kool aid.

Seeing that the best way to help and support her team would be to actually remind them, focus back on and teach them how to market effectively on the internet, something even more amazing happened…

The very same people who had never created results online, began to believe the deception, that the way to get marketing results was to NOT market online but rather to just act “as if” and to “dumb everything down” so that it was “basic” and “easy” and they truly believed the deception caused by drinking that kool aid.

They actually threw “online marketing skills” under the bus and went on to believe that if they just hungout and sang “kumbaya” online with the same 35 team members that all showed up to the same hangouts with NO PROSPECTS… that somehow, promoting THAT as a “marketing strategy” would, out of nowhere, attract leads, prospects and sales.

The more this online marketing professional tried to go back to the very thing that had caused a downline to blow up UNDER people who had never had any results online before…

…the more they promoted that “buying courses” and “creating marketing funnels” and becoming more professional in their core online marketing skills was “bullshit.”

And that the “new way” was to keep everything “basic” and “easy” and to just sales hack all day and night on facebook pitching people this revolutionary new way to “sell” without marketing or selling. But the problem with that theory was that basically NOBODY was actually doing any prospecting or selling.

As I was consulting with this friend I gave this whole sad episode a name:

THE KOOL AID DECEPTION.

They all failed to remember that it was YEARS of consistent application of online marketing skills, strategy and systems that allowed them to have any people under them to begin with.

It was MARKETING that gave them their “teams” and that marketing came from professional online marketers who were promoting and marketing and leveraging their names and brands and running that sales volume down through these very people to help them finally make money online.

It would have been extremely easy to remain focused only on the prior program and just keep making significant amounts of money instead of sacrificing a large percentage of ongoing income in order to instead, apply her skills in a different model so that her friends and teammates can finally make money too.

But the plan was to do that AND to show them HOW that was done so that they can keep growing it.

The point was to take this leverage and time to actually teach them how to become professional marketers themselves.

But instead of that…

They threw “online marketing skills” under the bus and instead, decided to keep drinking the kool aid that they can somehow just NOT market and create marketing results. They began to follow this false teaching by people who were more interested in bullshitting THEM in order to keep their MLM checks from continuing to spiral downward month after month.

One day they will come to realize with experience (hopefully before its too late) that the very thing that created their income was “professional online marketing skills” executed by professional marketers who had built a list and a following and marketed INTO that list and following and moved people from one program, into this other one.

THAT is what really happened.

There was no “magical easy system” that was all of a sudden “discovered” and that led to non-marketers suddenly blowing up and making money. It was a collection of other things that came together to create a momentum that by its very nature was short term.

It was a brief moment of leverage.

It’s those moments of short term momentum that experienced marketers have seen time and time again.

What should happen is that they be used as windows of opportunity to teach people how to actually market so that by the time the short term momentum begins to naturally slow down, the new marketers can be generating results.

Because of systemic failures and completely unacceptable errors by the program they were promoting, the team was basically left hanging and the only “leadership” was a call to “stay the course” and “just start over” and “keep on keeping on.”

The inexperienced marketers didn’t even notice the warning signs.

The upline members with financial cushions, fell back to the tried and true propaganda of trying at all costs to keep their downlines on autoship and started spinning all kinds of stories to basically protect their own checks.

In times of challenge like that, certain people go on “check protection” mode and others go into reality mode and call spades, spades in order to open people’s eyes to the real issues and real solutions.

The Kool Aid Deception has happened through the years hundreds of times to all kinds of programs.

What it does, is that it allows professional online marketers to realize how they will market in the future.

It identifies people who instead of truly helping people by teaching them the importance of learning their own online marketing skills, go on a “sales volume protection” mode where basically their only answer to marketing challenges is:

1. Don’t quit.
2. Stay on autoship.
3. Everything’s going to be alright.
4. Don’t pay attention to the little man behind the curtain.
5. Just keep skipping down the yellow brick road.
6. Put the blinders on. Only buy things that make them volume.

And so the deception goes.

If you’re ever caught in this unfortunate situation, here’s what you really need to do:

1. Go back to marketing basics.
2. Elevate your skill sets.
3. Protect your business by adding things that actually sell.
4. Build your list.
5. Serve people by adding value to them, not just empty hype.
6. Focus on a market that’s actually buying easier.
7. Serve them. Never stop serving and marketing.
8. This way you’ll learn how to cash flow your business.
9. With cash flow coming from different sources, you can buy time.
10 When your program finally fixes things, you can keep building it.

NEVER throw professional marketing skills under the bus.

Chances are, the ONLY REASON you’re making any money at all is because somebody who executed professional marketing skills created your team and your income in the first place.

Don’t get suckered into believing the Kool Aid Deception is anything but a synthetic illusion.

So, what did I advise my professional online marketing friend to do?

It’s a terrible feeling to be stuck in that situation…

But here’s what I told her to do:

1. Keep marketing.
2. Realize now that you can never short cut the journey of success for others.
3. If people don’t earn it, they’ll forget how they got it.
4. They won’t learn to appreciate the skills that got their “results.”
5. They’ll get blinded by saving what they didn’t earn.
6. They’ll throw anyone and everything under the bus that comes with truth.
7. All they’ll want is their deception to continue.
8. They’ll poison other new minds with half truths and wrong advice.
9. It will never last long anyway and will eventually crumble.
10. Never, ever, do that again. Go back to marketing.
11. Market your ass off and hyper produce.
12. Don’t allow the bait and switch to happen.
13. Love them, but have them either learn marketing or learn by real life.

 

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