Attraction Marketing:Personal Branding – Are You Overdoing It?

by Franco on April 5, 2009

Home Business Owners (online marketing niches) are all over the place racing to be perceived as marketing “gurus” so others are attracted to working with them…

They’ve taken Attraction Marketing and Branding to the extreme… where is does NOT duplicate for others and this has caused mass overwhelm, frustration and sales organizations that DO NOT duplicate.

If you look online you’ll find the extremely few outgoing, type A, alpha 1 types full of charisma, personality and an obsessive focus on being perceived as marketing “gurus”… and the message has been…

“Work with me and I’ll show you this… and show you that…”

Most often the BUYERS are not remotely close to being like them… and it’s a futile pursuit to try and duplicate their “system” – it’s just NOT duplicatable.

You don’t hear this much – but other leaders do… we hear what happens to these charismatics all the time… they are always searching for the band aid or solution for their massive front lines that just will NOT duplicate… the usual “remedy” is that “you have to grow” and work on your personal development and skill sets… (true) but still doesn’t fix the challenge…

YOU HAVE A SYSTEM THAT IS NOT DUPLICABLE…
and it’s way too much of a hassle for every day people to reinvent the wheel each and every time…

I believe most people are not interested in the slightest in being the “guru” and learning a billion marketing tactics and working at their computer 16 hour days…

If they were… the “gurus” would be bidding on THOSE keywords… but they’re not.

You and I both know which type of keywords are being bid on… it’s the ones that make this all sound so simple and easy… so… WHY the bait and switch??

Why sell and present and position to attract people looking for SIMPLE… and AUTOMATED and DUPLICABLE… and then after they buy, IMMEDIATELY change gears to “you have to work hard” – “you have to personally brand yourself as a leader” and you have to master all these skill sets… etc…

If people really want and are looking for SIMPLE and AUTOMATED and something that duplicates… why not deliver that?

It’s not an either – or – situation… Personal branding AND an Automated and Duplicable (and consistently measurable) marketing process CAN be merged and used at the same time…

But the extremes are dangerous… most people will NEVER be or ever want to be and do what the “gurus” do.. that’s not what many of them are looking for.

But they DO need a place to personally brand and relate with like minded people. They NEED to tell their story… A Baby Boomer who has mastered the art and science of keeping this simple and communicating that to her peers is POWERFUL… no need to be some “guru” as the actual sales process and even the traffic generation can be completely and professionally outsourced…

Other baby boomers would flock to a fellow boomer that’s “got it” and keeps it simple.

Same goes for a grunt infantry rifleman on deployment that uses light branding and a duplicable marketing system to show other peers that they CAN leverage the internet to generate multiple income streams while abroad… POWERFUL… when it’s not overdone.

Here’s a bit of research on how I’ve seen and studied this happening in my own business…

After doing research with a segment of my own customers, and prospect lists and analyzing who is really BUYING these opportunities at the highest levels and what they really want…

Over 85% of recent (within 12 months) of buyers of Top Tier, high commission opportunities were Baby Boomers… there is the market and the dollars… and the interesting thing is that the “trainers” are by and large from a younger generation…

When asked which option they honestly would pick after going through some experience in the arena:

1. Keep getting trained a thousand different “marketing” things to do and spend HOURS on the computer each day “marketing”…

2. Forget all the “guru” stuff… let me outsource even the traffic generation and give me a system that duplicates and replaces six figure income streams faster…

They overwhelmingly picked (shock) – – – Option 2.

So, after tweaking my own marketing funnel to position into that niche… and putting every other cheap or overcomplicated project on autopilot and focusing…

We began attracting and closing sales of higher quality people into higher income programs.

Hmmmm… Lesson: Research and study your own customers… they’ll always tell you where you should be positioned… OR figure out what type of results and network you want to attract first… and position yourself there.

Oh yeah… and remember: People want simple. And they want to make real money not nickle and dime around and work 16 hour days typing stuff into space… People are NOT duplicable.

Lightly brand yourself and tell your story… but be sure to have a DUPLICABLE system (think McDonalds) to be giving uniform presentations day in and day out for even the newest member in your organization… that’s where the passive (big) profits are.

I combined the simple with some branding and attraction marketing and tested it in a lucrative opportunity and almost instantly started attracting higher quality people looking a more professional and serious (but not so time intensive alternative) opportunity and system. The best of both worlds?

A personal self guided tour delivers the info…

Simple, Automated Internet Business System

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Franco April 7, 2009 at 9:21 am

Hey there Rhonda, you’re right. But remember there are different business models out there and building downlines is only one of them…

There are some marketers whose goal it was to provide information and build profitable businesses… and they’ve done it in spades… whether building downlines is their main goal or not is entirely up to their own business focus…

There are other people who focus ONLY on trying to build downlines and are drowning in debt with no profits in site…

Others of course have built massively successful downlines.

It’s great there is way more than one way to build an income stream or multiple income streams form home…

That’s my point about all this personal branding at the expense of having something that can duplicate for new people who are not up to speed yet in personal branding…

I think a sweet spot is somewhere in the middle (as always)…

Bottomline is that if you’re in BUSINESS you must figure out how to make a profit whether you’re building downlines or not… and usually that means creating marketing funnels based on sound marketing principles, targeting your niche market and offering them what they are already looking for.

If you’re not doing that, you’re not making money and if you’re not making money… you’re not in business.

Franco

Rhonda April 6, 2009 at 9:45 am

I think what is funny is that fact that most of these out there claiming to be “gurus” haven’t ever really created a successful downline. Some may have income, but it is from company hopping and not getting serious about any of them.

Great article!

Terry Carter April 5, 2009 at 4:18 pm

You hit it Franco.
I laugh when I look around and see all these people claiming to be ‘Gurus’, like it’s the latest trend when it’s obvious they are not.
The other thing – about the few Alphas – most people DON’T want to become that, they just want something that won’t take up all their precious time.
How ironic the turn around – baby boomers being taught by the gen X/Yers…
Come across as somebody ‘normal’ who is making a living at this without all the song and dance and putting on heirs, will be more realistically duplicatible in the eyes of others.

Terry Carter

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