I’ve been using it for 4 years. All told, for me and everybody else using it, the ebook has had over 120,000 downloads. And more than half the people that I have talked to are what I call Warriors.
They’ve struggled with M-L-M. They know they can do it and achieve the dream of financial independence, but they just haven’t quite got it right yet. They have questions. Michael Dlouhy’s story resonates with them. When I call them, they’re happy to hear from me, because they just like to talk about this business and understand how to make it work for them.
Best of all, these are people who will never, ever, ever quit. This is exactly the person you want on your team. They are dead serious about building a network marketing business. They will not be discouraged. They will not be stopped. THAT is a warrior. That is who you want to go into battle with.
And that is why Success In 10 Steps is such a hot lead generation system. I’ve never seen any other M-L-M lead generation system that brings you this type of lead time after time after time.
If you haven’t read the ebook, I strongly suggest you download it now.
If that “heavy hitter guru” you’re talking to looks at all like this buckaroo, you may want to re-think the opportunity.
At the end the first chapter of Success In 10 Steps, you’ll read the story of Michael Dlouhy going to the lady’s ranch in Texas. She invited a number of MLM leaders to her ranch to talk about her new MLM company and get feedback from people on her ideas. She wanted their advice.
What happened was, virtually all of them saw an opportunity to benefit themselves. It became about them, not her. Certainly, again, greed & ego reared their ugly heads.
One of the beautiful features of network marketing is a commission structure designed to reward people who help others become successful. That is terrific. However … in MLM, as in any other business, a lot of people will put a lot more focus on their own personal gain than they do in yours. And there’s nothing particularly wrong with that. It’s pretty much human nature to do what is in your own self-interest. That’s how life works.
However … when you are willing to damage someone else in order to satisfy your own greed, that is a totally different story. Ethical people will not do that. It’s important for your success that you choose people in your life who scrupulously avoid hurting others in their dealings.
And this story Michael tells about his Texas visit features a bunch of people who were not THAT scrupulous group of people. It’s a very worthwhile point to make with your prospects, again and again and again. It resonates with them.
I know we’ve all, at one time or another, experienced a snake or two in the upline. But where else, other than on page 20 of Success In 10 Stepsby Michael Dlouhy, will you ever see Hannibal The Cannibal connected to network marketing?
The purpose of any headline or subhead is to force the reader to keep reading … to ensure that they cannot put your piece down. And that’s how we get to the section, “Hannibal Lechter Missed His Calling.”
So if you want to keep people reading, you have to get their attention. Hannibal Lechter got a lot of attention in Silence of the Lambs because he had his friends for dinner … along with a nice chablis.
It’s pretty difficult for any onlooker not to at least take a glance at THAT train wreck!
I don’t recall exactly how I got there, but I was thinking, “I want subheads that will be riveting, that will be almost impossible to just gloss over without going to look and see exactly what it’s all about.”
So I thought of some names to insert … and I hit on Hannibal Lechter. How could anyone see the name “Hannibal Lechter” in this book and not feel forced to see how on earth Hannibal the Cannibal has anything to do with network marketing?”
So there was no rhyme or reason other than putting in a name that would rivet attention. And that’s why “Hannibal Lechter missed his calling” is one of the subheads in Success In 10 Steps.
I do not know how effective that subhead has been, but the book has certainly worked well, so I’ll assume Hannibal has done his job.
And I know for sure that YOU can creatively invoke Hannibal Lechter when you talk with a prospect. I guarantee you that nobody they’ve ever talked to before has connected Hannibal with network marketing. You will definitely create an unforgettable impression.
A lot of what determines success or failure is NOT the obvious stuff that you see and are concerned with.
Studies have shown that whether you’re talking to someone on the phone, or in person, their impression of you & what you say is based ONLY ABOUT 8% on the words you use!!
The other 92% is your body language and the sound & qualities of your voice. I’m sure it’s easy for you to understand that if you sound uncertain, no one is going to follow you. To be successful, you must sound and look like you know exactly what you are doing.
That is one of the reasons that this blog is so useful to you. The more time you spend learning about the intricacies of Success In 10 Steps, the more certainty you will have when you talk to a prospect. And as you study & gain the ability to direct them to a specific page that answers their question, you look to them like someone who really knows what they are doing.
And when they see you that way, it’s a big key to their desire to work with you.
This is something you just cannot afford to shortcut. So open a new text file. Read Success In 10 Steps again, and take notes by chapter. Write down what strikes you as really memorable, really useful, and note the page it’s on. Talk about it out loud. Tell what you really like. Again, write down your notes.
The better you get at this, the more confident you will sound when you speak with a prospect. When they can hear in your voice that you are certain you know what you’re talking about, you are in good shape.
It’s worth your time to take a look at the section on “Marketing Insanity” on page 17 of the Success In 10 Steps ebook by Michael Dlouhy. I was talking with a husband-and-wife on a 3-way call the other day. They’re in a company selling water filters. Their basic product is a $4,000 sale.
And they tell me, “But you can buy it over time!”
Boy! Hope springs eternal in network marketers, doesn’t it? They KNOW they can make this thing work. “Heck, they can buy it over time. This’ll work.”
So here’s the deal, which is what I told them:
“FOUR THOUSAND DOLLARS?!!!!!!!”
Are you kidding me? You HAVE to be a salesperson. You HAVE to be a salesperson to do that. A $4,000 product is a sales business. They can call it network marketing if they want, but let me ask you a question:
Does your new rep go on autoship for $4,000 a month?
I didn’t think so.
Here’s what I told them:
“Success In 10 Steps is a great tool, but it won’t work for you. You can’t use this ebook to find people who’ll spend $4K. Our system is perfect to build a relationship business, but that’s not what you have … you have a SALES business. You need to run ads to find salespeople.”
Again, it’s a $4,000 product. And THEY bought it, because it’s something they really believe in and they wanted. But they are the exception. You need REALLY targeted leads to sell that product. You sure as heck aren’t going to buy MLM leads and sell any $4,000 water filters. There’s no way you can recruit those people, because they won’t buy the product.
There was a time when it was pretty standard in MLM to advertise for salespeople, but not so much anymore. Traditionally, salespeople haven’t done that well in network marketing, for a lot of reasons. Most of all, salespeople can’t train anyone to do what they do, and so what they do is not duplicatable.
What you want in network marketing is a lot of people, with each one doing a little bit. That is the model that works. You can build a big business with that model.
The standard for MLM has always been lotions and potions and vitamins. Outstanding nutritionals & personal care products that get raved about and used up and bought over and over. That is the type of product that creates residual income.
And I would go so far as to say that any product that doesn’t create residual income – people on autoship who buy automatically every month – is NOT an MLM product.
Feel free to argue if you want. But the #1 reason for doing MLM is to create an income that goes on whether you are working or not. And that ONLY happens with people on autoship.
It’s simple. No autoship = No network marketing.
That water filter customer never goes on autoship. So not only is there NO residual income, but you also must be a pretty good salesperson to sell a $4,000 product.
I’m not a salesperson. I cannot do it. Almost everybody out there cannot do it. Can you work and work and work and find someone who can?
Sure. That business has been going for awhile. Here and there, they find a salesperson. But man, what a tough way to build a business.
So it’s really helpful to know where this stuff is in the ebook because when that topic comes up – and it will – you need to be able to direct people to the source that explains their situation. That’s way better than you trying to do it yourself.
That is what I think.
Richard Dennis
PS – I would LOVE to hear your comments on this one …
The most frequent question I get about using the “Success In 10 Steps” ebook to generate leads:
“What methods do you recommend to people to advertise their ebook page?”
My friends Don Standard & Penny Dude do a 1-hour training on some unique way to advertise your ebook each week. And we’ve got over a year’s worth of these calls archived online. These trainings are priceless and … they’re free. So when I’m talking with someone, I mention these trainings. My job is just to point. Pretty uncomplicated.
You have the opportunity to listen to people who have been generating leads using the STS ebook describe exactly which online (or sometimes offline) resources they use and how they use them most effectively. You can find a ton of really good & useful information in those calls.
(And I’ll come clean here – these resources can be used for any type of advertising, not just the Success In 10 Steps ebook.)
Again, this is something ANYBODY can do. You can give people enormously valuable information without knowing anything yourself. All you need to do is point to this website & tell them to go through the archives and listen to our Thursday afternoon recorded calls.
I tell them to listen to 4 or 5 or 10 calls and to choose ONE thing that sounds good to them and that they feel comfortable doing. Well … two at the most. Better to concentrate on one to start, but you might test one against another, if you find two you really like.
And I tell them to talk with me after they’ve chosen one of these resources, and we’ll plan exactly how to use it. And if you tell your prospect that, but you don’t know the resources yourself, you can certainly put them on the line with me when they’re ready to start.
It’s critical that you NOT position yourself as the expert who knows everything. Our audio archives are a wonderful resource, and you just point them to that resource. And your new rep realizes that as they bring people into the business, they can also point people to the same resource. They don’t need to know anything.
What could be simpler? Truly, anyone can do that. It makes your business very duplicatable.
(If you would like the web address for this resource, email me: rtdennisfl AT gmail.com)
Back in October of 1990, I spent a week working for copywriting legend Gary Halbert, writing sales pieces for his clients who attended his $7,500 “Seminar by the Sea” in Key West, FL. It was probably the most incredibly mentally stimulating week of my life.
It was also the most incredibly embarrassing week of my life. But if you want to know more about that, you’ll need to read “Shortheads.”
Shortheads is the tool I used to create the Table of Contents for “Success In 10 Steps” by Michael Dlouhy. I used Shortheads to create the title “Dead Doctors Don’t Lie”, which became far-and-away the single most effective promotion in MLM history (over one-quarter BILLION audiotapes sold).
I created this tool 18 years ago, and I still use it today anytime I’m working on a project that needs a headline, title, subheads, impact sentences, etc. It’s what copywriters call a swipe file, and it is really good.
Anyway, I offer it to you at no charge. Chances are, you’ll download it and look it over and then it’ll sit on your hard drive, never used. (Do I know you or what?)
It may sound strange, but it’s very, very difficult to find actual, honest-to-goodness duplication in network marketing. Most of the time, duplication goes exactly 1 level down. Why? Because the system being used is not duplicatable. People think it will be, but the proof is in the pudding. Usually, it just does not work.
Using the “Success In 10 Steps”ebook by Michael Dlouhy in our team, Michael sponsored Don. Don sponsored Paula. Paula sponsored Judi. Judi sponsored Sarah. Sarah sponsored Marilyn. They all sponsored a lot of other people too, using the ebook, but you should focus on THIS amazing leg for 1 important reason: they all made Diamond, a very high achievement (and well-rewarded and recognized) level in our company!
I’ve been in a lot of MLM companies over the years. I started in 1976. My buddy Michael Dlouhy started a couple years later, so we have a lot of experience between us. And yet, neither of us has ever seen duplication anything like this.
If you truly want to build a successful MLM business with ANY company, I feel pretty safe in saying you won’t find a better system to use. And that probably includes the rest of your life after today, too. Considering past performance of other systems, I doubt anybody will ever come up with a better system.
Most people who start in network marketing do not have a system that duplicates. Chances of success in that situation are pretty close to zero. “Success In 10 Steps” can make all the difference in your mlm future.
Did you know there’s no saltwater in saltwater taffy?
Taffy has actually been around for nearly 1000 years, which is pretty amazing. In Atlantic City, back in the 1880s, a lot of shops sprang up when they first put up the boardwalk. One guy sold several things in his shop, including taffy.
One day, the ocean arrived and inundated his shop. After the water receded, he surveyed the damage. Lots of stuff was ruined. But the taffy tasted fine. In a moment of marketing genius, he decided to call it “saltwater taffy.”
A lot of great marketing can happen by accident. The “Success In 10 Steps” ebook by Michael Dlouhy, so popular to so many MLMers now, was originally titled “The 10 Biggest MLM Marketing Mistakes and How You Can Avoid Them.”
Many of the ideas were the same as in the final book, but the big focus was different. As Michael & I talked about the book, I realized that the focus really needed to change. The 10 biggest MLM marketing mistakes was a good idea, but not for THIS book. So the title became “Success In 10 Steps.”
Aren’t you glad? That other much longer title would be much more of a challenge to get into your ads.
