Opportunity Marketing

Of all the ways to make money, from the conventional to the less conventional, there has to be value in what is offered - significant enough to compel a purchase.  From a 6 year old selling lemonade in front of their house on a hot day, to a mansion on a bluff overlooking the ocean - both have to have perceived value.  A neighbor wants to quench their thirst and help a child, or a family with the means to afford it, wanting a stunning view of the harbor.  In either case, there is something driving the decision.

Opportunity Marketing is a bit different, in the fact that the "value" is in the "opportunity" to make money.  Although with all companies that promote money-making-opportunities, there has to be a product for sale, the real ethos that drives participation is not the products, but the money that can be earned.  The question is, is this inherently a good or bad thing?

So, let me ask a question:  Is earning money an end in itself?  Or, why do you go to work?  Or, if you don't really like your job, why do you go there every day?  Then, let me ask this question:  if there was a way to make money, where making money was the main aim of the endeavor, would this make sense to you?  This defines opportunity marketing.

Opportunity Marketing is about building a community of people who share your understanding and values regarding the notions of support, interdependence, education, continual improvement, growth, success... it is about understanding culture and "buying in" both financially and conceptually, to a set of norms that people share.

It is about honesty, transparency and helping to improve peoples' lives, one individual and one family at a time... and you are providing them the opportunity to take this step forward in their life.

So the term, Opportunity Marketing really has two connotations.  The first is the money being an "end" in itself, and the second is the impact this money can have on peoples' lives through providing an unconventional opportunity to elevate their current financial circumstances and build resources that will grow in residual fashion well into the future.

Our goal, as a marketing organization is to explain, in very simple terms, that we recognize that "unconventional" inherently means that it is not the same as selling hand-made picnic tables at a local craft fair.  In many ways, it is much more sophisticated than this.  It is a long-term proposition, that if entered into correctly - and understanding "what it takes" to be successful, that it is absolutely reasonable to expect that significant financial gain is possible, if not probable.

My job (our community's job) is to prepare you for the reality of what-it-takes; and support you in making the choices necessary to "change" how you invest very specific segments of your time in doing very specific things to build a business.  After all, opportunity is not the same as fantasy.  You create opportunity through focused effort.  We provide the structure to make it happen.

Call It What You Will

I want to talk about the maligned reputation of Network Marketing.  There are companies that utilize this model and have the naming rights to a professional sports franchise stadium (Amway Center), sponsor a major league soccer team (HerbalLife), and credibly post on major job boards as "legitimate" careers (Avon, MaryKay Cosmetics).

The problem, frankly, is not the business model itself, but the failure rate of the people trying to make it work.  These are two separate issues.

Network Marketing, Multi-Level Marketing, Affiliate Marketing, Word of Mouth Marketing... notice that they all end in the word marketing.  So what is marketing, anyway?  The simple explanation is that it is the practice of getting your message in front of someone to evaluate.  Marketing is engaging people in a conversation.

But do we need to use the word "marketing" at all?  After all, marketing presupposes a lot.  It infers there are skills, tools, strategies, budgets, value propositions that are all in place in order to make these conversations happen.

This presents a problem for Network "MARKETING".  Why?  Because most people do not come to the table equipped with the marketing skills to initiate these conversations.  Ergo, they fail.

So, if we do not call it Marketing, then what do we call it?  I think the best term is "Community Building".  Communities are groups of people who share common interests, values and goals.  This ethos of "shared" is what binds everyone to a common theme, and it can not be just about money.

Although, for a successful business to survive (and thrive), there has to be a common commitment to EVERYONE'S financial stability and security, however again, this presupposes that the skills and strategies of all community members are on equal footing.  Everyone knows that this just isn't the case.

So this begs the question of what IS the most important factor in building a community of people vested in greater financial prosperity?  My answer is this:  it is the transfer of skills and knowledge. It is a matter of ensuring that the "community" has the structures in place to ensure that 1) a student of marketing content becomes proficient and competent in engaging others with their "message", and; 2) is then able to become an effective role model and teacher, essentially a leader in the community who can be relied upon for the transference of skills and knowledge.  The goal is for everyone to become knowledgeable and competent, i.e. professional.  If this happens, people make money.  If not, something less optimal happens and the "industry" suffers from the negative reputation.

Call it what you will.  This is noble and socially redeeming work - helping people elevate themselves financially through education, accountability and a sense of belonging.   If done well, and correctly - people get rich in direct correlation to their COMPETENCE.  And, companies get rich and get the naming rights to major sports complexes - all credible and real.

Non-profits, Networks and Synergies

Any organization is a collection (or network) of people who all subscribe to something in common.  It could be a religious organization, a youth baseball or soccer league, any medical malady organization, school bands who want to march in the Rose Bowl Parade... there are many, many more as you know.

As a network of people all subscribing to a common "something" there is always the foundational need for money and funding to replace a roof on the church, build a new fence around the playing field, contribute to families in need,  caring for a sick loved one, or pay for plane fares to Pasadena for 90 kids.

The question is whether bake sales and car washes... yard sales and holiday raffles... cookie and popcorn campaigns and the like are the smartest way to go about things?  Or might there be a better way through leveraging the synergies of the participants to benefit in the process?

Obviously, this article presupposes that it does make sense to incentivize volunteer money-raisers to participate in the financial rewards of a fund raising campaign; helping themselves, society and the economy in the process.

Our model is a solution to this and I encourage anyone who is involved, directly or indirectly with raising funds for any good cause to learn how we can help.

You can find my White Paper on this subject HERE.

Earning a Living Through Helping Others

I've had a lot of different jobs in my life.  At the end of the day, I guess each has helped people in some direct or indirect way... (except maybe for selling life insurance).

There is something qualitatively different in what I do now.  I have a direct impact on the quality of people's lives that is immediate, palpable and rewarding.  This "outcome" is preceded by establishing trust and building relationships based upon common values - and competence.  This does not happen without consistent interaction in a team environment that keeps everything moving forward in a positive way with little successes along the way.

So, what are the little successes?  If your skill set is "slim", perhaps it is learning how to set up a gmail account and use it as a free auto-responder.  Perhaps it is making a commitment to turn off the TV a few nights a week and focus on business building activities.  Perhaps is it finding out who the person is at any local non-profit who is in charge of fund raising and asking for a meeting.

The key to building a business is being a student who is willing to become the teacher.  If you want to earn a living through helping others, your success will depend upon a thousand "little successes" that one day makes you an exemplary role model and teacher.

Money As an End in Itself

I view making money as an end in itself.  The vehicle used is important, but frankly it could be anything, as long as there is value derived from whatever is being sold.  In the total equation, considering all variables, my primary concern is that there is more money in my bank account and I am able to do what is best for my family.

"All the better" if something truly aligns with my values, however more important: is how the compensation is structured.  It needs to be in a way that is smart, fair and can accelerate rapidly. This gets and  keeps people's attention.  Rapid profitability minimizes risk and keeps people in the game.

This is critical in building a team of business partners.  It creates excitement and an atmosphere of success.  The affect and culture this engenders is a key driver to the growth of any organization.

On Perfection

Perfection is the enemy of good.  Let me explain.  

If you wait for something to be perfect, you will miss out on much that is good.  If you are the kind of person who needs everything to be “just so”, this may be one of the things that holds you back. 

Our business model revolves around a “good” idea that we build consensus around and make money in the process.  We make no claims about being the best, latest or greatest.  We simply strive to evoke a feeling of confidence that what we do is practical and real.  

Anything/everything has some “thing” that someone (can and will) find fault with.  We don’t claim to have our hands on something here that is perfect but do feel it is inherently worthwhile and good.

On Being a Money Mercenary

I understand that the word mercenary is a derogatory term.  It connotes someone who will do anything for money, at the expense of ethics.  This said, if I could soften it a bit by doing anything for money and maintain ethics (while helping others) - this is my jumping off point.

I want to use the term mercenary because it speaks to peoples' sense of desperation.  My brother used to say, "I'd carry my left arm around in a bag"... for something he really wanted.  It is this kind of angst and stress that I am speaking to.  He lacked something he wanted; and used this expression to state the extremes he would go to - to have it.  It is not too difficult to find people who have this level of stress about money.  So, with your indulgence, I use the term:  Money Mercenary.

So, my question really, is what people are willing to do to make a buck?  Hopefully, it is cloaked in honesty and ethics, but is there a model or rule that says you have to sell a product or service. And, if so (or if not) I want to pose the question if the act of making money is an end in itself with the product or service being secondary or agnostic?

In other words, does it matter if I sell widgets, or wagon wheels down on the corner?  Does it matter if I sell Information Products or How To Guides over the internet?  In other words, does the product really matter if the person buying it is deriving value from it and is not getting ripped off?

My contention is that it does not.  And, in this sense, I am a Money Mercenary and within reason (and the law), I will do anything to make a buck... (and) as long as it does not have the potential to embarrass my family, or me.

All this being said, at some juncture, you need to choose "the vehicle".  This is the business you will hopefully drive to the land of greater prosperity.  However, like in most trips you take, there are sometimes detours, flat tires, the AC does not work on a hot day...

My point here is this:  perfection does not exist.  You find the perfect company and then you find people make speaking and spelling errors.  Demand when launching a new program crashes the servers.  Compensation plans change.  Things go bump in the night, constantly.

All I can tell you is to find people you like and trust and stay the course.  Get involved with something and make a commitment to yourself and proclaim publicly that you are in the business of helping others by elevating their financial stability.  Build relationships.  Pull people into your community and take a genuine interest in them.  Create a culture of helping and genuine caring about people's prosperity or lack of prosperity.

People need extra money.  If you can help them see a way to earn money by starting a small business, you are doing God's work, and doing families and society a huge favor.

So, be a mercenary.  Make money (earn money) and show others how to do the same.  It does not matter what it is.  But if you are making money, you will be spending money and the economy benefits.  More importantly, however, you benefit.

Learn.  Earn.  Teach.  then.. Learn.  Earn.  Teach.  then...  Learn.  Earn.  Teach.  and you will build a thriving business.

Are you one of the Working Poor?

Here is a test.  See how many of these "Dirty Dozen" you find yourself answering "yes" to:

1.  You do not go on "real" vacations... defined as planned trips, with hotel stays that you need to fly or drive to, typically with something to do that defines the trip.

2.  You buy generic and bargain brands at the grocery store and agonize over what meat to buy because everything is so expensive.  Ultimately, you eat a lot of pasta and chicken thighs and you have gotten really good at being creative with both.

3.  You bought your car because it was what you can afford, but is not really what you would prefer to drive.

4.  If you are a woman, getting a manicure, pedicure or massage is an extravagance, and this pampering induces guilt because the money could /should have been spent on other things.

5.  When you go to a restaurant, your eyes are first drawn to the prices of things, not the menu items themselves.  You order last and typically choose what is less expensive.  More often than not, you order water.

6.  You go "way too long" between haircuts.

7.  You love finding bargains at Savers, Good Will or the Salvation Army, but you really shop there because spending $6 on a pair of pants makes infinite more sense than spending $80 at a clothing store.

8.  You are a "do-it-yourselfer" because paying people to do or fix things doesn't make sense to you.

9.  You don't take your pet(s) to the vet very often, or at all.

10.  You avoid going to specialists when referred by your Primary Care Physician because the copay is so much higher.

11.  Retirement is an elusive concept, because you have no plan, or what you have... you know will not be enough.

12.  You play the lottery, and really like the slogan, "Where else can you buy a dream for a dollar?"