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In this chapter of the 17 Secrets of the Master Prospectors, John Kalench hits the nail on the head. This “secret” is more of a warning than a secret, especially if you are new to Network Marketing. Hitting your advertising targets does not necessarily require you to compete with the big boys.

Now, network marketers are paid to advertise. If we don’t advertise, we don’t get paid. There are a number of ways to advertise; some cost more money than time, and others cost more time than money.

The secret is about getting the most out of all your advertising money and time.

Choosing advertising targets

When you are new, do not choose advertising targets that puts you in competition with the big boys and the heavy hitters. Why not? Advertising is a specialist game.

John tells the story of the Greek myth about Prometheus. He stole fire from the gods on Mt. Olympus to give to humankind, and as punishment, Zeus chained him to a rock where an eagle tore at his liver. Well, until you learn where, when and how to compete against the “big boys” or “gods” with your advertising dollars, don’t do it! You might end up like Prometheus.

Expensive advertising is a speciality game and you need to be an advertising specialist to play it. If you are not, you will burn your fingers.

Choose advertising targets where the big boys don’t play.

The key is to look at where the big boys play, and don’t play there.

Small can beautiful. Find small and inexpensive ways to advertise. That way you can advertise consistently.

The first rule of the speciality advertising game is this: Don’t compete directly with advertisers who are much bigger than you are – unless you can afford to.

Why? Because at that level, it is all about consistency and dominance.

Most ads will not draw well until people see them enough times that it moves them into action – some analysts say at least fifteen times! In order to be seen, your ad must appear consistently enough and be big enough to dominate the medium – or at least dominate the page where it appears.

Choose targeted advertising targets

Everyone might need your products or opportunity, but not everyone will want it. Try to target your market. Zoom in on who it is you want to speak to. Get specific. This is called niche market advertising. Fewer people will see and respond on your ad, but they will be qualified.

Your warm market gives you home ground advantage over the big boys. Advertise to this market, people you already know or know about. Do this via flyers, newsletters, postcards, personalised emails, social media etc.

Advertising at its very best is simply saying the right things to the right people.

Action Steps:

What kind of advertising campaign would I like to create within the next ninety days to promote my business?
I want to target my message to the following groups of people:
Where would I like to advertise?
How would I like to advertise?
How much am I willing to invest each month for the next three months into my advertising budget?