Chapter1 Excerpts from "

Chapter 6

Excerpts from "Vested Interest"

It's All About Communication !!
Know Your Product and What's Going On in Society

I list this as one of the 10 Things You Need to Understand because it's the reason you have your opportunity in the first place. It's the uniqueness of your product and its technology that are special.
If you don't understand this, then you will be ineffective to that degree. Over my years of involvement as an entrepreneur and a networker, I've represented a lot of products and services.
I've sold ice to Eskimos.
In my experiences with corporate trainings I've been taught that it's crucial to know about the products you're marketing. Product knowledge is crucial if you expect to become successful at what you're doing. That always has, and always will be true. My observation, over nearly 25 years in and out of network marketing, is that lack of product knowledge is one of the most glaring weaknesses for a lot of distributors. Now, understand that product knowledge doesn't just mean knowing a bunch of facts. The key is realizing what knowledge is important, and why.
Today, in our industry of network marketing, there are thousands of products available. Most of them are one-of-a-kind products, created to uniquely fit into the network marketing system. It's important to understand this so you can see where we need to go here.
Let's look at the marketplace in general. How are products sold? They're sold on the basis of features and benefits. Consumers need to know the answers to. What will the product do for me and how easy is it to use, or how convenient is it?
Whether a product is new or old, its acceptance and success all comes down to features and benefits. If you don't understand

the features and benefits your products offer, it's going to be awfully difficult if not impossible for you to pass on, or market, the products or ideas. We also need to re-visit something we touched on in Chapter 2: emotions. Practically all consumer purchases are driven by some type of emotion. We even sometimes buy things we don't need, but we buy because we get caught up in the emotion. What those purchases do is satisfy an emotional need.
And this brings up a very interesting point.
If I were going to make a decision about getting involved with a marketing company, I'd want to see the emotional impact of the product, both on myself and on others. The reason is simple. All you need to do is look around you. Notice how people communicate when they're emotionally affected by using or consuming something. If we boil that down, it's the benefit they got. I've had a lot of experience in this area and I've seen lots of products come and go and I've seen a lot of failure, because this issue was never addressed.
If we look at society as a whole, what we want to identify are the problems our product can solve. This is the language you need to learn. If we look at marketing in general, it's based on the movement of products. If your product isn't beneficial or needed and wanted, you don't stand much of a chance. The more problems and challenges you identify, the more solutions you can present, if you understand the features and benefits your products provide. And the more solutions you provide, the easier your job is

Previous Chapter

Next Chapter