Expert Interview Series: John Wilson of Marketer Maker About Using Email Marketing and Mass Text Messaging For MLM Opportunities
After building up a multi-million-dollar property portfolio and then selling his property management business for six figures in 2012, John Wilson returned to his tech-geek roots and applied them to the somewhat antiquated network marketing industry – with startling results. We had a chance to speak with the founder of Marketer Maker about how it’s possible to combine the vintage business model of multi-level marketing with modern digital marketing techniques to achieve business and financial success.
Your website says that you “didn’t just pop out of the womb” as a network marketing guru. Tell us about your journey in this field.
Like many in the MLM field, I had a number of failed attempts before I “struck gold,” as it were. After each and every time, I said “never again” – but I was always tempted back in.
With the first company I tried (a utilities supplier), I actually allowed myself to be persuaded back into several years later. The first time I failed because I didn’t really know what I was doing; the second time I failed because I just didn’t have time, since my property management business was taking up all my time.
The next one I tried was actually recommended to me by an actor from London, who stayed with me when I was doing Airbnb a few years ago. This one was a vitamin/energy drink company; and much as I liked the product, I just couldn’t get behind it.
My first true success with MLM was when an old real estate contact made me an “offer I couldn’t refuse.” I was still busy with my other businesses, but I finally discovered the power of applying internet marketing to MLM when I kickstarted a team of nearly 200 with a webinar to people who were on a list that I had already compiled in the real estate niche. The problem there turned out to be that that company actually discouraged online marketing techniques! Happily, I have now discovered an opportunity that not only allows them, but positively encourages internet marketing.
Many people cringe when they hear the phrase “multi-level marketing.” Is this reaction warranted?
Yes, it’s a sad fact that the industry’s reputation has been brought down by the needy, unprofessional behavior of many reps. I won’t even start on the whole “pyramid” thing; everyone with half a brain knows that pyramid selling is illegal and has nothing to do with any reputable network marketing opportunity.
If someone said to you, “I’m never going to engage in multi-level marketing. I value the relationships with my friends and family too much,” what would your response be?
I’d say: the very last thing you want to do is market a product or service to your friends and family!
If you think about it, why would you even bother selling to a group of people who have never put their hand up to say that they’re interested in your product or opportunity? Of course you wouldn’t! Good sense dictates that you’d want to sell to people who are interested. And internet marketing allows you to do just that!
Since you refer to “attraction marketing” on your site, could you define this term for us and tell us how it can help a business succeed?
In the traditional network marketing model, you are instructed to chase down your customers and prospects. The problem with this is that the more you chase people, the more you repel them – which is a big fat waste of time.
Attraction marketing, on the other hand, says that by providing value to your audience (be that through social media, a blog, etc) in the form of great content, prospects will actually be drawn to you.
OK… so is it really possible to start with practically nothing and use e-mail marketing to develop a thriving Internet marketing business?
Absolutely! All you need is an autoresponder at a paltry $20 per month and you’re good to go.
If a lead says, “No” to you, can that lead still be profitable for your business?
Yes, that’s the beauty of building a list! Once they’re on your list, you can continue to deliver value to them and promote other relevant offers to them.
What are the similarities between email marketing and text message marketing?
Well, they are both very personal ways of communicating with prospects; after all, your prospects hear from their friends via email and text message (probably even moreso via text). They’re also both extremely scalable.
One advantage I can see of text message marketing is deliverability and open rates. I would imagine that deliverability of text is somewhat higher than emails, and I’d expect that open rates are through the roof! Can you honestly say that you’ve ever received a text message and never opened it up to read it? I certainly haven’t!
Do you have any tips or suggestions for how to utilize text message marketing effectively?
Well, it goes without saying never to spam anyone. But apart from that, I think similar principles to email apply: provide value and give your prospects a good reason to click your link – for example, a voucher, a free trial or sample, or whatever. And always offer people an easy way to opt out so you don’t annoy them!
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