103: Writing MLM Ads... - a podcast by Steve Larsen: Automated Downline Recruiting

I wanna teach you a little bit more about HOW to create ads or write video scripts for products you’re promoting in the MLM space…. 

 

About a week ago, towards the end of the day, I knew that we were gonna go do a bunch of filming the next day for some funnels that you guys will see us launching soon…  

 

In fact, I'll tell you about one of them today. 

 

I thought, “What could we do to make a video that's off the top crazy?” 

 

Whether you're brand new in MLM, network marketing, or direct sales, whatever you choose to call it… We're all basically commission-based salesmen. 

 

Whatever it is that you are going to choose to sell… Understand that as a marketer you are a NOISEMAKER. 

 

Some people have gotten mad when I've said in the past… 

 

They're like, "Hey, look, there's enough noise out there all ready in this planet, Steve, and I don't need to be making more of it." 

 

I'm not saying make noise for noise's sake… 

 

CREATING SUCCESS IN MLM

 

I have a bunch of quotes on the ceiling in my office… 

 

I ran out of wall space because I’ve got whiteboards everywhere… So I started putting my quotes on the ceiling. 

 

There is a quote up there that says, "When you open your mouth, you are either contributing and adding value or you're just making distraction and noise and nonsense" 

 

What I'm saying is, by making noise, do things of value. 

 

That's what we ask ourselves frequently here in this office. 

 

There's several others that work here now… And we will all sit down and start thinking, “What could we do that would cause positive good noise that brings attention over to what we're doing?” 

 

It's been great and it's been a ton of fun doing that. We come up with some pretty aggressive things sometimes. 

 

I live in Boise, Idaho, right next to ClickFunnels. We had this idea to go 30 minutes away to this place where we could SHOOT. 

 

I shot a lot of guns growing up and I was in the Army for about four and a half years… I just love guns. Guns are fun when you're safe with them. 

 

I was like, "Let's do something with guns. Let's do something that's big and aggressive," 

 

We decided to go to these places and start shooting some guns and we brought our videographer with us so we could start shooting. 

 

Shooting with a camera but also shooting with a gun…  

 

I wrote this script… The purpose of the script is to go in and ruffle some feathers around a lot of false beliefs in the MLM space.  

 

I wanna read the script to you real quick so you can see how I wrote this… 

 

ADS FOR SUCCESS IN MLM

 

With any script that I write EVER… Whether it's for the Secret MLM Hacks Webinar (if you guys wanna see that, go to secretmlmhacks.com) or anything really... I always step back and think about my target audience. 

 

Whether you're: 

 

• Selling product 
• Trying to recruit
• Building or selling the products

 

… Think about the mainstream things. 

 

What are the mainstream things that my dream customer believes right now and I KNOW are WRONG?

 

Then what I do is become the OPPOSITE of that in the ad or in the script. 

 

It's one of the EASIEST ways to get a lot of attention. 

 

Let's say that you were gonna go speak to a bunch of bodybuilders and you're selling them a CrossFit program…  

 

What are all the beliefs that a bodybuilder has that you know are WRONG that could be hurting them?  

 

I'm gonna bring that out in the ad and become the exact OPPOSITE of it. 

 

I am the ANTI of that thing… Openly, loud and proud! 

 

You'll see what I mean as we go here…  

 

So what we did was… 

 

1. Bought a shotgun
2. And we bought Tannerite

 

… If you don't know what this stuff is, it's an explosive (it's legal). We got it from Dick's Sporting Goods. 

 

I went to a party store and I got tons of stuff… 

 

• A full-board cutout of Superman 
• Hans Solo
• A hundred-pound, old-school TV that we've just had sitting on the side of our house forever…  this thing's sooo heavy
• A really old Mac computer
• Lots of spray paint

 

We drove out to this place (it was a super nice day) and we went out to this clearing… 

 

THIS is the script that I wrote… 

 

NETWORK MARKETING ADS SCRIPT 

 

It starts out with me standing in a field…  

 

"Is success in MLM even possible today?" 

 

What's cool about starting anything with a question is that questions hijack brains.

 

If I was to ask you a question like, "Are you really actually gonna be successful in your MLM right now?" 

 

By default, you can't NOT think about that. That's WHY questions are such a powerful opener.

 

"Is success in MLM even possible today?" 

 

And then it backs out and I'm standing in this field with a TV…  

 

"Well, let me ask you this..." 

 

It's kind of like those Geico commercials… "Could Geico really save you 15% on car insurance?”

 

"Could a woodchuck chuck wood?" 

 

And then it goes to a woodchuck throwing wood… 

 

There's A LOT of fast cuts in this…  

 

"Is success in MLM even possible today? 

 

Well, let me ask you this…  

 

Will this old-school, hundred-pound TV explode with only four pounds of Tannerite under it?" 

 

Then it zooms away to us shooting the Tannerite and the TV flips through the air and explodes… It's really awesome! 

 

The shockwave was huge! 

 

"I'm Steve. MLM is stuck in the '90s. Hello, the internet is here!" 

 

And it's all these cool little cuts back and forth. 

 

"MLM is loaded with old-school methods like the three-way phone calls... "

 

If this offends you.. Don't get offended. Watch what I'm doing. 

 

IS SUCCESS IN MLM EVEN POSSIBLE?

 

We zoom to me standing in a Walmart parking lot and I take a step up to Colton (the other owner of Secret MLM Hacks) and go… 

 

"Hey, this guy's gonna make us a bunch of money. I don't know how, but we gotta three-way call now.”

 

He picks up a book and slaps me and I have a delayed reaction. I'm going hyperbole, slapstick, kind of over the top because I know that this is gonna be a touchy… 

 

I don't do three-way phone calls. I'm not saying that you CAN’T… I'm just saying I didn't wanna do that so I built my own system that recruits for me. 

 

In the last four days we've had NINE people join… Who I haven't spoken to but they're getting trained at this insane level because I automated the training. 

 

I'm going through three things, three methods, that I KNOW MLM believes will cause success that I don't really agree with… 

 

I said, "It's filled with old-school methods like the three-way phone call, making a huge list of uninterested family and friends and bugging them." 

 

Then it goes to me on a whiteboard writing down:

 

Total Facebook friends = 2,047

 

Total MLM leads = 2,047 

 

Then I look up to the side and go, "What island should I buy?" 

 

We've all been there and that's why this is really aggressive. 

 

MARKETING FOR SUCCESS IN MLM

 

Then I said, "And finally, fake home parties." 

 

And we set up a home party and people are wearing party hats. They're sitting there and I stand up at the front… 

 

Guys, this is REALLY controversial. If it's pissing you off, you need to watch what I'm doing and model in your MLM. 

 

I'm not trying to be offensive for offensive's sake…  

 

If someone gets offended by it, that's not the goal. I'm not trying to do that… 

 

I'm taking the mainstream beliefs, the methods that people believe are required in MLM and becoming the OPPOSITE of those because I don't agree with them. 

 

So if you're thinking about your… 

 

• MLM
• Product
• Opportunity

 

If you don't know who  your target dream customer is… That's why you're having a hard time selling in the first place. 

 

Whatever your dream target customer believes will give them success, and you're like, "No, no, no, no, no.” 

 

"You’re taking that supplement." 

 

"You have that insurance plan.” 

 

"You having that retirement thing." 

 

Have you told them that that's not true at all in a very memorable way? 

 

This is what I'm doing with this… 

 

I said, "Finally, the fake home party." 

 

We set up a home party and I'm going waaaay over the top in the video. It's hyperbole but it's to cause a point. 

 

"Hey, everyone, thanks so much for coming to my home party. I can't wait for you to buy my stuff and fuel my retirement and future because truly I never learned how to sell." 

 

Then my buddy, Colton, stands up and he goes, "This party sucks!" 

 

He slams something on the ground and then reaches out with the book again and slaps my face, with a delayed reaction. 

 

THE MLM FUNNEL AND NETWORK MARKETING SECRETS 

 

This is spicy, and it's meant to be edgy… That's partly my personality. 

 

If you don't want to be that way, you don't HAVE to. This is just something that I did. 

 

"This party sucks!"... Then it zooms to me in a studio. It's all nice, and I'm standing in front of a camera. 

 

I go, "Hey, look, I'm serious but joking. The point is us full time internet marketers are playing the MLM game completely different than what you've been taught by your upline," 

 

I said, "To be clear, YES, I am building actively in an MLM.” 

 

I HATE it when I find out someone that I'm learning from is NOT actually doing the thing that they're teaching. There are tons of MLM gurus that are out there like that. 

 

Now it zooms back to me with a shotgun and I'm walking… “Yes, to be clear," and I load it "I am building an MLM actively right now. I'm a participant in this place," 

 

"YES, I'm using the internet to grow my MLM." 

 

I look over and point at this old-school Mac. We sprayed “MLM + WEB?” with question marks all over it. 

 

"You can do that in MLM? YEAH YOU CAN! I'm doing it right now." 

 

Then I blow a shotgun round through the center of the computer. It was really fun. 

 

And then it was zooms out to me looking at it… A little bit further away Colton's loading a big rifle. 

 

MYTHS ABOUT SUCCESS IN MLM

 

I turned around to the camera and I say, "So the whole myth that you can't use the internet to grow what you're doing..." 

 

Then as we both look over and Colton lines up, and goes, BOOM! 

 

We shot five pounds of explosives under this TV, and it went flipping through the air and I said, "Myth busted, that's crap." 

 

I'm taking ALL the things that I've seen people believe about MLM constraints… 

 

I don't talk about my MLM on here… I don't name it. That’s one of the reasons I can do it. 

 

A lot of you come join my downline because of how many tools we have for you afterwards. You learn waaaay more about that in Secret MLM Hacks. 

 

I tell them, "Guys, how I'm using Facebook funnels and the internet that might surprise you… Now I personally sell programs, and books, teaching my own MLM methods. I honestly just wanna make a cool video to tell you about another fascinating book that'll help you make the transition into modern MLM." 

 

What I'm doing in the video is I'm promoting Russell's new book called "Network Marketing Secrets". 

 

I tell them, "Go to The MLM Funnel, themlmfunnel.com and get your copy from me".

 

"Get your copy of 'Network Marketing Secrets' and there's a bunch of cool bonuses there. It's called 'Network Marketing Secrets' by Russell Brunson." 

 

"While old-school MLM tactics CAN work..." 

 

Now we're zooming back to a rock face and I have a huge cardboard cutout of Superman and Hans Solo…  

 

I said, "It's like putting Hans Solo against Superman. Hans Solo was cool 30 years ago… CGI is here!" 

 

HOW TO HAVE SUCCESS IN MLM

 

"We do MLM differently. ‘Network Marketing Secrets' and the programs that I share with you will teach you HOW we're really doing MLM online, automated, without talking to anybody." 

 

“I'm not removing the person from this business. I have other MLM automated programs teaching HOW to do this and I'm hoping you buy this book and make fat stacks of cash and use some of it to come buy my programs in the future." 

 

How evil of a plan is that? 

 

And maybe you join my team…  "Here's what you're gonna get…” 

 

Then I go through and I give them a really cool offer. I'm giving them one of my recruiting funnels if they buy the book through my link. 

 

Same offer's for you, by the way. If you guys go to themlmfunnel.com it will take you over there and you'll see what the offer is. 

 

I recorded myself building a recruiting funnel in front of a live audience. They get that video course so they can see how I built all the pages… Then they get the actual funnel itself. 

 

If you don't have a ClickFunnels account, it will give you a two-week FREE trial when you click on the link. 

 

I give them the program that I train my downline with once they join me. That way they can see HOW I do it so they can go do it in their own MLM.  

 

SUCCESS IN MLM IS NOT CUTE 

 

I don't wanna marry my downline… The point for me is to build an ASSET… Not a job. 

 

Therefore I should automate certain things that I do all the time. If I'm doing them all the time, it's the same thing over and over again. Why on Earth would I not put a system in place to automate that? 

 

I give them a discount ticket to OfferMind, which I'll invite you guys to come to. It's September 2nd and 3rd. Russell Brunson will be keynoting at that. I teach you how to make a sexy offer so that you actually can outvalue your upline and downline. 

 

I said, "Sure, you may love the cute way your MLM has taught you to recruit and sell…” 

 

Then I pick up this panda (it's a pinata) and I say, "You're right. Things that are comfortable can be really cute. But what has cute and comfy actually done for you?" 

 

And then it's me slamming the thing on the ground and ripping the head off of it. 

 

It's a really aggressive ad. Go to themlmfunnel.com, because that’s where this video is going to live. You can go watch the whole thing. 

 

"But, Steve, if it's not broke, don't fix it." 

 

"No one's buying hundred-pound TVs anymore. MLM has changed." 

 

There's an analogy that I gave… You probably saw it in this past four-part series that we just did. 

 

It's not that the way MLM teaches you traditionally CAN’T work… It's like putting a Prius against a race car down a drag strip. It's so much faster. 

 

I can auto-pitch people like crazy… Far more than I ever had time to do. 

 

HOW THE BIG GUYS HAVE SUCCESS IN MLM

 

We're well over 1,500 people asking to join my downline. I didn't recruit them all because I chop a lot of of them out because it's a REAL application. But 1,500 people have asked to join my downline in the last year and a half. 

 

Learn this stuff. That's why I do this show. I know it's controversial and I know it pisses people off… Usually it's because they don't know HOW to do it and then I freak them out. 

 

Whatever, it works. We're doing it. Tons of people are. I've had multiple people recruit several hundred in a month. Just in the Secret MLM Hacks program, not my downline alone. 

 

Internet is part of the MLM future.

 

It's the way the huge guys have already been playing it. They're just not teaching you that. 

 

Then we shoot back over to me… Colton and Austin are standing on a rock with confetti rockets.

 

I say, "So, congrats." BOOM, and we all shoot the confetti out. "Throw a party because you're about to learn how the big MLMers are actually playing the game." 

 

Then I say, "Click the link below "o get all those cool bonuses and get the book and we'll ship it on out to you."

 

I just wanted to break that down so you guys can see HOW we do that. If you wanna see the actually final video go to themlmfunnel.com. It is meant to be shaking. 

 

MARKETING AND CHANGING BELIEFS IN MLM

 

A marketer does not nothing more than change beliefs in order to cause a sale. That's what marketing is. 

 

It's not…  

 

• Logos
• Slogans
• Ads

 

… That's all part of it, it's an appendage. But marketing itself is changing beliefs with the intent of a sale to happen. 

 

The first two MLMs I was in were like, "Okay, let's do some three-way phone calls. Make a huge list of your friends and family. And, by the way, you might wanna think about throwing a home party." 

 

I did those things! The three-way phone calls, the fake home parties, I made a huge list of uninterested friends and family, and it was extremely embarrassing. 

 

I still have soured relationships to this day because of that, and I hate it. I will fight it. It's the reason WHY I created such an intense ad. 

 

Go and check out themlmfunnel.com.

 

For those of you who are like, "I don't know if I should be in Secret MLM Hacks yet." Probably going to themlmfunnel.com is the place to start with if you're not ready yet. 

 

If you are wanting to go full swing, like, "Stephen, I'm ready to do this. Let's make this an actual asset." Go to Secret MLM Hacks and buy the program. 

 

We're about the raise the price on it because it's freakin' incredible. 

 

Go to themlmfunnel.com. If you're limited… That's fine, the book's $7 and it omes with all those bonuses.

 

When you go to themlmfunnel.com, I beg you to buy SLOWLY, so you can watch through all the things that I'm doing inside there.

 

CHECK OUT THE MLM FUNNEL 

 

Probably the biggest question I get is: “Steve, how are you using the internet for your personal MLM today?” 

 

To be clear, I am, but it's HOW that matters, and it's HOW that you're probably interested in. 

 

Facebook doesn't easily let you drive ads to MLM, and most MLMs won't even let you say their name on the internet, which is stupid. 

 

Despite those and other forces, I am using the internet to grow my personal downline and sell products. 

 

MLM is changing, and you're probably feeling that, right? It's why I created a little mini-course in a bundle… To show you HOW I'm doing this all today. 

 

It's called The MLM Funnel and you can get it at themlmfunnel.com. 

 

I'm doing this because you might not know WHERE to start in all of this and, secondly, because there's a cool new book by Russell Brunson called Network Marketing Secrets that I want you to go get. 

 

He's a cool guy, so I'm talking about this book a lot lately. I'm also going to give you a little bribe so you go get the book through my link. 

 

How evil of me. 

 

When you go to themlmfunnel.com and get Russell's new book, Network Marketing Secrets, I'm going to give you my Pre-built Recruiting Funnel Template, the Hack MLM Downline Onboarding Course, which is how I auto-train my downline when they join my team. 

 

ALSO, a discount ticket to my next event called OfferMind so that you can learn to outvalue your upline and downline. 

 

If you want all this for FREE, just go to themlmfunnel.com now and get a crash course into prebuilt funnel templates that I'm using with my own downline now. 

 

Again, just go to themlmfunnel.com and buy Russell Brunson's new book there, and I'll send you all those bonuses for free.

Further episodes of Secret MLM Hacks Radio

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Website of Steve Larsen: Automated Downline Recruiting