SCAM!

It’s become one of the most searched terms on Google. Almost everyone in MLM or direct sales has seen the word “scam” associated with their primary business opportunity in a Google search.

• Herbalife Scam!
• USANA Scam!
• Vitamark Scam!

In fact, if you are in an MLM or even researching one of interest, you can substitute the name of your company before “scam” and I’ll bet my retirement plan that you’ve seen it searched on Google.

It can be disheartening, annoying, and even arouse strong feelings of anger when you see these scam accusations associated with your business.

But when you take a good look at it, who is to blame? I understand that there are people out there who want something for nothing, who scream “scam” whenever they don’t get what they want. I get it.

But I will make the case that WE, as network marketers, must accept our share of the blame.

Let me explain.

When you write an ad copy that is filled with hype, with phrases like “explode your business”, “print your own money”, and alike, you are setting up an expectation. Worse, when income claims come into the picture, these expectations grow exponentially. Whether intended or not, expectations of immediate and dramatic success are the direct result of the FEELINGS your prospect gets when reading your ads and landing pages.

And when expectations aren’t met, especially those charged with such strong emotions, disappointment, anger, and shouts of “SCAM” often follow. Are they legitimate? Probably not. But nonetheless they are a DIRECT result of the words that we use to attract our prospects. There is a fine line between good, influencial ad copy and over-the-top hype. But it is an important line, one that we, as marketers should pay very close attention to.

Because when that line is crossed, and a prospect’s emotionally elevated expectations are not met, charges of SCAM are inevitable. And when this happens, all of us in the industry suffer.

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