The concept of ‘Duplication’ is a widespread idea in MLM and Network Marketing.
Unfortunately, it’s a bad idea.
Duplication is taught because it makes sense logically to most of us. They teach us, “All I have to do find about 3 people myself, then help/teach others to do the same, then help each of those 3 do the same again, and eventually I’ll grow a large organization.”
We can see how the math works here. …and it looks great on paper (or on a PowerPoint). It makes sense to us logically, and then we can rationalize it out mathematically because that’s what works in manufacturing: Make 1000’s of widgets and ‘duplicate’ them to all be the same and perfect.
Then, we get excited because we see how this whole ‘Duplication’ thing works in network marketing, and we start thinking about the money, and this is where the whole ‘residual income’ concept comes from. We say to ourselves, “…and I’m gonna get paid from the activity of all those people!”
Duplication is an illusion. A fairy tale. It’s not real.
The entire Duplication concept has FATAL FLAWS:
- Duplication is based on HOPE-marketing. This falls to several levels. First, if you’re new to network marketing, you have no personal experience even ‘getting one, who gets one, who gets one.’ So, your anticipation of getting three times that many is purely on, “I ‘HOPE’ I can get 3 people, and I ‘HOPE’ I can help them get 3,” and so on. Second, if you are experienced and have successfully recruited many people, that does not guarantee each person you recruit will, in turn, ‘Duplicate’ what you’re doing. Oh, sure, it would be fantastic if they did, and, in THEORY, it will ‘supposedly’ work out that way. But, again, if you’re experienced, you know this NEVER happens in real life. It’s a fairy tale. You ‘HOPE’ each person does the same. The reality is… most never will.
- Duplication is the OPPOSITE of marketing. Marketing is about being unique, standing out from the crowd, and being different. The more different, the better! You get someone’s attention by doing/creating something that makes them stop and say, “Hey, what’s this?! I haven’t seen this before…” Duplication is copying what someone else is doing. If all 200,000 people in a small MLM business go out and put up that company-provided web site about making money from home, how do they stand out from the crowd? How is that different? It’s NOT. Do a simple Yahoo! or Google search for “make money” and you’ll see what I’m talking about. We’ve all been inundated with so-called ‘opportunities.’ It’s time for everyone to come up with a different angle. Be different. Unique. ‘Duplication’ is actually a VERY BAD idea in marketing.
- The TOP leaders in any MLM company are not using ‘Duplication’ methods. Many current TOP leaders in any given company came from another company with a “book of clients” or a down-line they just moved over. This happens all the time. Open any MLM company-specific magazine and out of nowhere someone just appears with their picture at the top of the list. Outside of this, you’re being taught to do manual ‘grunt work’ marketing …bringing the leaders the names and numbers of everyone you know. Just ask the very TOP money earners who they used for 3-way calls when they got started …did they call the CEO with every new prospect they had. No.
Think about this…
If the idea of MLM ‘Duplication’ actually worked, everyone in the world would be an Amway distributor, nobody would be reading this article, and we’d all be sitting on our private beaches on our private islands.
So, what really does work in MLM? Something known as ‘Positioning.’
Positioning is a very powerful technique in marketing that separates you from your competition. Using proper positioning techniques, many people can be marketing the same products and services and never interfere with another because it incorporates the true ART and SCIENCE of marketing.
Please read my article on ‘Positioning’ where you will learn how to stand out from the crowd. Be unique.
Phoenix, AZ USA
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Mike Lewitz is a professional marketer and international speaker who has helped thousands of entrepreneurs and small business owners across the globe create abundance in their business through practical, proven marketing techniques. Mike holds two Bachelor’s degrees in Business Administration and Marketing from the University of Phoenix and is currently working on an MBA at Western International University.
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