Most of us in Network Marketing use Opt-in pages to attract prospects to our business. However the majority of those using the Opt-in page concept are following a self-defeating strategy because of how their opportunity is presented after the prospect opts in.
The problem is that 99% of networkers using opt-in pages are taking their opt-in directly to their company’s corporate replicated site.
This is an ineffective strategy.
Most company sites are not designed primarily to persuade or sell. A prospect will have to hunt around to find the persuasive content. Good luck with that. Most company sites are designed as information brochures that attempt to be all things to all visitors. By necessity they have to be that way. The company site must deal with all the nuts and bolts of the opportunity in addition to the sizzle.
The networker that designs a persuasive campaign will take their opt-ins to an intermediate step before allowing them to go to their corporate site. That extra step is the gateway site.
The gateway site is designed to be a quick read, providing a persuasive overview to your visitor. The best gateway sites will use a combination of copy & video. It is designed to allow the visitor to develop a comprehensive concept of your deal, what's in it for them and why they should do business with your company. Click here and here to see examples of gateway sites.
When they go to the corporate site they already know the story. At the corporate site they receive further validation of the opportunity and then the timing is right for the nuts and bolts.
Another use for the gateway site is to sort your prospects. You do not want to waste your time with tire kickers and looki loos. If a prospects takes time to go through your gateway site after opt-in they are halfway to conversion.
If someone will not take the time to look at a well-designed gateway site, what makes you think they will do anything else they will be required to do to be a productive member of your team? Obviously a prospect that will not look at your site is someone who is not open to an opportunity.
Why spend your valuable time speaking with someone telling them the story of your deal when you really don’t know if they are even open or available to any opportunity at all? People will say all kinds of things just to be sociable even if they are not a prospect and can’t wait to get you off the phone or walk away. Remember the whole point of having a conversation is to move them toward your deal. Networkers have a habit of wasting time and energy telling the story when they don’t have any idea if the person is really a prospect. This is especially true for networkers who have developed the habit of slamming and who love to talk and believe that is the primary skill required to get someone into their business.
Using the gateway site will minimize the danger of "fire hosing" your prospect. Have you ever gotten off the phone with someone and feel like you need to take a shower or take a nap? Don't be one of those guys. It is well know through the industry that the biggest mistake newbies make is saying too much.
All your blind ads should take prospects to your gateway site after they opt in. People in your warm market who will take a look should be sent to your gateway site.
Cold Three Ways
Make sure your team does not bring a prospect to you for a 3 way call before the prospect visits the gateway site. If you do this your 3 ways will have a higher percentage of closings. 3 ways with a prospect that has gone through your gateway site is more about you selling yourself, your leadership and why YOU are the best leader for your prospect to do business with & why being a member of your team provides the best opportunity for success for the prospect.
Traditional 3 ways are about informing and require a leader who is skilled in relating to the prospect as well as delivering a consistent, clear presentation of the opportunity. Most of your team will not develop this skill in the beginning which means that whoever is the 'expert' will soon become overwhelmed. Doing cold 3 ways just is not sustainable as your group grows.
For an expanded discussion of the use of the Gateway Site visit here.