Yes, we’ve all seen them before. Fast cars, yachts and exotic destinations trying valiantly to “sell” the dream business in which you can make a squillion dollars living the life of your dreams and working only the hours that suit you.
Sound too good to be true? Maybe it’s not – but I’m willing to bet that many, if not most, of your readers think the same.
It’s no secret that many of the self employment/work from home/business opportunities you see do create millionaires, and provide wonderful, flexible work options for those of us who want to take charge of our own financial destinies and don’t want to be locked into the traditional 9 to 5.
Having said that, however, many of the ads you see for businesses like this just simply have a “too good to be true” ring about them.
Selling your business opportunity
If you have a business like this and you’re looking to find people who may be interested in your opportunity, try to remember that most of us are a cynical lot.
While your “rags to riches” style ad might well get the phone ringing, once people find out the true details, you may find that you lose a whole lot. And that’s a whole lot of wasted time for you.
Many of the ads you see for businesses like this play the numbers game. Their philosophy is this – get enough people in and some will actually sign. While they may sign, getting them to actually work the business (which is where you make your money) will prove a much harder exercise.
What you really want (isn’t it?) is passionate people who are self motivated and who willing want to find a business that fits with them and work it hard.
Writing your Ad
Instead of the blue sky promises, try to write your ad from a realistic standpoint. The whole “no calling, no selling, no parties, etc” spiel also doesn’t work. No business has ever worked without any selling involved. And deep down, we all know it.
Tell your readers about the business, what makes it great, why you love it and what it’s done for you. Human interest stories are fantastic and create a relationship between you and the reader.
Tell them how they will need to sell. It is over the phone, by mail, by email, face to face? Don’t tell them they won’t have to - of course they will.
Your ad should outline who the customer might be. If not “friends and family” then who? And what’s the process for getting to these people? Does your opportunity provide everything they’ll need? If so, outline what that is.
What hours will they have to work? Days? Nights? Party Plan? Weekends? Again, there’s no point spending hours selling people on your business if you find out at the end that they can’t do the hours required.
What are you selling?
Are you selling a franchise? A work from home opportunity? A party plan business? Self development courses?
Don’t do the cloak and dagger routine when you advertise. If you’re not confident enough to tell people about this great business, how can you expect them to feel confident about it?
If is it a great business opportunity, then tell people that. Be really proud of what you do and give them full details up front.
The pitchy jargon of the 80s simply doesn’t work any more – and certainly not with Aussies, cynics that we are!
Be real and let your enthusiasm shine though – and you might be pleasantly surprised by the results!
Fiona Anson is a working mum and Director of HireMeUp.com.au – a job website that works when full time doesn’t. And isn’t that just about all of us working mums! She is also Director of The Impetus Group, a consultancy that specializes in business growth, publicity, media and PR.