Today I’ll teach you how to use the four-step momentum marketing system in a very practical way: launching a video using social media (like a Facebook group or page) or your email list or your blog or whatever method you use to communicate with your community.
This training falls under the “medium momentum” category. There’s mini-momentum, in which you might apply all four steps in one announcement or in one day, and you ask for something easy. Then there’s medium momentum, in which you apply the four steps over a series of days in several communications, and your community’s participation is bigger but still really easy. Then there’s maximum momentum, in which you apply the four-step process over an even longer period of time and build up tons of anticipation and enthusiasm for a really big thing and your community can’t WAIT for it to happen.
See, depending on what you’re launching, you use the system in different ways to accomplish the goal of asking people to take action. Remember, tell them why, tell them what, tell them how, then ask for an action. Taking all four steps brings people deeper into your community, puts them in the same space as you, it’s friendly and shows kindness, and you use the sharing process to the max even if you’re sharing a small thing.
And it is so easy to duplicate no matter your skill level, completely independent of technological skills, product knowledge, the size of your downline, or almost any other reason you can think of to not implement the four steps in your marketing. You can do this, and you can teach this to your team.
Let’s jump right into how this applies to an actual real-life example. Download the script How to Promote a Training Using Facebook by looking at this page. This formula, like I said can be applied to just about anything, but seeing it laid out in this example and the other examples I’ll show you later helps it all make sense.
So you formulate a plan to make a video. You may have made dozens of videos before, or this may be your first one. Doesn’t matter. Let’s say you want to make a video about the Premium Starter Kit, because that’s a great place to start sharing essential oils with new people.
Step One in the momentum marketing formula is to get at the “why” of why this video should be interesting to someone. You can easily get at the “why” by asking questions in your community. In this example, I’ll use a Facebook group or page as the communication method with your community, but like I said you can use any communication method and just modify the process a bit.
“Why” involves emotions and transformation. Go to your Facebook group and ask two to four questions, spaced out over a couple or three days, allowing time for answers and conversation. I’ve put some suggested questions in the script, and you should use your own words. You’re asking for help and engaging your community in creating the Premium Starter Kit video, getting them excited and allowing them to help. Just remember: Why involves emotions and transformation.
Now, let’s approach the “what”. This develops the information part, the thinking part, as opposed to the feeling part. What should people know about the Premium Starter Kit? And, more importantly, what should people know in addition to the products? Ask your community! I made some suggestions in the script, but the group mind can brainstorm far better than a single mind. Engage your community (and don’t forget to say thank you) and they will be much more likely to watch the end result themselves and share it with others, spreading the Young Living message. Remember, what involves thinking and information.
Step three is “how”, building anticipation for the moment you release your video. Spread two to four posts over a day or two as I’ve suggested in the script, using your own words and being responsive to your community. By now, conversation should be easy with a little prompting to keep interest levels high. You’re aiming for enthusiasm here, so stay on top of your posting and responses so you don’t lose momentum. The key point to remember is the how stage builds anticipation.
Then you get to the big day: Your video about the Premium Starter Kit, using the feeling and thinking (why and what) suggestions supplied by your community in steps one and two, is finished, edited and ready for release. So, go ahead and release it! Ask your community to view it and give you feedback and share, share, share.
The whole process could take a week or ten days, but the actual time you spend gaining momentum could be a total of 20 minutes spread out over that time period. Those minutes are incredibly well spent because you’ve built a better relationship with your community, showed you care and value your people, and gotten them excited to see what you’ll do next. That’s completely priceless.
Four steps. Do you think you could do that? Do you think you could apply it to other situations? Do you think the business-builders in your organization could do it? A little practice makes the process flow more smoothly until it becomes second nature. It’s all about sharing and giving value and showing love to your people.
I’ve been brainstorming up a storm on this momentum marketing idea. I have pinpointed several topics based on suggestions I’ve gotten so far from my community, and I’m putting together a short, learn-at-your-own-pace training series based on those suggestions. But now that you’ve read this article and watched how the process unfolds, how do you think it could be applied in a Young Living business? What other launches could you do, using this four-step process? Why would it be important to use a process to help you plan and gain momentum?