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interaction from meeting with people, and that helps build trust. There is the important element of “social proof”. It’s valuable for the prospect to see that there are other people actively involved, and find out what those people are like. There is education on the product and the financial opportunity. They get to see first-hand the kind of support that’s involved and they realize they won’t have to do everything by themselves. In most cases, there is excitement and urgency at these events. And, they get to hear stories of how things are going for other people.
     
    Those are some of the benefits. The only downside to events is they can be difficult to schedule and confirm, especially for a brand new person. If you don’t have the skills, it’s fairly common to invite twenty people and have only one or two show up. That can be discouraging.
     
    For building a large and duplicating organization, I have found that a tool is a better first step. Remember, our goal is education and understanding. We want people to know what we have and understand how it can benefit their lives. A tool is a great way for people to become educated (and hopefully excited) in the middle of their busy lives. They might not have time to drive across town to meet with you, but they could listen to a CD in their car, watch a short DVD, read a magazine, or watch an online presentation.
     
    If you were to look back at my career, you’d see that tools changed everything for me. In 1990 my company came out with a video that was dynamic and exciting. Even though it was wildly expensive at $15 each, back then it was worth it, because when you learned how to invite people to watch that video, the results were dramatic.
     
    Everyone in the company became focused on a daily method of operation that centered around inviting people to watch our video. We allowed no distractions. Our entire culture revolved around this strategy and our growth went through the roof. Events were still very important, but they were a second step after a person watched our video.
     
    By adopting this new approach, my organization finally broke out, and I was able to enjoy the experience of having a group that grew with or without me. It was more fun than I can describe. My group grew from a few dozen to a few hundred and then to a few thousand. All I did was learn how to successfully invite people to watch a video, follow it up with an invitation to an event, and teach everyone else to do the same thing.
     
    The second career breakthrough took the form of an audiocassette. Yes, I said cassette. This was 1992 and that’s all we had. The company was launching something new and exciting, and this time I personally recorded an audio that explained the opportunity in detail. We sold it for 50 cents apiece, which covered our costs, and in less than one year, that little audiocassette sold over a million copies. We taught people how to invite prospects to take that cassette, put it in their car, and listen to it right away. The results were amazing.
     
    We trained people to get 100 cassettes at first, get them out to everyone they knew, and then had them focus on getting out two-a-day after that. Using that simple system, my income grew to almost $1 million a year.
     
    Different companies use different tools and event strategies to grow their business. Some use home parties. Some use online presentations. Some use one-on-ones with magazines and flip charts. Find what’s working best in your particular company, develop your daily method of operation, and then train your people how to effectively do the same and invite their prospects to plug in.
     
    As a professional, you are going to be inviting your prospects to review a tool or attend an event. Here’s what you’re NOT going to be doing: You’re NOT going to be pitching people and trying to dazzle the world with your wisdom. That approach will feed your ego but steal from your bank account.
     
    Let me give you my