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Joining and MLM Program.

Historically, Multi-Level Marketing (MLM) is a business model built on social values, reminiscent of the days when individuals looked forward to local social gatherings such as neighborhood get-togethers and ‘nights out’ with friends and family. Dating back for decades, MLM lends itself well to the social needs of individuals. Human beings want and need other human contact for their health and well being, and MLM has its roots in these human needs, combining ‘business endeavors’ with the need for group interactions among humans.

This is also the reason why MLM is sometimes referred to as Network Marketing now, the more politically correct term for MLM. Changing what it’s called, however, does not change the foundation of MLM, which is the social grouping needed by humans. This is why MLM programs have a ‘rah-rah’ feel to them and why individuals that are ‘social butterflies’ by nature seem to do well in MLM programs.

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For the past two decades, online promotional efforts by all types of business have skyrocketed, and MLM has attempted to make its mark in the online world as well. It’s somewhat more challenging online though, for any MLM program or its products, as so much of the success of any MLM program does depend on ‘making human contact’ in order to recruit members. Any MLM business and the products must ‘touch’ others in their hearts, minds and spirits in order to acquire members.

Joining any MLM program is a major life change (the same as marriage or divorce), as it requires an adjustment of thinking and relating to others from its members, and is of course, a ‘real’ business with a lot of ‘real’ work. Any entrepreneur experiences this major life change; however, MLM requires interaction and support from an upline, a downline, and the public at large to survive, so the life change can be more encompassing and adjustment to the MLM lifestyle more difficult as a result.

MLM programs can struggle with online promotions for this very reason. Online, the ‘human connection’ is many times lost, and recruiting members online can become very frustrating, entailing more follow up, and more dedication to advertising, with sometimes very miserable results.

For this reason, many MLM programs use audio and video extensively in their promotional efforts online. Audio and video can breach the ‘gap of connection’ that is missing online for MLMers. During the last decade there is an absolute explosion of online audio and video promotional tools, with the MLM market being a rather large purchaser and user of these types of products. Audio and video brings more of a ‘human touch’ to promotional efforts and therefore can be a great boon to MLM programs.

Although follow up and increased knowledge of online marketing is necessary for success in online promotion of MLM programs, audio, video and other multi-media type products and services do help MLM businesses bridge the ‘human connection gap’, at least in a small way.

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