It was about 1985. At a direct selling conference, two opponents duked it out in the conference tennis tournament. The younger one had played tennis at the university level, and was used to a hard hitting ground stroke and net game. The older one, Sol Skoler, was the President of a direct selling company, and like many older players his game was to chip and drop, a technique that frustrated his younger opponent to no end. The name of the game for the older player was persistence, persistence, persistence.

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A former Amway executive recalled a rather awkward moment in the international expansion history of Amway. As he told his story, the audience couldn’t quite figure out where it was going.

He recounted that Amway wished to parlay its success in Quebec, Canada into another French speaking region – France. He reported how Quebec distributors wore buttons that exclaimed, “Je suis exite d’Amway,” which translated to read “I am very excited about Amway.” So, in France, noted the former executive, out came the button that read “Je suis exite d’Amway.”

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Although working the mail list is a multi-stage process, it all starts with an introduction letter:

This is usually a 600-to-900-word letter whose goal is to get prospects to commit themselves and ask you to send additional literature. Industry experts suggest

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The use of charitable organizations for network marketing distribution typically works as follows:

– The charitable organization signs on as a network marketing distributor.

– The organization in turn sponsors its membership as independent distributors.

– The charitable organization sells products and derives profit.

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With all of the good news, who will be the “spoilers?” After all, there are always “spoilers” in any good story. Well, they probably will come in two flavors: offshore MLM pirates and zealot regulators. They will be found on the “underbelly” of the new millennium.

Our first taste of the offshore MLM came in the 1996 case of the FTC v. Fortuna Alliance. The FTC’s position was that, although on its face Fortuna Alliance appeared to be offering consumer benefits services, the FTC contended that, in reality, it was selling positions in an opportunity, with the right to secure others to do the same, i.e. a pyramid scheme. A consent agreement was reached, but the FTC later sought contempt citations, claiming that refunds were not being paid.

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The television networks and major advertising agencies have developed guidelines for comparative advertising. By following these guidelines, you should be able to legitimately utilize the power of comparative advertising:

1. Be sure that the intent and connotation of the advertisement is to inform and never to discredit or unfairly attack competitors or competing products.

2. If a competitive product is named, it should be one that is truly significant to competition.

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