[NEWEST UPDATE: You should probably read this note we received from Andy Willoughby before delving into what I have to say, for the sake of balance. I'm still no fan of the business, but I'm ready to admit Andy means well and deserves a look if you are interested. You may be cut out for work I am simply not cut out for.
[NOTE: If you are looking for complete information on Andy Willoughby and the Three-Step Plan, be sure to visit our new, improved, information-rich post on the topic via this link. But please go ahead and read this one while you are here.]
Eventually we knew we'd have to address this 'Andy Willoughby Three Step Plan' topic in some depth because those search engine links amount to, as a percentile, approximately a million-billion percent of the visits to the Alpaca Burger Forum.
Most people are finding our references here, on the old site.
But - Yay! Google followed us! We are now getting visits on the corresponding page at the new site.
This is from Craig:
Howdy -- I got here on this Google search: "talk radio" advertisers awful "three step plan". I listen to AM960 KSTP here in Phoenix (conservative) and every time that annoying "how in the world are ya?" comes on, I leap for the next station. Anything. I wonder how many listeners those Andy Willoughby ads drive away! Anyone who makes merchandise of his faith like that is despicable. Unfortunately, it's become an accepted thing in Christendom today. Ugh.
I agree completely: These ads must drive away any potential listeners who happen to have brains.
EVERYONE knows home-based business offerings are, largely, scams. I have no statistical proof, to be sure, but the anecdotal evidence is damning. The impression I get from my own experience and people I've talked to is, these are shallow enterprises conceived primarily to gain revenue from membership fees paid by the new franchisees, rather than goods sold to the general public.
In my mind, it's in the same category as the motivational business speaker who sells books or audio packages, after you've paid a fee to attend the Convention to gain the information the speaker led up to in his or her address, and now is proposing to SELL you to show you how to make money or win friends or whatever you were supposed to get out of the seminar.
(Well, maybe that's not a perfect parallel, but it is what I think of first).
Here's a worthwhile exercise: Visit the Andy Willoughby Web site.
See that tagline in the header: 'Hi, how in the world are you anyway'? You know what that is?
That, my friend - be you Christian or secular, sacred or profane - is asinine.
It's saying: 'The folksy-sounding tagline from the radio commercials, which evokes Ned Flanders for the folks who actually IDENTIFY with Ned Flanders, is deemed by us to be the singular message which most enchants our audience. Which says something about how we think about our audience.'
It's saying: 'Although what we appear to be proposing reeks of scamola with a 'Bible' bookcover on it...you know in your heart you trust us, because we're all on 'the same team' here. 'Christians,' don't ya' know it.'
There is precious little information on Andy Willoughby's Web site to allow a visitor to evaluate the 'plan'. So little, in fact, you have to wonder why the supposedly godly are stuck in the 1950s era of business practices.
Hey Andy: Nowadays you TELL people what you're selling.
Maybe I'm being too harsh on Andy Willoughby and his plan. For all I know, he is simply encouraging entrepreneurship and family-owned businesses. That's a SMART thing, no doubt. If more people tried it, we'd have a lot more wealthy families in this country and that would be good.
But the packaging bespeaks questionable content:
To learn about the The 3 Step Plan™ we have developed short recorded phone messages that will thoroughly explain our system. Just fill out the brief form below, and we will call you back and play you the message over the phone.
Gee whiz, will you really!? I mean, I LOVE recorded messages over the phone, so if that's what you're advertising, then I'm your huckleberry.
Would you also, by any chance, be willing to bombard me with mail solicitations to advance me credit to buy more stuff; or, possibly, send someone to knock on my front door around 7:00 pm? Because if I'm the kind of guy who gets turned on by the prospect of recorded phone messages, you can bet I'll be sitting in the hallway waiting eagerly for a door-knocker.
As long as they're 'Christian,' like me, of course.
I hate it when I find myself on the highway behind someone with one of those fish symbols on the back of their vehicle going 52 mph in the far left-hand lane. Hey, just because you say you're a Christian doesn't mean you can get a free pass to tick off 30 other people. Or behind the happy 'Christian' in line at the supermarket who strikes up a long jovial conversation with the cashier at 6:00 pm on a Friday evening when there are 8 people in line waiting to get home to make dinner for their families.
Waving that 'Christian' banner is all fine and good, but even when done in good faith it does not excuse stupidity or anti-social behavior. Being a self-absorbed dope is, in my book, a sin against the intelligence God gave us. In Andy Willoughby's case, judging by appearances, I'd have to question whether the blockheadedness is being manifested in good faith at all.
Doing it in bad faith is a far more egregious sin than many others, if you ask me.
UPDATE: I probably should have started out with this link. Long story short: It's multi-level marketing:
Month 2: You now have 5 people on your team, who purchase 2 shares each, for a total of 10 shares. 10 shares x 2 new reps = 20 new reps.
This is were leverage starts kicking in. Remember! If you and your reps purchase 2 shares of advertising each for $200, you are getting the benefit of $1000 in total advertising, even though you personally continued to spend $200! Wow!
Month 3: You now have 25 customers or business partners on your team, who purchase 2 shares each, for a total of 50 shares. 50 shares x 2 new reps = 100 new reps. (Your business is now being driven by the equivalent of $5,000 in free advertising that month!)
Month 4: You now have 125 customers or business partners on your team, who purchase 2 shares each, for a total of 250 shares. 250 shares x 2 new reps, = 500 new reps.
We've
commented on this lovely form of commerce in the case of Quixtar-Amway previously.
This one is a twist on the formula whereby new 'business-owners' pay a recurring fee to support a radio advertising effort, in addition to selling the product. The more business owners you get involved, the more you make.
I'd like to know if the 'religious' radio stations like WAVA have even looked into what it is all about. Maybe they have: There is definitely a pseudo-Christian ideology that has gotten tied into Amway - I know this from people I've been solicited by, but haven't yet explored the mechanics of it.
My personal take is, tying multi-level marketing into religious communities is pretty low, pretty friggin' low indeed. I seem to recall a certain old story in which moneychangers were swept rather violently out of the Temple.
UPDATE II: A good study on the religious overtones of multi-level marketing is here.
Also, Joe Carter at the excellent Evangelical Outpost touches on the flip-side of this, the multi-level marketing aspects of religious evangelism:
The young man was earnest and sincerely wanted to do “God’s work.” But evangelism isn’t a form of Multi-Level Marketing and the “Good News” isn’t an Amway product. The least he could have done was ask my name before trying to save my soul. If your going to ask about a “personal savior” then at least get to know the person.
The term “evangelism” derives from the greek word evangel – “good news.” So it’s rather odd how so much evangelism appears to be about “selling” Jesus and hoping that you can convince the unsaved heathen to “buy” into salvation. This was the way I had been taught during Vacation Bible School classes at the First Baptist Church of Fire and Brimstone. Pass out Chick tracts, recite the canned “how to get saved” speech, get them to say the sinner’s prayer. Above all, close the deal. They may die at any time and their souls would be lost to eternal damnation if I didn’t “make the sell.” At eight years old I was a cross between Billy Graham and Willy Loman.
There is really something to this. You can discern a similarity of style, whether it's Andy Willoughby or Amway or so many "evangelists" you run into. The message seems to be "join our club."
There are more blatant exercises, in politics and direct marketing, using religious social groups as mini sales audiences. From a marketing standpoint, after all, you have a self-identified cultural demographic that lends itself quite well to certain sales messages. While some of the marketers truly mean well so you can't write them all off as scheming hustlers, it is nonetheless a depressing phenomenon.