Here are my initial thoughts:
I think that the best reason to lead with your product is because most companies lead with the opportunity.
The only time I would ever lead with opportunity is if I know that the person has MLM experience. Otherwise leading with the opportunity places you among all of the information that people are bombarded with every day.
I was recently reading an issue of Home Business magazine and found a page with no less than 50 (1" x 2") ads listing business opportunities, mostly MLM. How can a person weed through that mess? Not including the 100 spam emails a week and the occasional "Are you looking to make some extra money?", phone call.
It's just words and most people have heard the opportunity approach already.
This doesn't even scratch the surface of retention rates of people that have a product experience before signing up vs signing up because of an opportunity pitch.
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