Dreams. One of the big recruiting tools used by upline is to sell you hopes of a dream. A "dream" is basically a long term goal, such as the dream of owning a home. It is why Amway leaders want their groups to show an aura of success. IBOs attend meetings in suits and nice clothing. They will flash picture of luxury items, supposedly attainable by "anyone".
Now of course, anyone have a dream or dreams is a good thing. It gives you a purpose, something you are working towards. The part that is unethical by many uplines is that they will basically make you empty or false promises. There are many ways to achieve your dreams. It is unlikely that an IBO will achieve their dreams by running a successful Amway business. Even at the diamond level, it appears that it's not as good as how they promote it. There have been many stories of diamond level IBOs quitting, losing homes to foreclosures, and even a recent story of a triple diamond in bankruptcy court.
How these upline leaders lure unsuspecting prospects is quite clever. They will often talk about how they were once broke, but through the Amway business, they now have no job, and they make TONS of money. They will also go onto tell prospects that they too, can have the same success in a few years, if only they will do what upline says (advises), and that the key to this is to subscribe to their "system".
The system is usually a website, voicemail, cds, seminars and books.
What upline leaders really want is for a prospect to become a dedicated "customer" of their system. There is plenty of evidence and testimony that some upline leaders might be making almost all of their money from the system. Sure, an IBO can rationalize that upline might make only a hundred or two hundred bucks a month from them, but add that times the number of downline IBOs and figure it out.
Sure, some upline may tell you that you can eventually get a piece of the action at the platinum level, but there are no written compensation plans for the "system" that I know of. And so few IBOs ever reach platinum, that your chances of getting a small piece of the action are slim. Upline leaders may tell you that they want your success, but it may or may not be true, as your success might mean less income for them. I believe many upline leaders are just as happy to see new people replace old people, as long as they continue to have dedicated "customers" to purchase their system materials.
The upline leaders want to use your dream to motivate you to buy into their (tools) scheme. That's how Joecool sees it.