Marketing by Association

You can multiply your success by associating yourself with people who can open doors for you, help build your credibility and put you in front of your ideal clients. It is simpler than you might think.

First, identify the people who can help you. You may already be personally acquainted with them, but don’t worry if you aren’t. These may be people who can get you access to decision makers, or who are decision makers. They can also include those who have a client base in your target market, are respected leaders in your clients’ industries, or are celebrities in some way. Don’t forget the media. Editors, producers and others can provide you with valuable publicity opportunities.

You may have specific ideas of what you hope each of these people will do for you; however, sometimes being known to industry leaders will bring about opportunities you had not anticipated. I saw this happen when I interviewed mystery shopping company owners for my book, “The Mystery Shopper’s Manual.” I wanted to gain information that would make my book better. There was also the chance that their becoming aware of me could lead to endorsements and increased book sales.

The actual results were far better. Not only did I get an endorsement from the leading industry association, they contracted with me for an ongoing series of seminars. This collaboration has benefitted the association and me in ways we did not foresee.

Consider what you can do for each of the persons you identified. You might think you have nothing to offer them, but think again. Perhaps you can get them exposure to a new market, or give them a share of the revenue generated when the deal is done. They may be flattered that you asked them to be involved in a project, such as contributing to a book or speaking at a conference, especially if there are other industry leaders attached to it.

It can be easier than you think to reach even the famous and powerful to make your proposal. Do they (or their organization) have a Web site? There may be contact information there, so send an e-mail or letter. Will they be at a conference you will also attend? Contact them ahead of time to ask if you can get together with them for coffee. Or, introduce yourself at the conference and let them know you will follow up afterward.

The personal connection is always useful, so look for mutual friends or associates who can make an introduction. If you know something about the background of the person, you may be able to make a connection through someone with whom they went to school, a fellow hobbyist, a neighbor, a current or former co-worker or other associate. Actively seek out people who may know someone who knows someone who knows the person you want to meet.

Once you make contact, follow up. Send an occasional note or e-mail, and keep the connection going. You never know what may develop.


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