It’s who you know. And, who the people you know know, and who they know, and so on. You might be closer than you think to getting a meeting with the decision maker at that client you’ve been trying to land, or a celebrity endorsement, or other contacts that can build your business.
The first step is to identify the people you know. Do any of them have something in common with your target, the person(s) you are trying to reach? Perhaps they share an occupation, they have the same hobby or interest, they live in the same area, or they went to the same school. Or, do the people you know know someone else who has something in common with your target? They may lead you exactly where you want to go.
Next, make others aware of what you are doing. Spread the word that you are trying to make contact with the person(s) you identified. Chances are, you will quickly find people who can help you.
And don’t overlook the possibility of contacting the person directly. Many people, including celebrities, executives, politicians and others, are easier to reach than you might think. That is especially true these days, when everyone has an email address. Trying to reach reporters or editors with a major publication? Their email addresses may be on the publication’s web site. Even if the one you are looking for isn’t there, you may be able to determine what it is by observing the convention followed by the publication. For example, if the email addresses are firstname.lastname@example.org, chances are that John Doe’s address is John.Doe@paper.com. This can also work for corporations and other organizations.
Once you reach your target, know what you want from them. Are you hoping for an appointment, an interview, a blurb or endorsement? Ask politely and be specific.
You may be just a few emails or phone calls from reaching the person who can help you to the next level of success.