34. If I’ve resonated you’ve heard &
understood that
• We all need to resonate + influence
• Finding and maintaining relationships with
people is key
• Taking part in today’s conversation is as
important as starting your own
35. I will have influenced you if…
• You change the way you work because of
what you’ve heard
• You come and find out more about Linkdex
They’re amazing words because they are the business we’re all in.Marketing / PR / SEO / Customer Service / Social / Copywriting / Branding / Journalism / DM / Promotion / Sales / Sponsorship / Design
Your communications have been received& understood
But just because your audience has understood doesn’t mean you’ve influenced them.To do this you’ve go to changetheir behavior& achieved your objectives
Let’s talk about our audience.Usingthe few influential to get to the many – right!Or broadcasting to the many lots of times.Permission marketing.All of the above.
How many people have read these books?
How many people have read these books?
How many people have read these books?
Philip is here today and his book is a MUST read on this topic alongside another one by Paul Adams.It’s not just more complicated than the idea that influencinga few influential people ensures success. It’s wrong.There’s no evidence for it. At all.
It’s the people we have strong relationships with that drive success.People like our friends and our customers.The ones we know well.Which means.Connect with people before you need them.Get to know them.Develop deep relationship.Don’t be a fair weathered friends.
Ask apple the value of amazing customer.
Instead of looking for overly influential people, businesses should look for regular people who are likely to be interested in what they have to say.
It’s so much easier when you’ve invested in establishing relationships
In fact, it turns out that there is no substitute for quality.You REALLY can‘t make a silk purse our of a sows ear. No matter who you get to push it.
Invest in experts that can write content.And experts that know experts.
Invest in experts that can write content.And experts that know experts.
Invest in relationshipsWhere possible turn them into friendshipsOut of sight / out of mind
It’s also a two way process
In Nancy Duarte’s book on resonating, she notes how important it is to step back from the spotlight and make your audience the hero. What are the problems they need to overcome? What are your insights and how will it impact them? What are the dangers ahead (the opportunity cost) if they don’t listen to you?!Most importantly, she emphasises that the greater benefit of this relationship should be for the hero (here the influencer). There’s no better way to win someone over than to help them and take responsibility for their success – even above your own need for your ideas/product to be shared or invested in (that comes naturally later :D).
You don’t always have to drive the agenda.
Breaking newTriggersExcitementPeakOld NewsDone
Add value to the conversationGraphicsQuotesPollsNews hijackingMedia alerts
You could also be a thought leader
It’s sometimes hard, but you’ve always got to eat your own dog food.
