0
THE WOLF
OF LINK STREET

Tom Harari
Director of Strategy @ IACQUIRE

@Tomharari
DOWNLOAD

Slides Here:

bit.ly/smx2014wolf
Tom Harari
Director of Strategy @ IACQUIRE

@Tomharari
ABOUT ME
•
•
•
•

•

Tom Harari
Director of strategy @Iacquire
Worked for Omnicom Media Group
Consulted fortune 500 compan...
WHO
HERE
THINKS

AT LINK BUILDING

THEY ARE
AWESOME
@tomharari
CLICK TO
EDIT MASTER
TITLE STYLE

Let Me Tell You A Secret…
iacquire.com

@tomharari
LINK BUILDING
IS A FOOL’S
GAME

iacquire.com

@tomharari
ANY TACTIC
MEANT TO
BUILD
UNNATURAL
LINKS
will get
smacked down
iacquire.com

@tomharari
ANY TACTIC
MEANT TO
BUILD
UNNATURAL
LINKS
will get
smacked down
iacquire.com

@tomharari
We have Enough Tactics

http://www.linkbuildingbook.com/

iacquire.com

http://pointblankseo.com/link-building-strategies
...
If you want to be a BOSS

iacquire.com

@tomharari
You Need To Build
Relationships
iacquire.com

@tomharari
Building relationships leads to this

iacquire.com

@tomharari
Content Marketing
Process

Research

Measurement

This is SO much
easier when you
got buy-in during
the first few
stages

...
If you want to stand out from everyone else

iacquire.com

@tomharari
HUMAN
ELEMENT
Is What
You’re
Missing
iacquire.com

@tomharari
TAKE
THE TIME
TO
RESEARCH
VIPS
iacquire.com
TWTRland
• Drill down by
Location, Gender,
and Age
• Add additional
skills/topics
• See
Amplification/Reach
/Relevance

ia...
TWTRland
• Drill down by
Location, Gender,
and Age
• Add additional
skills/topics
• See
Amplification/Reach
/Relevance

ia...
TWTRland
• Drill down by
Location, Gender,
and Age
• Add additional
skills/topics
• See
Amplification/Reach
/Relevance

ia...
FIND POPULAR POSTS

iacquire.com

@tomharari
FIND POPULAR POSTS

iacquire.com

@tomharari
Deep Dive With Followerwonk

iacquire.com

@tomharari
Deep Dive With Followerwonk

iacquire.com

@tomharari
Additional Tools

iacquire.com

@tomharari
Rules

To Influence
The Influencers
iacquire.com

@tomharari
Great Content

Is not good enough
iacquire.com

@tomharari
10 Basic Pillars To get You Started
1. Gives a unique angle to a told
story
2. Shares new information
3. Has a backbone of...
Switch From
“ME” To “YOU”
iacquire.com

@tomharari
Nobody
iacquire.com

@tomharari
Gives
iacquire.com

@tomharari
A
iacquire.com

@tomharari
F@#$
iacquire.com

@tomharari
About
iacquire.com

@tomharari
YOU
iacquire.com

@tomharari
Provide Value First

Focus on a benefit to
them first before
ever asking for a thing
iacquire.com

http://www.youtube.com/...
Never Anticipate Anything in Return

iacquire.com

@tomharari
“When you ask
selfishly, the other
person responds
selfishly (or not at
all)”

Noah Kagan - AppSumo

iacquire.com

http://...
Act Like You
Belong

iacquire.com

@tomharari
VIPS & Influencers
are used to:
•

•
•

People being nervous or
uncomfortable around them
People asking them for shit
Peop...
What You Want To
Accomplish:
•

•

•

Establish rapport &
Credibility
Show you’re sharp &
Enthusiastic
Show you’re an expe...
Getting an introduction
from someone you both know

doesn’t hurt

iacquire.com

@tomharari
iacquire.com

@tomharari
iacquire.com

@tomharari
iacquire.com

@tomharari
iacquire.com

@tomharari
Keep It Short
iacquire.com

@tomharari
Important people
are busy… Get to the point
iacquire.com

@tomharari
Important people
are busy… Get to the point
iacquire.com

@tomharari
Make it Easy
To Say Yes

iacquire.com

@tomharari
Don’t Make
Them Think
Lay out
clear next
steps
iacquire.com

@tomharari
Ramit Sethi –
IWillTeachYouToBeRich.com

Personalize it. I
personalized every email I
sent and got a tremendous
response r...
INVOLVE THEM
IN THE
PROCESS
If they agreed to give a
quote or a story for
your piece they’re much
more likely to help you
...
Anticipate
Objections

iacquire.com

@tomharari
Think Hard About Why
They might say no
And counter it before
They bring it up
iacquire.com

@tomharari
you’ll be surprised
at the people
you become friends with
@tomharari
And how effective
they can be
for you

iacquire.com

@tomharari
Thank You
@TomHarari
Tom@Tomharari.com

wwww.iacquire.com
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The Wolf of Link Street - SMX Israel 2014

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How to use psychology of persuasion to meet and befriend influential people.

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Transcript of "The Wolf of Link Street - SMX Israel 2014"

  1. 1. THE WOLF OF LINK STREET Tom Harari Director of Strategy @ IACQUIRE @Tomharari
  2. 2. DOWNLOAD Slides Here: bit.ly/smx2014wolf Tom Harari Director of Strategy @ IACQUIRE @Tomharari
  3. 3. ABOUT ME • • • • • Tom Harari Director of strategy @Iacquire Worked for Omnicom Media Group Consulted fortune 500 companies & SMB’s Started my SEO Journey as a Link Builder @IACQUIRE
  4. 4. WHO HERE THINKS AT LINK BUILDING THEY ARE AWESOME @tomharari
  5. 5. CLICK TO EDIT MASTER TITLE STYLE Let Me Tell You A Secret… iacquire.com @tomharari
  6. 6. LINK BUILDING IS A FOOL’S GAME iacquire.com @tomharari
  7. 7. ANY TACTIC MEANT TO BUILD UNNATURAL LINKS will get smacked down iacquire.com @tomharari
  8. 8. ANY TACTIC MEANT TO BUILD UNNATURAL LINKS will get smacked down iacquire.com @tomharari
  9. 9. We have Enough Tactics http://www.linkbuildingbook.com/ iacquire.com http://pointblankseo.com/link-building-strategies @tomharari
  10. 10. If you want to be a BOSS iacquire.com @tomharari
  11. 11. You Need To Build Relationships iacquire.com @tomharari
  12. 12. Building relationships leads to this iacquire.com @tomharari
  13. 13. Content Marketing Process Research Measurement This is SO much easier when you got buy-in during the first few stages Ideation Promotion Staging Development iacquire.com @tomharari
  14. 14. If you want to stand out from everyone else iacquire.com @tomharari
  15. 15. HUMAN ELEMENT Is What You’re Missing iacquire.com @tomharari
  16. 16. TAKE THE TIME TO RESEARCH VIPS iacquire.com
  17. 17. TWTRland • Drill down by Location, Gender, and Age • Add additional skills/topics • See Amplification/Reach /Relevance iacquire.com @tomharari
  18. 18. TWTRland • Drill down by Location, Gender, and Age • Add additional skills/topics • See Amplification/Reach /Relevance iacquire.com @tomharari
  19. 19. TWTRland • Drill down by Location, Gender, and Age • Add additional skills/topics • See Amplification/Reach /Relevance iacquire.com @tomharari
  20. 20. FIND POPULAR POSTS iacquire.com @tomharari
  21. 21. FIND POPULAR POSTS iacquire.com @tomharari
  22. 22. Deep Dive With Followerwonk iacquire.com @tomharari
  23. 23. Deep Dive With Followerwonk iacquire.com @tomharari
  24. 24. Additional Tools iacquire.com @tomharari
  25. 25. Rules To Influence The Influencers iacquire.com @tomharari
  26. 26. Great Content Is not good enough iacquire.com @tomharari
  27. 27. 10 Basic Pillars To get You Started 1. Gives a unique angle to a told story 2. Shares new information 3. Has a backbone of a strong intro, body, and conclusion 4. Is not thin content (i.e., doesn’t simply identify a problem without really giving any solutions) 5. Is newsworthy: creates a stir, is tied to a current event, and doesn’t cover stale news iacquire.com 6. 7. 8. 9. Is backed up by research Offers a solution Has a clear audience in mind Demonstrates why the topic is important and whom it affects 10. Passes the “so what?” test @tomharari
  28. 28. Switch From “ME” To “YOU” iacquire.com @tomharari
  29. 29. Nobody iacquire.com @tomharari
  30. 30. Gives iacquire.com @tomharari
  31. 31. A iacquire.com @tomharari
  32. 32. F@#$ iacquire.com @tomharari
  33. 33. About iacquire.com @tomharari
  34. 34. YOU iacquire.com @tomharari
  35. 35. Provide Value First Focus on a benefit to them first before ever asking for a thing iacquire.com http://www.youtube.com/watch?v=cFdCzN7RYbw @tomharari
  36. 36. Never Anticipate Anything in Return iacquire.com @tomharari
  37. 37. “When you ask selfishly, the other person responds selfishly (or not at all)” Noah Kagan - AppSumo iacquire.com http://okdork.com/2012/10/09/make-it-easy-to-say-yes/ @tomharari
  38. 38. Act Like You Belong iacquire.com @tomharari
  39. 39. VIPS & Influencers are used to: • • • People being nervous or uncomfortable around them People asking them for shit People who lack confidence iacquire.com @tomharari
  40. 40. What You Want To Accomplish: • • • Establish rapport & Credibility Show you’re sharp & Enthusiastic Show you’re an expert iacquire.com @tomharari
  41. 41. Getting an introduction from someone you both know doesn’t hurt iacquire.com @tomharari
  42. 42. iacquire.com @tomharari
  43. 43. iacquire.com @tomharari
  44. 44. iacquire.com @tomharari
  45. 45. iacquire.com @tomharari
  46. 46. Keep It Short iacquire.com @tomharari
  47. 47. Important people are busy… Get to the point iacquire.com @tomharari
  48. 48. Important people are busy… Get to the point iacquire.com @tomharari
  49. 49. Make it Easy To Say Yes iacquire.com @tomharari
  50. 50. Don’t Make Them Think Lay out clear next steps iacquire.com @tomharari
  51. 51. Ramit Sethi – IWillTeachYouToBeRich.com Personalize it. I personalized every email I sent and got a tremendous response rate of over 90%. Use my motto -- "Don't make the busy person do your work for you" -- and suggest ideas to them. http://www.iwillteachyoutoberich.com/blog/how-to-ask-for-something-from-an-important-person-and-actually-get-it/ iacquire.com @tomharari
  52. 52. INVOLVE THEM IN THE PROCESS If they agreed to give a quote or a story for your piece they’re much more likely to help you share it iacquire.com @tomharari
  53. 53. Anticipate Objections iacquire.com @tomharari
  54. 54. Think Hard About Why They might say no And counter it before They bring it up iacquire.com @tomharari
  55. 55. you’ll be surprised at the people you become friends with @tomharari
  56. 56. And how effective they can be for you iacquire.com @tomharari
  57. 57. Thank You @TomHarari Tom@Tomharari.com wwww.iacquire.com
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