Trading Up The Chain of Influencers by @ryanholiday
The best marketing is word of mouth: and the best word of mouth is by super-connectors, the people with huge networks. To get super-connectors to share your story you need to start small.
A Good Story is an Asset
Everyone loves to share a GOOD story. You are doing somebody a favor by sharing a good story. With this said, remain humble and tactful. Never make anyone feel like you’re doing them a favor if you want any friends. The point is good stories have value.
Step 1: Manifest a Good Story
The first thing you need to do is to manifest a good story. Go and do something remarkable, worthy of a remark stronger than “cool.” Ideally, you want to do something that, without asking, any person hearing the story would want to share it.
Step 2: Create a Buzz
Once you can successfully get a buzz going within your circle, leverage that buzz and bring it to the attention of a small super-connector. Don’t go for a super-connector with the largest network, choose someone small to start and be subtle. Be creative and make sure your story is an asset i.e. it adds value to the super-connector's community.
Step 3: Prove The Buzz-Worthiness of Your Story
Consider the initial buzz as a way to show a super-connector the value of sharing your story. If the first super-connector finds value in sharing your story you now have two success stories, the initial buzz, and the buzz the first super-connector created from sharing your story.
Step 4: Leverage The Value You Give Super-Connectors to Get More Buzz
Approach a more connected super-connector with your success stories and keep trading up the chain until the New York Times is sharing your story.
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