Last week, I was asked a series of very interesting and valid questions by one our readers, Malik Mirza. Malik wanted to know about ways to deal with continuity and consistency, marketing and competition in blogging.
Because there’s such a wealth of experience among the different writers on this blog, I suggested asking some of the other writers the same questions to get a variety of answers and options for tackling these issues. One thing I know for sure, is that what works for one person, doesn’t always work for another, but there’s always a way to get what you want if you keep looking. In this blog post, I’m going to look at some of the things I’ve learned from my own experience of marketing and attracting attention to my work.
Success By Association
Marketing is interesting… from my experience so far, one of the most effective kinds of marketing seems to come through association with someone who is high profile in my niche. Even if they aren’t in my niche, but are somewhat related to my work, this still works. Leveraging my profile by association is something I would never have paid any attention to before it consistently proved to be a great generator of interest and attention.
When people associate me with someone they already hold in high esteem, then they start to take more notice of me. It consistently shows up that being associated with a “big name” or recognized “authority” generates more interest and attention even though I’m the same person sharing the same information as before.
I Always Thought This Was Weird
This has been a very weird thing for me to reconcile with. I never used to get photos of myself with well-known people I met, and I didn’t understand why other people did. I used to think, “Why do people do that? Having a photo of yourself next to someone important doesn’t change who you are – having them next to you in a picture doesn’t make you any more valuable than you already are.” But having seen how effective it is for leveraging my own profile or even just to get people’s attention, I’ve started doing it as well.
Why Does It Work?
Malik wanted to know why this works, it seems that both of us can be somewhat perplexed by this phenomenon.
- Reason 1: One of the reasons leveraging profile by association works is that people are so bombarded with so much information fighting for attention, I think they just can’t give an in depth appraisal of everyone’s work. Taking a recognized authority’s reference is just faster & easier.
- Reason 2: Another reason is that people do generally want to be seen as part of the “pack”, we’re wired to want to fit in as part of a survival mechanism. So if person “A” is a trusted authority, and person “A” says person “B” is worth listening to, people will agree if it looks like that’s the general consensus.
- Reason 3: A third reason is related to your values and filters. You have a unique set of values through which you filter the world and these same values direct your actions in life. You’re constantly screening people and events through these filters. Recognized and trusted authorities have already been passed through the filters and you trust them because they align with your own value system and have demonstrated their value.
Because the trusted authority has your stamp of approval, people who are associated with them are given a more streamlined passage through your filters. Profile leverage by association gives you a jump-start on everyone else who is vie-ing for attention. It’s important to note, just because you associate with a high profile person, it doesn’t mean you are immediately accepted as someone who has something valuable and valid to share.
What You Need To Do To Make It Work
It’s completely pointless to run around getting associated with high profile people unless you’re doing something that adds value to them and gives value to others. High profile people have massive demands on their attention and the key is to focus on how you can help them rather than what they can do for you.
I’ve found that my writing skills are a highly valuable resource. I can offer them to add value to people I want to be associated with and give value to others as well. Writing for Yaro is a great example of this. I’m also getting to spend a day interviewing one of my favorite businessmen in August. Nobody gets to spend a day with this man for free, he is flat out and in great demand. I offered to take transcripts of the interviews, write up some articles for his PR team to use, and depending on what content we uncover, I may be able to put together a few chapters to go in a book for him.
If you want to make use of leveraging your profile by association, the golden rule is look at how you can add value to the person you want to be associated with, and how you can give value to others.
Two More Ways To Get Extra Attention
There’s a myriad other ways to generate interest and draw attention to what you’re doing. Before I sign off, I’ll mention a couple more things I know have worked. I have two friends, Fran and Gideon who have found YouTube videos to be the holy grail for building business. Another friend, Leonie, was recently featured on the Word Press Freshly Pressed page. Leonie was on day 4 of a 30 day writing challenge when her blog was selected for the Freshly Pressed page. This generated around 3000 page views and nearly 90 comments, very exciting traffic for a newbie blogger!
I’d better buzz and get some other work done! Hope this has been useful and I’d love to hear your comments at the end.