Endorsed Marketing

When I was working on the manuscript of this book, I decided to do some field research into how you could easily obtain endorsements from well known and powerful people. One of my colleagues, Ben Mack, author of Think Two Products Ahead (Wiley 2006) had some great ideas.

Ben is exceptional at connecting with people he'd seemingly have no business connecting with and getting them to promote him and endorse him in all kinds of ways. When I asked him how he did it, his initial answer was simple, he said "I just call them and ask them."

But as I dug deeper I found that he had a very specific strategy for getting people to say yes to him. First, he got to know something about the person. He researched them online, read their work, became familiar with their beliefs. Then, he looked for a connection, someone who could introduce him either directly or who could introduce him to someone who could. He would then ask for the introduction. Once the introduction is made Ben finds some commonalities and explores them.

He rarely asks for anything up front, in fact, he is more curious about what he can do for the other person, curious to the extent that they often feel compelled (law of reciprocation) to offer to do something in return and that is when Ben strikes. But the one thing that I noticed that I think makes Ben more successful than others who have a similar process is his intense interest in the person.

He asks very penetrating questions to learn about them, their values, their beliefs, their passions . . . and he deeply listens to the answers. They have been subliminally persuaded without even knowing what they'll be saying yes to shortly.

It is truly amazing to me how many people say yes to Ben . . . and I'm confident you'll be just as amazed at how many people will say yes to you too if you follow Ben's strategy.