In his book Perennial Seller, Ryan Holiday says:
I’ve always found that a critical part of attracting influencers is to look for people who aren’t besieged by requests. Authors are inundated with requests for blurbs from other authors; meanwhile, generals academics, and CEOs are asked much more rarely.
Who would be better to go after then?
Try to find the people least likely to get a request from someone like you, and approach them first, instead of going where everyone else is going.
Be bold and brash and counterintuitive not only in how you create your work, but also in who you use to market it.
I wonder how many avenues for networking, referrals, and help, us celebrants are leaving on the table?
We’re always keen to talk about getting referrals from wedding venues, wedding planners, and funeral homes – for their respective areas of work – but who else could we network with for mutual benefit? I also wonder if we are all just marketing where everyone else is marketing and we’re not taking risks in marketing where no-one else is? We’re all so quick to ask if a wedding expo works, or if a wedding directory works. What was the last educated gamble you took to go where everyone else wasn’t going? That’s literally been the success to my own business.
Here’s a list of ten I can think of today, if I missed some, list yours in the comments.
- Advertising on traditional outlets like TV, radio, newspapers. Everyone is deserting them, but people still watch TV or read the paper. Maybe there’s an advertising deal that works for you?
- Networking with other vendors, and finding ways to bring them value and developing relationship, not so they refer you, but so they know you, and referral comes naturally – as a result of relationships.
- Sponsoring community events, sports teams, or community groups, to build rapport in your community.
- Attending small, unpopular, wedding expos or events – the people behind them are trying to make them successful and your colleagues are probably avoiding them.
- Provide white labeled content for wedding venues, in the forms of video or written pieces, about marriage law, NOIMs, and other aspects their clients would benefit from.
- Find non-wedding industry publications that still talk about weddings, marriage, lifestyle topics – like magazines or blogs that cover weddings but aren’t actually wedding blogs.
- Keep an eye on media and blogs that talk about weddings and be the kind and generous expert in the comments fields.
- Be in contact with public relations firms and media relations groups on being an expert on weddings for local radio, TV, and news, so when an opportunity arises you’re ready to be the talking head.
- Apply for reality TV shows or other talent opportunities on TV and radio to become a known person.
- Become the guru in your local community on weddings and marriage law. Look for speaking and writing opportunities everywhere and anywhere, but maintain humility and generosity.