Creative Marketing Solutions: Fresh, Effective Strategies for Attracting Clients and Customers from Marcia Yudkin
  Binge-Learn Courses Seminars Products Coaching About Home
Receive a PDF copy of The Marketing Attitude with your free subscription to The Marketing Minute.

Your email address is kept private!

Learn how to become a marketing consultant in 10 weeks

Contact us



Influencers' Impact on Your Business

by Marcia Yudkin

In her book, Patricia Seybold cites a marketing breakthrough made by a furniture maker specializing in day-care equipment for special-needs children. He realized that although day care centers wrote the checks for his furniture, the suggestion to purchase often came from physical therapists not employed by the centers.

By targeting these influencers, and making sure they knew of the benefits of his products, the furniture maker increased sales. Here and with other businesses, because each influencer has sway with multiple prospective buyers, establishing a cordial relationship with the influencer can pay off more than directly courting buyers.

  • For an attorney who performs real estate closings, the influencers are real estate agents and mortgage brokers.

  • For a psychotherapist who helps women with mid-life issues, key influencers are gynecologists.

  • For a portrait painter, influencers might be decorators or remodelers.

  • For a home security company, influencers include builders, condo associations and insurance agents.

  • For a wine shop, some influencers are caterers, high-end delis and wine stewards at fine restaurants.

Rustle Up Customers Fast!
Zero in on the customers you most want and tempt them to try you with a colorful, strategically written and designed postcard.  It's cost-effective, too! Discover the principles underlying successful postcard campaigns.  Take the online postcard marketing course.

Postcard Marketing Course

Once you identify categories of influencers, you next need to target and woo individuals in that category. Remember that influencers will be passing valued clients on to you. So they must feel personally convinced you will treat their clients well. Thus you need a personal approach, such as by inviting influencers to lunch one by one.

The way you phrase the invitation sets the tone for your interaction. Explain that the purpose of the lunch is getting to know more about their work, since you are in a position to refer clients to them. Of course, unless your opposite number is a complete egomaniac, this means he or she will learn more about you as well.

After your meeting, if you're in a position to do so, refer clients to the influencers. Again, unless they're ungracious dolts, this makes them well-disposed toward you - and gives you an excuse to interact further. Soon you're great buddies and the influencer wouldn't think of sending clients to your competitors.

Alternatively, you can clinch a relationship with influencers by presenting programs or special events that benefit them. Years ago, a mortgage broker hired me to speak to a breakfast meeting of her influencers. The free seminar and classy yacht-club meal were a way for her to thank those who'd sent her business the previous year and recruit those who hadn't yet referred a home buyer.

Run Your Business From the Beach, Shangri-La or Anywhere
Got the urge to hit the road? Discover tips, tools and strategies for continuing to bring in the moolah while vacationing, traveling, moving to a temporary location or living full-time in an RV. This course resolves your "but what about..." concerns about taking off. Be a Digital Nomad. 





Take Your Business on the Road Course

Finally, you can win the good graces of influencers who know you by sending them obscure magazine articles concerning their field of business that you've clipped. Attach a note: "Thought you would find this of interest..."

When these tactics yield referrals, there's one more item to take care of, a personal thank-you, and perhaps a gift - flowers, a book, a restaurant gift certificate, concert tickets. No matter how many referrals have been acknowledged before, the thank-you helps ensure that the largess of your influencer will keep on working in your favor.

Copyright 2009 Marcia Yudkin.  All rights reserved.

No-Hype Marketing Courses

Create a Practical One-Year Marketing Plan

Teleteach for Profit: Set Up Profitable Teleseminars & Webinars

Launch Your Information Empire

Marketing for Introverts


Inspired! by Marcia Yudkin
Publicity Ideas from Marcia Yudkin
Copywriting Techniques from Marcia Yudkin
Web Site Makeovers from Marcia Yudkin
1999 - 2016 Creative Ways  P.O. Box 305  Goshen MA 01032. 413-563-4134  Marcia Yudkin
Privacy policy: We never share your e-mail information. Period.
Follow Marcia on Twitter | YouTube
Free Newsletter | | Speaking | | Consulting | | Mentoring | | No Blog | | Affiliates