Everytime you see one of those business publications or websites publish its annual list of "40 Under 40" or "30 Under 30" (but never, alas, "60 Under 60") do you think to yourself: "I am going to put together an email drip-marketing campaign targeting those 40 people and hitting them every week with a message that will result in their getting in touch with me so they'll buy my product"?
I coach business owners who have thought this very thing. I am not in favor of it. Those 40 people are the least susceptible to being dripped on, hit, blasted and otherwise marketed to. They are too busy, too sought after, and too successful to have many unmet needs that will be fulfilled through an email blast.
Yet, they are certainly worth reaching. So, how?
My advice is: individually, over a manageable period of time. The process leading to meetings with every one of those 40 under 40 might look something like this:
- Segmentation and prioritization: Don't try to digest all 40 at once. This isn't a hot dog eating contest. Prioritize the first 10 and set a goal of meeting them all within 90 days. Then go deeper into the list with similar goals.
- Research. Go to school on your top 10. Create a dossier on each.
- Look for common connections: Does your LinkedIn network overlaps with your 10? Who are your common connectors? Reach out to the connectors to see if they can make an introduction.
- Find a common road: For each person, think of a reason why he or she would benefit from meeting you, and get in touch with them using a method they would respond well to. Introduce yourself and express your interest in meeting them.
- Don't sell. When you meet with one of the exalted 40, don't sell. Just relate on a genuine, authentic level. Find out all you can. Ask about their careers, interests, families, what kind of community work they do, the people who they most admire, their role models. Keep that information in your mind and write it down as soon as possible.
- Follow up with value: Now that you know one or more of these people, provide them value. That could be an invitation to join you in a cause that's mutually important, or an FYI email about someone they admire, or a business opportunity that could be of interest. You now have an ongoing relationship. Several among these 40 are going to become clients of yours and others will refer clients to you. The reason you'll succeed is that you started the process organically. You didn't force it and so what everyone else did with this list: dripped it, hit it, blasted it.
Have other ideas for reaching influential people? Please share a comment.