When the Karin received that reply to her outreach email, she wasn’t quite sure what to do.
(She received a second one, btw – this time from a professor and doctor of child and adolescent studies – not bad for an artist whose theme is children and education).
But the first one – what to do?
She wasn’t going to reply.
I mean, the guy would be unable to visit her show, so not much point in replying though, right?
See, I always tell you that marketing is about relationship and conversations.
Or, as the Australian marketing consultant Timbo Reid says:
Marketing is what you do when you can’t go see someone in person.
So Karin sent a group of influential people a personalised invitation email.
The guy replied, said thank you, and ‘sorry, can’t make it’.
That right there, that means a relationship has started.
So she definitely has to reply, because if she wouldn’t the brand new relationship would end as quick as it started.
“But I don’t want to appear needy”, she said.
So here’s what I told her:
Send him a reply, along the lines of:
“Many thanks for your reply and the kind words.
“It’s a pity you can’t make it for the opening, but the show runs until January 23 – if you do end up coming out to have a look, I’d be more than happy to meet you there. Just let me know.”
But what to do next?
Become valuable to him.
First, go read up on the guy.
Find out what his books are about, watch a few of his Ted Talks.
See where he gets published.
In other words, take an interest in him (as you know, people tend to be interested in those who are interested in us).
Then, stay in touch without pestering the guy, or being a nag, or appearing needy.
It’s really really simple.
You’ve researched him a bit: you know what his world and his work is about.
So in the weeks and months that follow, keep your eye out for things that might be interesting to him.
A book, a talk, a blog post, an interview somewhere on a podcast – anything that he’s likely to appreciate.
Be a connector: point him at people he might like to read or listen to.
Simply compose a new email, and write;
“You might have already seen this, but I came across it and I think you might like it.
And you just keep doing that, any time you come across something that would be relevant for him.
In other words: Be a giver, and become a fun and useful (not-needy) individual to that person of influence.
Nurture the relationship selflessly.
Just like you would do with a new real life friendship.
“Hey, listen: I just found this really awesome book/movie/band. Gotta check this out”.
And there you go.
That’s how you nurture relationships with influences.
I didn’t make it up either.
There’s a pretty successful marketing teacher called Joe Polish, who has built his success basically on being a giver and connector.
So you could do worse than to follow his example.
How to get those influencers to reply to you and take an interest?
You’ll learn that in the next LEAP, where you’ll see the outreach email she used, plus instructions on how to adapt it for your own use.
Go get ‘er here –> http://martinstellar.com/leap-to-more-sales/