Understand the Law of the Few

• Brand Advocacy is more important than brand image or brand satisfaction
• 10% influence purchasing behavior of other 90%

Understand that you must tell stories

• Why do you do what you do?
• What  are you passionate about?
• How can you make people’s lives better?
• Add value through content
• Produce a high volume of high quality content

Understand that Brand Advocacy is more important than brand image or brand satisfaction

• 10% influence purchasing behavior of other 90%

Understand it’s about Relationships 

• Links are IMPORTANT
• 100 people = 4900 possible links
• 1000 people = 500,000 possible links
• Six degrees of separation concept

Understand HOMOPHILY

• Birds of a feather flock together
• Clusters – Interests, hobbies, beliefs, age, gender, social class, ethnicity, religion, values, politics, geography, education, occupation

Understand that you must delight them

• 91% likely to purchase after they hear a recommendation
• You must connect with the influencers

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