Let’s say you are the CEO or Business Owner of a company and are attending a business or social luncheon and strike up a conversation with someone at the table. You do the formalities of your name and company name and so forth and then start talking about either your business or why you are at the luncheon and what you both have in common with the group hosting it. Standard stuff we all do.
After 1 minute of this, if you like the person you probably decide to continue the conversation and learn more about what they do for a living and you can make an assessment of whether or not you feel they are successful at it or not. But during the discussion, as they open up more and more, they probably start talking about challenges or issues (in a broad sense) they are wrestling with and seek to confirm if you are facing the same situation. You may or may not confirm you have this issue but you at least can relate to it and support the way they are feeling.
Then comes the interesting part. By human nature we are built to want to “help others” whenever we can. And if you are a male, your natural instinct is to “solve the problem” so you are naturally looking for solutions or ideas to help this person. Regardless, we all want to offer some insights, our experiences, or connect them with someone we think could help them with their situation. This is where Advocates come into the picture. An Advocate is someone who “proactively tells someone else about you.” Using me for the sake of this example, in this situation, you tell the person, “I know just who you should talk to about this – they are not only an expert but a really good person and they know a lot about strategy and social media, I think they could help at least answer some of your questions. His name is Blaine Millet and his company is WOM10 – you can find him at www.WOM10.com or just Google his name and you can see a variety of ways to contact him. I will also send you his e-mail address when I get back to the office.”
Advocates know where you “live” – they don’t tell someone to go Google Social Media or Strategists or something else. Nope, they know exactly how to reach you and they can share this information with other people. In this situation, do you care about how good your SEO is on your website? Do you care that you have all the keywords in place? Do you care that you ranked top on the first page of a Google search? None of these matter because the person is directing them right to your FRONT DOOR – YOU! This automatically puts you ahead of anyone you compete with because they have just drawn a straight line from the prospect to you – and that’s absolutely, positively the best way to have someone connect to you.
Think about your customers, partners, vendors, and others – can (and will) they draw this straight line from a prospect to you? If not or you don’t have very many, I would recommend thinking about developing an “Advocate Strategy” and starting as soon as possible. It is the least cost, most effective way to attract new customers and build new relationships. “Arm” the people who know where you “Live” with great content and ways to find you – it will have a phenomenal ROI for you and your business…