August 2016 Coaches Corner Article

Aligning Yourself With Industry Leaders and Celebrities

industry leaderOne of the most common questions people ask me is, “What is the fast-track to success?”

Everyone wants to achieve their dream lifestyle as soon as possible. They want the magic pill, the path of least resistance, the easy road.

The fact is, you are always going to have to put time and energy into your business. There's no compromise there. However, there is one way to boost your chances of success that far outweighs other options: aligning yourself with industry leaders and celebrities.


You may think this is impossible, especially as someone relatively new to the ExpertPreneur® world. But, I assure you that by putting in the extra effort to connect with these people, you will bypass a lot of roadblocks other ExpertPreneur® face.


So, today, I'm going to show you the extreme benefits of working with established leaders, and a few ways you can connect with them for optimal positioning.

You'll learn how to create products with leaders for improved sales and branding…

Why you should be speaking at events hosted by industry stars…

And the JV/Affiliate relationship that could transform your business forever.

Co-Created Products

Finishing those info products and books can be a lot more fun when you have a successful ExpertPreneur® or celebrity helping you out.

Look to Dan Kennedy, for example. Obviously he is well-established, but he has co-authors for many of his books. And the people he works with aren't celebrities themselves.

Many have been students of GKIC, fellow marketers, friends, etc… he even wrote a book with an attorney!

Win-WinThe point is, it is a win-win for both him and the co-author. He gets help putting out a new book on a new topic, establishing his authority even further. The co-author gets the recognition of publishing something with an industry leader, bypassing the struggle of trying to get their name out there.

Not to mention the invaluable experience of working with someone who knows what they're doing.

Janet Switzer, a renowned expert in marketing and growth for small businesses teamed up with Jack Canfield, the creator of the Chicken Soup for the Soul series, to write a book. Their joint effort, The Success Principles: How to Get From Where You Are to Where You Want to Be was a huge hit. While she was already quite successful in her own business, she gained more recognition by creating a valuable product with Jack's established name.

Personally, I have worked on many projects with other leaders in the coaching and ‘expert’ industry. I created a course on how to improve income in your business with the legendary Brian Tracy. I’ve authored a chapter and am on the cover of a book called “Answering the Call”, with Lisa Sasevich, and you'll also notice a number of articles for my ExpertPreneur® magazine are written by leaders and celebrities.

Not only does their presence in my magazine bolster my position as an authority, while offering readers valuable information from multiple perspectives…. it also divides the workload.

I could go on and on with examples, but the point is, if you have an idea and establish a connection with prominent names in your industry, you can catapult your business well past the early stages quickly. The best way to do that is to get involved with their businesses.

Get into their funnels, attend their events, and get to know their products. That way you'll know what their focus is.

Find out where they will be and try to meet face to face. Be sure to have your elevator pitch ready to go. Specifically, if you have an idea for a book or an info product that stands to benefit them.

You'd be surprised by how open-minded people are to developing relationships when you come to them with an idea especially if you’re prepared to do most of the work on the project. If you present a solid and well thought out plan they’ll also appreciate your preparedness and go-getter attitude.

However, do not, under any circumstance, ask someone to write with you if you have no plan of action. It sounds like you're trying to get a free ride and piggyback on their success. And you can imagine how they might feel about that.

Becoming a Guest Speaker

As an ExpertPreneur®, books and info products are paramount to your success. However, nothing will establish your authority faster than public speaking. Especially if you speak at events alongside industry leaders and celebrities.

This may sound like a difficult feat to accomplish, but think about it this way: events need speakers. They may have holes to fill in their schedule. So, if you approach them with a topic you'd be willing to speak about, they may ask you to step in.

I actually know of someone who expressed interest in speaking at an event, but there was no space for her. Last minute, one of the scheduled speakers dropped out. Who do you think they asked to go on?

It just takes a combination of preparedness and opportunity.

kevin-brenden-sherylI also am able to leverage my relationship with celebrities through charity work. My husband and I are founding members of the X Prize education initiative and as a result I attend events with Brendon Burchard, Tony Robbins, and even movie stars such as Ashton Kutcher and the Shark Tank’s Kevin Harrington.

Who is prominent in your industry? When are they speaking next? You never know what opportunities could arise, so I highly recommend researching where the leaders are talking or even volunteering for charities and seeing how you can get involved. (Make sure you actually care about the work of the charity though, and make a contribution in money or in kind to further their work)

Even if you are unable to speak the first time around, just meeting them and establishing a connection is a great first step. (Advice, you'll notice, I reiterate often.)

Mutually Beneficial Relationships

HandshakeSometimes the people you want to work with don't have the time to work on projects with you. But that's okay! There are still ways to connect with them.

You could propose a Joint Venture (JV) or Affiliate relationship with them, for example. JV’s are among the most powerful ways to grow influence, impact, and income. Check out my episode on ExpertPreneur Radio where I interviewed Nancy Juetten. She shared tips on how to search for a Joint Venture partner, how to choose the right one and how to maintain those partnerships, so everybody WINS!

Partnering also works well with celebrities. If you've created an info product, a great way to get it in front of a lot of people is to establish JV or Affiliate relationships with other marketers. This is especially effective if those marketers are leaders in your industry.

That's how Rich Schefren got his start. If you've ever read about internet marketing, you've probably heard of him. He started in the fashion industry, moved to hypnotherapy, then to the internet. He was very successful in his early careers. He launched his internet marketing career by getting involved with Jay Abraham, a prominent advisor to businesses.

Rich developed a JV relationship with him and a few other prominent leaders at that time, promoting a product they all created together. This catapulted him to success in that industry quickly. And he didn't even have a list.

You can also utilize celebrities who are popular among your market for this. For example, at the most recent GKIC Superconference, Emmitt Smith was the celebrity guest. They positioned him in a number of ways – not only to draw more traffic to their event, but also to provide huge benefits to their members.

He is an NFL star. But he is also a brilliant marketer in his own right. So he gave a presentation about “getting into the game” and how to build a business.

They themed the entire event around football, making a point to allow their premier members to get photos with him. These photographs are not only great for bragging rights, but those business owners can use them as marketing tools to elevate their business' status.

All that said, just from having that one celebrity connection, GKIC and their members benefitted enormously. As did Emmitt Smith. He revitalized his celebrity status with people that respect him and boosted his own business efforts. It's a win-win.

That's a rather complex example, but the point is, there is a lot to gain from working with people who have status and authority. Even if you just get an endorsement for your info product, you will gain an advantage others don't have.

Making the Right Connections

Making connections is crucial for your business. However, working smart and getting connected to big players can put you even further ahead in the game.

That's not to say you should only rub elbows with people who are successful, though. You never know who might be the next up and coming leader. I never over look those people and I’m always intentional about helping others to raise their game. You have to give in life if you expect to get, and its usually better to give first.

Put together a list of all of the leaders in your industry. In the radio interview that I mentioned Nancy Juetten called it your “Hollywood squares”, referring to the top 8 people in your industry that are “A” list people that you would love to have a professional relationship with. Start creating your own powerful network, by building relationships one person at a time. And remember it's better to lead with an offer of what you can do for them, rather than approach by asking for them to do something for you.

You'd be surprised by how willing these people may be to work with you if you have a plan of action. It's not just a benefit to you – they gain from it as well.

So don't be shy, and start making connections! As Dan Kennedy says, “Do not use celebrities at your peril.”