A gem from David Siteman Garland

Whether you’ve been in business two days or two years, you’ve probably realized that building relationships with the “experts” (even though I’m not a fan of the word “expert”) and leaders in your industry and beyond – otherwise known as influencers – is critical to your ability to build a strong brand and become known in your field.

But, up until recently, it’s been difficult to build relationships or even get in contact with celebrities/influencers. After all, the “old school” influencers of yesterday were guarded and protected. In order to successfully reach them, you had to get through layers and layers of gatekeepers including PR people, agents, handlers, angry protective dogs, and who-knows-what else.

Based on that, what are the odds that you could actually have a one-on-one conversation with someone you admire/look up to, such as your favorite author or blogger? Very little to non-existent, unless you had a huge sum of cash – or perhaps a nationally syndicated TV show with 1,000,000+ viewers. Or maybe you could have written them a letter via snail mail to be answered eight months later. If you were lucky.

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