The Influencer Effect
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Being endorsed by Oprah is so powerful that it became known as the Oprah effect. Using this concept, late-night television host Stephen Colbert began attacking Amazon for discouraging customers from buying titles from his publisher, Hachette Book Group in July of 2014. But Mr. Colbert picked another Hachette author — a startled and unknown author named Edan Lepucki — as the focal point of his campaign against Amazon. He challenged viewers to buy enough copies to get the novel on the New York Times best-seller list. He also recommended “California” to his 6.6 million Twitter followers. The book became one of the most preordered debut titles in Hachette history and did in fact become a New York Times best-seller.This story shows what can happen when someone else endorses and promotes your products and services. In his book, Greg Jameson calls this “The Influencer Effect”. Of course, the product must deliver – California lived up to its promise. But getting an endorsement from someone who is respected and has a large following can produce huge results. Companies know this and are often willing to pay celebrities large sums of money as a result.How can the average business owner, who doesn’t have the budget for a celebrity endorsement, create this type of success for their company? There is a replicable process called GEARS, that Jameson describes in his book. As it turns out, celebrities are not always the best type of influencer. Lesser-known experts can often have a bigger impact on their following, much like a referral from a close friend or family member. These people are known as micro-influencers and your business will improve by working with them.Whether you are a company or a leader looking to have others generate content and share it with your followers, or you are an expert who is sharing knowledge for something you are passionate about, influencer marketing is here to stay.Using both personal storie
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