Borrowed Expertise

I’ve always been fascinated with marketing. I loved seeing the inner workings of how to influence customers to buy.

I see how marketers manipulate audiences. But I also appreciate how marketers make concepts concise and intriguing.

And don’t get me started on political spin doctors…

In a way, marketing is the science of changing someone’s beliefs.

But for someone to believe what you have to say, you need to have credibility.

And if you don’t have credibility? Borrow it.

Years ago, I was researching how to write a viral post when I came across the concept of newsjacking.  It involves leveraging a news story to gain attention for your brand.

Back then, I had a brand new blog, so I definitely needed some credibility.

I had a great idea for an article about Kickstarter, the crowdfunding platform. Because of the controversial nature of the article, I knew it would get picked up by some niche media outlets. And it did. It also caught the attention of a professor from the Wharton School of the University of Pennsylvania.

Long story short, together we did a follow-up article. This time, due in no small part to his expertise, we got picked up by major publications like CNN, Forbes, and Inc.

I capitalized on a trending topic and leveraged the reputation of a professor to create my first (and only) viral post.

Now THAT was a great ride.