Chris Brogan's Presentation at Gnomedex

"That you are on Twitter is not cool enough. That you're doing something with Twitter might be cooler." ~Chris Brogan at Gnomedex
I watched Chris Brogan's presentation at Gnomedex a couple of times. I highly recommend checking it out when Chris gets it uploaded.

Brogan made some interesting points regarding networking vs marketing, which he describes as being a Trust Agent. He suggests becoming part of the group you're trying to marketing to and then not marketing to them. Marketing to them makes you stand out as an outsider, however, becoming a trusted member of the group gives you more cred then anything else you could possibly do and, when they need what you've got, you'll be the first person they seek out, as a trusted friend and advisor.

How do you become a trusted, valued member of a group? First and foremost, learn the language. Don't speak to them from where you're coming from with your insider language. It might make you feel like you know something, but really it just puts people off. Who wants to feel incompetent? Rather, speak to them in terms they understand. It's not hard to learn. Pick up an industry magazine, how to book, or, better yet, follow a few industry blogs. You'll pick it up fast and learn the rest as you go.

Give them something of value. When you're selling to people, you're really expecting them to do something for you. "Buy my product!" But why should they? If, instead, you give them something useful or valuable, you develop a relationship of reciprocity. People love it if you can fulfill a need. And they love to return the favor.

Find the "agent zero". Who is at the center of this group? Get to know them, contribute to what they're doing, become partners. Being associated with "agent zero" will give you instant cred with the rest of the followers.

Be accessible and maintain those bonds! Don't fall of the face of the earth. Be consistent and be available.

Finally, be genuine. You can't fake sincerity, people can smell it a mile away and at it stinks worse than direct marketing. Be sincere, be interested, be helpful and you'll be trusted. Becoming a trust agent will do more to sell your product or service than any other factor, including features and price point.

Chris Brogan co-authored the book Trust Agents with Julian Smith.

Cheers!
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