Free Marketing: 101 Low and No-Cost Ways to Grow Your Business, Online and Off

CHAPTER 73

EXPERT INTERVIEWS: SIMPLE AND POWERFUL MARKETING CONTENT

Everyone enjoys being considered an expert by their peers. Use this universal truth to your advantage. Most experts in any field will readily agree to being interviewed by an engaging fellow expert with a win-win proposition.

Some of the easiest and most potent content that you can ever deliver to your audience will simply be interviews with relevant experts.

If you find yourself having trouble getting the attention of the higher-level experts in your field, then I suggest you use what I call the bottom-up approach. When using the bottom-up approach to secure experts, you start by contacting the least influential and most eager experts in your field of interest. For example, these are the authors that appear well beyond page one on Amazon.com or Google.com. These experts aren't hard to find and typically they are more than willing to volunteer the information they know in a telephone interview regardless of your marketing power or intentions. Once you've approached and interviewed several of the lesser-known experts you can begin to approach the more influential experts with a bit more credibility and experience, and you'll find that most of them will be far more likely to agree to an interview if you've already interviewed people that they consider to be their peers. Of course, you will have gotten testimonials from each of them as well!

More influential experts may be interested in knowing what your marketing ...