There is a new show on Discovery called “Six Degrees with Mike Rowe” it’s based on the theory that everybody is connected to everybody else, and you can make that connection through six people or less. It’s a fun show to watch because you learn a lot of obscure facts along the way, and Mike presents it in an entertaining way. The “Six Degree” scenario may be somewhat true, but does it work in marketing?
If you think about it, a referral from a customer to someone else is an example of two degrees. In fact, it is one of the best ways to get new business. Sometimes on LinkedIn, you can find a connection that knows the guy (or Girl) that you want to meet. So, that is another example of it working. But going through six people to get to one, is really betting against the odds.
A Better Strategy – People will want to connect with you if you offer them an engaging reason to. You must offer them a solution, to their problem. A way out of their situation or some understanding that you understand their situation and can help. Present your company as a resource that understands their situation and can provide an effective solution. Do this, and you will not need to know a guy, who knows a guy, who knows a guy, who knows a guy, who knows a guy, who knows the guy that you are looking for. They will find you and want to hear what you have to say.
Six Degrees may work in theory, but that is a lot to count on.
What do you think?