Today, with the ever-growing competition in every field, it’s becoming harder to launch a product, start a business, build an audience, etc.
The solution? Endorsements! People are more likely to take action if someone they idolize suggests it. The more famous your endorsers are, the better the results will be.
Unfortunately, you’re not the only one seeking endorsements out there. But with the following steps, competition would be much easier for you. Let’s start my guide on how to get endorsements in any field!
How to Get Endorsements in Any Field
Step 1: Do Your Research
If you’re reading this article, you probably have some names on the back of your head. But that won’t cut it. You need to sit down and do your research to come up with a list of 20+ potential endorsers. Don’t eliminate anyone at this stage. Just collect as many names as you can.
In the following bullet list, you’ll find some places where you can start searching. These may or may not apply to your field, so this is left for your personal discretion.
- Established colleagues
- Social media influencers
- Field experts
- Famous retailers
Step 2: Narrow It Down
Now it’s time to sort out the names you collected into 3 groups: easy, neutral, and hard.
The “easy” group should include the people that will likely accept your endorsement request without asking for anything in return. Typically, this should include field colleagues and veterans.
The “hard” group lies on the opposite extreme. First, you may have to schedule a meeting to pitch your offer. And when you actually do it, they are more likely to charge you in return for their support. Celebrities and social media influencers belong to this group.
The last type is “neutral.” You can’t really expect how those would respond. They may agree unconditionally, or they can ask for money.
Step 3: Choose Wisely
Generally speaking, your priority should be given for the “easy” group. Yes, they wouldn’t be as effective as the other two, but getting that feasible support should encourage you to carry on with more challenging tasks.
When it comes to the “neutral” and “hard” groups, you’ll need to pick those who can directly relate to what you’re doing. Not only will they accept your offer easily, but their endorsement will also be much more authentic. The followers you’ll attract will be genuinely interested in what you’re offering, giving you a first-class ticket for skyrocketing sales.
This approach happens every day in almost every industry.
Step 4: Micro-Influencers Aren’t That “Micro”
Asking famous celebrities and renowned influencers for endorsements should provide the best results. However, this doesn’t mean that micro-influencers — those who have between 1K and 10K followers — aren’t effective. In fact, they can be even more powerful in some instances.
In a survey made by HubSpot, 82% of the consumers confirmed that they often follow the suggestions of micro-influencers.
Think about it. Will you trust a person who markets a fitness product in a highly professional ad, filmed in a seemingly complex set? How about a trainer who speaks about the same product in his gym while holding the camera in his hand?
For me, I automatically assume that the first guy was paid to film that ad. He might’ve never used that product in his life, and he probably won’t. The second person seems like he’s talking based on actual experience. And even if he’s also paid, his ad doesn’t aimlessly scream out “buy me now!”
Step 5: Be Creative With Your Proposal
Put yourself in the endorsers’ shoes. They typically receive dozens of requests per month. Although you may hate it, they just can’t accept whoever knocks on their door. This may cost them their credibility and audience appreciation.
For a higher chance of acceptance, you’ll need to think of a creative idea to make you stand out between the others.
One of my most favorite examples was how Felicia Slattery asked Michael Port to write the forward of her latest book. Since she named it “Kill the Elevator Speech,” she filmed a 2-minute video of her pitching the idea in an actual elevator! The result? He accepted!
Step 6: Follow Up
If you paid for the endorsement, you should have a date on which the endorser would complete the deal. In that case, I don’t see a need for a follow-up message.
On the other hand, if you ask colleagues for endorsement, chances are they’ll get busy and forget about your agreement. A gentle email 1-2 weeks after your call should be a polite way to remind them.
But take care, there’s a fine line between being polite and sounding needy. As a rule of thumb, I wouldn’t suggest sending more than 2 follow-up emails with no less than a week in between. If they don’t endorse you afterward, it’s better to let it go.
Step 7: A “Thank You” Goes a Long Way
Don’t forget to thank whoever accepted to endorse you, even those whom you paid. It won’t cost you that much, but it’ll boost the overall credibility of the situation. You’ll also reinforce your professional network, which should be in favor of your long-term career.
A Note for Endorsers: Don’t Take It for Granted
Before you know it, you’ll become famous enough that people will ask you for endorsements. Whether you’ll do it for money or not, never accept before doing your research.
To put things into perspective, you can take a look at what happened with QuickTrim and Kim Kardashian. After agreeing to endorse their weight-loss pills, Kim was sued for a $5 million class-action lawsuit. This happened after discovering that the pills were not only ineffective, but also unhealthy.
To Sum Up
I hope my guide on how to get endorsements was helpful. If you ask me, it all boils down to your research. If you picked the right people, they’ll encourage the right audience to follow you, buy your product, or use your service.