Risk & Business Magazine Cain Insurance Risk & Business Magazine Summer - Page 20
Steps To Building
An Online Influence
n 2012, nobody knew who I was. But
today, if you search “Dale Partridge”
(using quotes) on Google, over
333,000 results come up in less than
one half of a second.
Jefferson Bethke pulls up 433,000,
Michael Hyatt 421,000, Lewis Howes
321,000, Gary Vaynerchuk 506,000, Amy
Porterfield 182,000, and Jeremy Cowart
at 297,000. Now this measurement
methodology only works well with
unique names, but my point is the same.
Understanding the art of online influence
can catapult your personal brand almost
What I’m about to discuss with you is
an art. An art I’ve coined as “persona-
marketing”. And when executed with
a heart of authenticity rather than
manufactured reality, it can become a
contagious act in the arena of social media.
I have defined persona-marketing as the
act of building compounding influence
around three things:
1. YOUR STORY
3. YOUR EXPERTISE
In my experience, it’s far easier to follow a
person than it is to follow a product, a blog,
or a business.
The human mind always takes the path of
least resistance, and when it has a choice
between a product or a persona, it almost
always chooses the latter.
Because the foundation of influence is
built on trust, and the fact that our minds
find it difficult to put our confidence into
a faceless business, the persona often wins
the race when fighting for a consumer’s
While persona-marketing has been around
for many years, it wasn’t until leaders like
Tony Robbins, Dave Ramsey, Beth Moore,
and John C. Maxwell had solidified the
footing that individual persona brands
begin to thrive.
The next generation of thought leaders,
change agents, consultants, and coaches
are rising among us at rapid pace. And
while few ascend to the top, I find it only
because they lack the understanding
of this art. And of all the essential
ingredients required for the persona-
brand recipe, I have chosen to share what I
believe are the four most important.
But first, I would like to preface my
thoughts with this proclamation:
The world doesn’t need another voice
leading people down a life of hollow
aspirations. We don’t need more family-
less men and women living for themselves,
hoping to mask their selfishness and
addiction to materialism and fame with a
poor attempt at authenticity.
Rather, we need men and women of firm
conviction who stand for more than their
ability to buy mansions and Lamborghinis.
We need people with purpose, significance,
and a total and absolute dedication to
honor, respect, and the growth of future
1. INCREDIBLY CLEAR. INCREDIBLY
If anything has become evident in my
success, it is that people don’t refer
confusing. Our pride often leaves us
believing we have mastered our message.
We may believe our website and video
and brand are compelling and complete.
Wrong. On the contrary, we should have
a constant heart of investment into
education and counsel to help bring even
more sharpness to our brand’s message.
Clarity is not a destination, it is a habit.
I tell my students at StartupCamp, the
best businesses understand they sell only
one thing. And that thing will vary from
company to company and brand to brand.
But the key to a consumer’s loyalty and
followership is not variety or choice, it is
clarity and focus.
Lastly, we must not forget differentiation.
While we fight confusion on one end, we
must obliterate similarity on the other.
The human mind was designed to only
notice what is different. Those who expect
to do the same as others and receive
increased attention, are very