Reading that post title, you might be inclined to believe that I’m going to write about how you should follow the example of other industry leaders in your niche. If you’re in the fast food business, you should keep a close eye on how McDonald’s is marketing itself. There may be some value there, but that’s not the topic of today’s post.

Instead, it’s an entirely different concept. What we find that is many people like to follow. If they see that everyone around them is buying certain items and acting a certain way, they may be inclined to do the same. Popularity breeds more popularity. It really is a snowball effect and you should try take advantage of it.

You may want to implement this strategy in a product launch or press release. An endorsement from a powerful figure in your industry can prove to be invaluable. Let’s say that you want to provide a healthy alternative to fast food. Getting Morgan Spurlock, the documentary maker behind Super Size Me, to provide a quote for your press release, praising your product offering, can really help to push its visibility.

Similarly, service providers can (with their permission) publicly display a list of past clients, possibly with real testimonials and endorsements. This is particularly effective when you have a well-known brand attached to the client. If you provide A/V equipment to Paramount Pictures, that could be the way in to attracting other movie studios.