How to Leverage Brand Equity

Amy Hubard asks, "For blogs just starting out, how do I get people to be interviewed without being a bigname media company? " Amy, your question really means to me, which is how do I go out and get people where I can take their brand equity as a starting point for mine, right? Like, if I can interview Gary Vee and put it out there, some of his fans will come over, listen to that interview, and then they'll become aware of me. So, what you're talking about is equity leveraging arbitrage. Brilliant. Agree with it. If you look out and if you look at PO, you know, for the people that are listening, if you look at podcast lane, that's how they all do it, right? Like that's I did a bunch of those interviews promoting Jab Jabra Hook and then they're leveraging my name over and over again to build audience. So, it is a classic game.

There's a dirty little secret, Amy. People that have leverage and have fame, even if you call it Z-level fame like me, uh they like to talk. And so I'm gonna tell you something that kind of refers to question number one on this episode, which is the answer is hustle. I would just keep asking and asking. I would audit all the places that look like you or kind of like you and look at the people that have done interviews there. And when you start realizing that I and Tim Ferrris and

Seth Goden like to give interviews because we also like the exposure, we also have been successful and we like to give back. I loved a couple years ago or last year my interview 365 day year thing where I just gave people interviews that didn't even have any audience because I was giving back. Some don't want to give interviews unless you're big. That's why you get nos. Others do it because they like to pay back to the community and they remember grinding and the person that gave them a break. And so very honestly I would ask and oh by the way I got a real curveball

for you and this is for everybody listening. Sometimes you need to ask the same person 11 times and one could say that you're being annoying. But if you come from a good place and you do it with a prideful tack in an appropriate way and if you're actually listening to what's going on in their world, maybe Tim's got a new book coming out, maybe he redesigned his website, maybe he's got a new podcast. Those are times to strike like a cobra when they want something and you want something. Then interests align. Oh crap. Wait.

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