Malcolm Gladwell, a staff writer at The New Yorker and author of the business best seller,"The Tipping Point," calls the idea that there are certain personality types who can create change by word-of-mouth, the 'law of the few.'
Captivate these critical people, he says, and your message becomes contagious. In epidemics, dramatic changes build slowly to a critical mass and then explode overnight--seemingly in response to the smallest of changes.
How can you use the law of the few? Rather than blanket a mass audience with advertising and PR, he says, you can be more successful by targeting three types of people who have great influence: those with plugged-in social networks, infectious and persuasive personalities and those with a reputation for expertise.
How do you get to these types of people within your target market?
Find peer-to-peer networks where these influential people participate. The network is where word-of-mouth begins and then is spread throughout the industry.
For more information, learn the Formula for Success