Retellers have always had the power to both help and hurt you. That’s why getting your story right is critical. After all, if you place the wrong story on the channel, Retellers can quickly move from friend to foe. And with the emergence of the internet, people won’t necessarily forget a bad story. Why? Because, Google never forgets. Type in a press release or from a year ago. Go ahead I’ll wait. It’s still there isn’t it?
And just like press releases and news article, Google can find other information as well. So if you’re using Facebook, MySpace, Blogs and more to network for business, beware of what you share, because Google will find it.
Seth Godin posted an interesting story on his blog about a friend who advertised for a housekeeper on Craigslist. Three interesting resumes came to the top. She googled each person's name. Here’s what she found:
The first search turned up a MySpace page. There was a picture of the applicant, drinking beer from a funnel. Under hobbies, the first entry was, "binge drinking."The second search turned up a personal blog (a good one, actually). The most recent entry said something like, "I am applying for some menial jobs that are below me, and I'm annoyed by it. I'll certainly quit the minute I sell a few paintings."And the third? There were only six matches, and the sixth was from the local police department, indicating that the applicant had been arrested for shoplifting two years earlier.
Godin ended the article: “Three for three. Google never forgets.” And he’s right.
I’ll take it a step further. Get your story right (everywhere) before telling it.
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About the Reteller Channel
Just as products flow through “Reseller” Channels information about them flows through “Reteller Channels.” Ultimately – Retellers are people who influence decisions & buying behavior in the markets you serve. They add value to the story because of the trusted relationship they have built with their audience.
If you have a B2B product, your retellers range from members of the media, industry leaders, bloggers, peers and ultimately the chain of people within the organization you are trying to sell to.
If you are selling a B2C product your retellers include members of the media, bloggers, industry leaders – and ultimately social networks.
In order to get the reteller channel to work for you, you need to know:
a) Who the Retellers are
b) How to reach out to them
c) How to craft stories that they’ll want to tell
If you have a B2B product, your retellers range from members of the media, industry leaders, bloggers, peers and ultimately the chain of people within the organization you are trying to sell to.
If you are selling a B2C product your retellers include members of the media, bloggers, industry leaders – and ultimately social networks.
In order to get the reteller channel to work for you, you need to know:
a) Who the Retellers are
b) How to reach out to them
c) How to craft stories that they’ll want to tell
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About Us
Meghan O'Sullivan is the founder of O'Sullivan Communications, Inc. For nearly two decades she has developed results-driven, cost-effective marketing programs for companies looking to build credibility and name recognition within specialty markets. She subscribes to a fundamental philosophy about marketing - Facts Tell. Stories Sell.
Gabe d’Annunzio has over four decades of experience in developing and implementing marketing programs that effectively translate technological innovation into high-value customer benefits. During his career he has worked with a cross section of industries including computer hardware and software, biotechnology, system integrators, telecommunications, medical devices and consumer electronics.
Gabe d’Annunzio has over four decades of experience in developing and implementing marketing programs that effectively translate technological innovation into high-value customer benefits. During his career he has worked with a cross section of industries including computer hardware and software, biotechnology, system integrators, telecommunications, medical devices and consumer electronics.