WHY COLLABS ARE ESSENTIAL
Collaborations open up new markets because they connect you to people outside of your current sphere of influence.
Here are a few examples:
- Rihanna and Louis Vuitton Moet Hennessy (LVMH)
- Adidas and Prada
- Burger King and Beyond Meat
These partnerships show us (1) How each brand collaborated with another brand that has its own unique audience but shares a common interest. (2) How the collaboration helps each unique audience’s need or interest get met by both brands.
Collaborations introduce an audience’s need to a solution or service that interests them. When trusted brands do this, it makes them more likely to engage with the offer and to become loyal followers.
Which is our next point: collaborations build more engaged audiences. And every biz, brand, or nonprofit needs engaged active followers, not observers.
One way to gain more engaged followers is to diversify the collaboration. Diverse collaborations connect you with the followers you don’t have yet, that know people outside of your circle of influence! Diverse collaborations help spread information farther and faster than you’d be able to do on your own or with people in your circle. Let me explain.
My family is full of professional educators that can only offer me so much advice about corporate America. On the other hand, if I have a question about school or a connection I need to make there, they can help me. One semester in college, I borrowed a book from my professor because she was my aunt’s peer. My family connection helped me. Now, if I asked that same aunt about making career moves in banking, she would say find someone that’s doing that and ask them.
And that’s kind of what collabs are about — finding someone that’s doing what you want, something different from you, and has a diverse audience that shares that interest — then letting your collective genius come together to make magic happen for both of you!
Lastly, collaborations free you up to do more! Not one single person knows everything or can do everything. So, if you want to be more productive with your time, energy, and effort — use a collab.
CHOOSING THE RIGHT PARTNERSHIPS
Know your core values. Before you partner with anyone, you need to define your core values and vision. Because knowing them will help keep you aligned with people that share them. Here’s what your core values are:
- Your core values are principles you don’t compromise.
- Your core values motivate your mission.
- Your core values guide the direction of your brand, biz, or nonprofit.
Network with everyone. If we haven’t stressed this point enough already, I’ll repeat it. Diversity is important. Did you know your most underdeveloped, shallow, and insecure connections possess the highest potential because these relationships are less likely to know the same people, have the same information, and share common resources? So, network like your life depends on it because networking can connect you to more diverse audiences! Then use those connections to help you make collaborations that will genuinely be more effective in promoting growth outside of your current sphere of influence.
- Use your core values as a measuring rod for collaborations.
- Ask yourself if the collab aligns with your values and vision.
- Do talk to an attorney or at a minimum, get contracts to protect yourself.
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HOW TO MARKET YOURSELF FOR COLLABS
Show yourself friendly.
If you’re an INTROVERT and don’t fair well in crowded settings, try this:
- Maintain positive body postures.
- Lean into what people are saying by asking probing questions. You’re already a great listener, but people need to hear your thoughts, too, so add to the conversation!
- Here’s something you can do weekly, make it a point to join a conversation, talk, or introduce yourself to at least three new people.
If you’re an EXTROVERT and have no problem working a room, try this:
- Be mindful of those who observe more than they listen and invite them into the conversation.
- Avoid coming off as the smartest person in the room. Give others room to talk about their experiences because you never know what people know until you’ve given them room to share it.
- Here’s something you can practice each week! Make it a point to join a conversation and learn three new things about the people around you or the people you meet.
Let people know that you’re available. Create a standard email template to solicit partnerships with and a one-sheet to highlight who you are. Use the samples below to help you begin! Happy collaborating and building!
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