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1.5 Minute Read

One of the strangest habits in public affairs is to target thousands of so-called "influencers" when trying to reach a decision-maker. The problem with this approach is that science has repeatedly proven that no one has thousands of influencers. Known as Dunbar's Number, there are at most 150 people who we regularly, if infrequently communicate with. But only about 15 people have true influence at any given time. 

The 10 Second Exercise That Proves No One Has Thousands of Influencers

Try this quick exercise and you'll never see influencer targeting the same again:

🔱  If you're a former staffer, count the number of people who had your boss's ear at any given time. How many people can you actually count?

🔱  If you're not a former staffer, ask the same question to a friend or colleague who was.

🔱  If you don't know a former staffer, count the number of people on your phone who you regularly texted with this week. Those are your true influencers.

It's that simple. Now you see Dunbar's Number for yourself.

So ask yourself—since that's the size of true influence, why are you burning budget on thousands?

Two Ways To Operationalize This Email

🔱 Check your last influencer targeting campaign and determine how many so-called "influencers" you spent budget reaching.

🔱 See the true influencers for any target with a free demo here.

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