“You can’t buy influence. You can’t borrow someone’s influence. For an influencer to really connect with somebody, there has to be KLT — know, like and trust.”
Many marketers highly overrate the power of influencer marketing and fundamentally misunderstand how influence works.
In this 7-minute presentation, Saul Colt explains why you should forget influencers and be inspirational instead.
He suggests influence is immeasurable because there’s no such thing as influence without context and you can’t have universal influence.