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In her book “Business Is Personal,” former “Real Housewives of New York City” star, Skinnygirl founder, and host of the “Just B” podcast Bethenny Frankel shares how to reach out to influential people.
“I’ve never been shy about finding experts, asking questions, and getting my ideas to the right people,” Bethenny says.
“Introduce yourself. Pick up the phone. Write the email.
Today, there may be people who want to partner. But many times, I still try to reach out to them.
No one is too small to introduce themselves to someone in a position to help or advise… or too big to stop trying.”
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“Be willing to ask questions and seek knowledge. I’ve called Gary Janetti, a writer from the television show “Family Guy,” and Food Network’s Bobby Flay to ask a question.
There are so many others I’ve called, and I’m always surprised at how gracious people are with their time — if you don’t waste theirs.
So now you might be thinking, ‘But I’m a nobody. No one will take my call. I don’t know anyone powerful and I have no clout.’
Good news!
So what? None of that matters.
I made calls when I was a nobody, and I got through to people because I was smart and prepared.
People are much more accessible than you imagine them to be.
I will cold call anyone, and you would be surprised how many people will take my call.
Yes, I understand that at this point in my career more people will take my calls than perhaps they would have in the past.
You might be surprised at how many people would call me back when I made an effort to connect, yes, even when Bethenny Frankel was not a recognized name.
You have to be brave. Courage is a big part of being in it to win it. It’s easier than you think to reach influential people.
Years ago, when I was working on my BethennyBakes business, I would watch Food Network shows and wait for the credits to roll at the end of the show.
I’d take down the names of production companies and producers, then I’d call information and get the phone numbers of those companies and call and ask for the email addresses of the producers.
Generally, the receptionist would be more than happy to provide the right contact information.
I’d bake cookies, pack them up, and send them to the producers and executives at their offices along with a personal handwritten note.
I’d follow up with a phone call, and oftentimes, I’d get a meeting with them. It didn’t result in a cooking show, but I was building contacts, connecting with people, and becoming known. It was groundwork.
I was a hostess at the Los Angeles restaurant La Scala, where the chopped salad was invented.
There I met and connected with many different people, which is how I became an assistant for Kathy Hilton, entrepreneur, philanthropist, and mother to Paris and Nicky Hilton, and film and television producer Jerry Bruckheimer.
I introduced myself, exchanged contact information, and made myself available to these people when they needed an assistant.
At its inception, my goal for the ‘Just B’ podcast was to express myself and to have unique conversations with important people who could help listeners create their own tool boxes for success in their own ways.
I focused on people who had done something to change their field or industry, who were breakthrough business people, entrepreneurs, or public servants.
There are thousands of podcasts competing for great guests, so there had to be an art to our ask.
When my staff sent out podcast requests in the beginning of my program, they were basic, blanket emails requesting guests. That strategy has evolved over time.
As we recorded more shows, and booked more high-profile guests, in the process we built our confidence about who else we could ask.
When we send an email request today, we make sure to give many specifics about the program, making sure to explain who we have had on the show so that future guests know they are in good company.
I originally booked Mark Cuban, whom I knew, and built on that.
I had met Mark when I did a stint on “Shark Tank,” but I didn’t know him personally.
Still, I called him and asked for some business advice, which he graciously offered.
As we talked, I mentioned my podcast, and he agreed to be a guest.
It’s not that I’m telling you to call Mark Cuban.
There is more than one way to reach people.
Most of us have social media accounts, and most well-known business people have them and read them — especially, in my experience, Instagram messages.
You can message just about anyone on Instagram.
Or find the person who works with or for the person you want to reach, and see if you can talk to them.
The point is, organize yourself, prepare, and get yourself noticed.
Find a way in. There is always a way.
After Mark Cuban, I booked Paris Hilton, whom I also knew — I was a nanny for her and her sister Nicky when they were just schoolgirls!
Those two guests, Mark and Paris, helped get my podcast off the ground.
After I had an exchange on Twitter with Hillary Clinton, she agreed to be on the show!
My team and I kept chipping away at booking interesting guests, and we continue to do so today.
We reached out to Facebook’s Sheryl Sandberg and asked her to be on my podcast, and she said yes.
The more people who said yes, the more willing other people were to come on.
Eventually we made it into the top five podcasts, and we built on that achievement to book more high-quality guests.
If you don’t ask, you don’t get.”
– From the book, “Business Is Personal,” by Bethenny Frankel
About The Author
Jordan McAuley is the author of ‘Celebrity Leverage: Insider Secrets to Getting Celebrity Endorsements, Instant Credibility & Star-Powered Publicity,’ ‘Secrets to Contacting Celebrities: 101 Ways to Reach the Rich & Famous,’ & ‘The Celebrity Black Book: Over 56,000+ Verified Celebrity Addresses‘. He is featured by American Express OPEN Forum, CBS News, CNN, E! News, Entrepreneur Magazine, Fast Company, Forbes, FOX News, New York Post, USA Today, The Guardian, Tim Ferriss‘ The 4-Hour Workweek, The Mirror UK, The Wrap & more. He graduated from the University of Miami with degrees in Film Business, English Literature, and Communication. Jordan is a former 90s highschool video store clerk who has has lived and worked in Atlanta, Miami, Los Angeles, and New York City.
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