A Little Inside Information – The Power of Name Dropping – Essay

A Little Inside Information

RE: The Power of Name Dropping

by Scott Hefflon

There is a power that every individual in a Capitalist society has. Whether they know it or not, each citizen (A.K.A. each purchasing unit) controls the business world. Yup, even “Big Business” depends on “the little people” for the sweat of their brow and, more importantly, their hard earned buck. We all have our sketchy ideas of what the words “democracy” and “capitalism” mean. We’ve all heard and used those catch phrases “Money talks,” “The power of money,” “We the people,” and “Power to the People.” These examples are flippantly tossed around as excuses for the norm, cop out cliches, and trite slogans. My God! Think of the implications!

To focus in on a specific, consider name dropping. Let’s say you walk into a store. You’re a customer and that’s something, but you haven’t really gotten anyone’s attention yet. You say, “I saw your ad in such-and-such a publication” or “so-and-so reccomended this place to me.” What happens? You get a little more respect and better service. Why? Because you’re in touch with the information network. You now have an edge over the wander through masses and the run-of-the-mill customer. You know your stuff. You know people. You have power.

To further focus on a specific, consider this publication. When you walk into an establishment that is mentioned in this magazine, tell them how and where you heard of them. You might just get a discount. If not, you’ve at least distanced yourself from the faceless consumer and define yourself as a well-informed customer. See, the scoop is everyone is trying to make a name for themselves. Word-of-mouth carries weight. If you establish yourself as one that has the power to spread the word, you immediately get response. Theoretically, the meek inherit the Earth. Realistically, those who push a little get further.

On a humanistic level, support the enterprises around you and let them know you are supporting them. For them, it helps to know they’re making an impact. We all need a little feedback and reinforcement, whether we show it or not. Business depends on business to stay in business. The people already have the Power. But you’ve got to see it before you can use it.

An afterthought. It’s standard procedure to have all submissions “proofed.” Even the Editor is subjected to other people’s on-first-read opinions. The most common (and I mean that in a few ways) response to the above blurb was: “So what you’re saying is that you want people to mention the ad when they go into the store.” Duh.

Sometimes I wonder why I bother. But yes, as the tip of the iceburg, you should always mention any ad you see. If there’s a discount to be gotten, you are now entitled to it. At the very least, it let’s them know their advertising has done some good. Perhaps with this introduction you can strike up a conversation, maybe learn something, maybe make a friend or a connection, who knows? When you check out a band; talk to them. They’re usually human, too. “I read about you guys in xxx” or “I heard your song on yyy radio.”, “My friend keeps singing zzz by you guys.” That response means a lot. They need the exposure, and it’s always nice to have someone know who the hell you are for all your efforts.

Another bit of “constructive criticism” I didn’t necessarily need was that “Name dropping” is usually a negative term. I’m not suggesting you suddenly transform into a “so-and-so is a close personal friend of mine” braggart. I’m suggesting you stand up and introduce yourself. I’m suggesting you give credit where you think credit is due. I’m suggesting you take the hints and idea we’ve offered in the magazine and go somewhere with them, OK?