The following is a transcription taken from Explode Your Practice.

Suppose you had an alliance with the society of accountants. And you were providing them with something that would serve accountants and through that you formed an alliance with many many accountants who could forward your newsletter to their clients and have their name on the top of it. Maybe it’s an email newsletter that comes courtesy of Anderson Accountants.

Once a month, so they get something to provide their customers. It makes them look like they are providing more value. And building their relationship with customers. Their name is in it so they are keeping themselves in front of people more often. If it’s not your newsletter it might be your article. Which goes into their newsletter, which is probably even better. But, by going through the society of accountants if you can get that, that’s what Ernest Oriente, the guy that wrote SmartMatch Alliances, would call ‘hunting the big elephant’. And he says don’t spend too much time hunting the big elephant because you can get a very profitable alliance right under your nose.