PRAISE FOR AMANDA RUSSELL
AND THE INFLUENCER CODE
Amanda is simply a force to reckon with in the influencer marketing industry and without question one of the most valuable marketing experts you will find.
Shane Barker , Forbes Council
...a game-changing way of viewing the entire category of marketing for the future. I consider Amanda a true pioneer in the field of influencer marketing.
Joey Gonzalez , CEO, Barrys Bootcamp
The Influencer Code isnt just an excellent book, its a plan for $7+ figure success both at the personal and organizational level. A must-read!
Erik Qualman , Digital Strategy Expert and best-selling author of Socialnomics
Amanda is one of those rare professionals who has mastered many trades and has provided a positive impact on my course, helping students to see the light, and bridge from books to the real world.
Greg O Brian , CEO and co-founder, Noodle.Com and Professor, Harvard University
...an impactful book that will teach you all you need to create and implement an effective influencer marketing strategy.
Neal Schaffer , author of The Age of Influence
Amanda Russell is a force of nature with an indomitable zeal, and its all powered by a genuine passion and unparalleled insight and experience into a subject very few can articulate better. Amanda BREAKS the Codecouldnt recommend more highly.
Simon Kelly , CEO, Story Worldwide
The business world has changed. If your company isnt using influencers to grow, you are missing serious opportunities...a must-read for influencer marketing.
Mickey Quinones , Dean of the Robins School of Business, University of Richmond
Amanda is a dynamo who is redefining how individuals and companies should think about influencer marketing in the modern era.
Tom X Lee , CEO and founder, One Medical
The Influencer Code is what the marketing departments at many schools are missing. With real life stories and pop-culture references, it is engaging, knowledgeable, and essential for understanding what influencer marketing really is.
Dr Dana Lascu , Professor of Marketing, University of Richmond.
The Influencer Code is a must for anyone wanting to stand out in a sea of numbers.
Tamilee Webb , Hall of Fame fitness instructor
Amanda lifts the curtain and demonstrates how the best influencer marketing is rooted in the basic principles of brand partnerships and how you can apply them to make influencer marketing more trustworthy, more accountable, more measurable and, as a result, more effective.
Neil Waller , Co-founder, Whalar, top Influencer Marketing Creative and Technology Agency
I stand as one of Amandas biggest fans and fully recommend her as a valuable, needle-moving asset to your growth.
Jim Wolf , CEO, Ringers Technologies and former president, AIG
Finally, the essential guide to influencer marketing has been written. Ignore this book at your own risk.
Jesse Itzler , author of The New York Times Best-Seller Living With a SEAL
...a master of influencer marketing, and has powerful insights and recommendations to help brand leaders divert their resources away from generating attention and toward increasing influence. I consider Amanda a true pioneer in the field of influencer marketing.
Chris Kneeland , CEO & Co-Founder of Cult Collective and The Gathering of Cult Brands
...a must-read for anyone that wants to deeply dive into influencer marketing and learn everything you should know about it. A definitive guide for brands, professionals, agencies and students!
Alessandro Bogliari , Co-founder and CEO, The Influencer Marketing Factory
Amanda Russell is one of the brightest voices in Influencer Marketing. With The Influencer Code, she has created the definitive, how-to guide for practitioners. This booktrue to its titleis the code.
JoAnn Sciarrino , Director of Stan Richards School of Advertising University of Texas
Engaging, thought-provoking and addictive. This book is well worth the read, and a foundational element for your influencer strategy.
Kendra Bracken Ferguson , Founder, BrainTrust and co-founder, Digital Brand Architects
The first book on the subject I dare to recommend wholeheartedly.
Alex Nascimento , Co-founder at UCLA Blockchain Lab, Faculty Marketing and Blockchain UCLA, CEO 7 Marketing Media
Amanda thinks about influencer marketing in an entirely different way and can demonstrate what she teaches so effectively (and entertainingly) that people actually get it.
Dr. Erin Fall Haskell , Host/Co-Producer of Good Morning La La Land
In the fast moving world of digital marketing, Amanda stands out as a true expert. With The Influencer Code, she DOES spill the code, with actionable strategies to help you break through the noise. If you want to stand out and succeed in todays world, read this book!
James Dalthorpe , Professor of Marketing, University of Texas and co-founder, BravoZulu
If you want your business to maintain the status quo, do not read this book. But if you want to step on the throat of your competition and win in the digital marketplace, crack open The Influencer Code.
Bill Biggs , President, Biggs & Associates and COO, Daniel Stark Law
...unrivaled insight on influencer marketing.
Turney Duff , New York Times best-selling author, journalist, TV personality
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THE INFLUENCER CODE
Text copyright 2020 Amanda Russell
Library of Congress Cataloging-in-Publication
Data is available upon request.
ISBN: 978-1-57826-825-2
All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic or otherwise, without written permission from the publisher.
Cover and Interior Design by Carolyn Kasper
Cover photography by Kana Livolsi
Printed in the United States
10 9 8 7 6 5 4 3 2 1
Foreword
by Jesse Itzler
A marketing pioneer, a fitness and lifestyle expert, and a model walk into a bar. The bartender says, Hi, Amanda!
No, Im not suggesting Amanda Russell goes to the bar so often shes on a first name basis with the bartender. Im telling you that shes a triple threatactually, shes so much more than that, and youre about to discover it firsthand.
I first learned about Amanda in 2011 on the way to a fitness boot camp she was hosting. It was right after work; I met my friend Dan Gluck, the founder of Health Warrior, before jogging to West 12th Street together, and as we ran down the West Side Highway, Dan told me about the woman I was to meet. He explained how shed been a collegiate track star training for the Beijing Olympics when she shattered her femur and had to learn how to walk again. How shed had to reinvent herself and create an entirely new career, so she moved to New York City with only a used bicycle and one months rent to her namethats it. How shed self-started this entire boot camp we were about to attend on a budget of whatever it cost to copy 100 fliers at Kinkos and the Scotch tape she purchased to put them up on subway platforms, lamp posts, and construction sites. How she was doing it all to pay her own way through business school.