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2. Choose influencers who can have a meaningful connection with what you re selling Influencers need to be able to have meaningful conversations about the products they re promoting, Nead says. People need more substance out of any partnership they see, she said. Having someone hold up a body wash they use and then expect crazy sales … we re just not seeing that happen any more. Nead says brands should think about which influencers digital presence already chimes with their ethos and product. Jess Ann Kirby, one of Parker Management s clients, has earned 15,000 newsletter subscribers and 100,000 monthly views through her women s lifestyle, travel and wellness blog. In a recent post, she discussed how she had tested two beauty products in-depth. ....