Wednesday, May 23, 2007
Networking: One Size Doesn't Fit All
Marketing Coach "Joy" believes, "Everyone should network. I built a huge seven-figure business by networking."
Marketing Coach "Hi" tells a teleclass, "Forget live networking. I'd never have created a seven-figure business if I'd wasted time at all those lunches."
Now, I happen to enjoy networking. I love hanging out and meeting interesting people. I absolutely love speaking to groups -- any groups. But I'm forced to realize: sometimes I'm just wasting time.
Networking is not a binary question: it's about matching your personal profile with networking events "out there." Here are 5 tests to develop your own Networking Profile.
(1) The Ham vs. Hide Test: Do you rush forward when called on to be the center of attention?
If you enjoy the spotlight, look for events where you can shine as a speaker. These days, I find it's harder: more and more independent professionals want to speak. Some groups limit speaking opportunities to members.
Since I love speaking, I tend to say "yes" immediately. But I've found that some topics will get me on the program (such as "Bragging 101") while others will be more productive in attracting clients ("How to Increase the Marketing Potential of Your Website.")
(2) The Dog Park Test: Can you explain what you're doing - easily - to someone at the dog park?
This test is serious. If you can communicate to someone while you're both trying to keep your dog from eating something unmentionable, you're at an advantage during busy lunch meetings and 30-second intros.
Recently I chatted with a very nice dog owner who happens to be a pet photographer. She takes pictures of pets (but not their owners). She explains her business in 2 seconds or less. She'd do well at any networking event, although she has more work than she can handle.
In contrast, I've talked to copywriters who said things like, "I went to weekly meetings of a group for 7 months. They never figured out what I do for a living."
If you're in the latter group (which I am), you need to show, not tell. Use meetings to get speaking engagements or invite everyone to a teleclass.
(3) Fashion Police Test: Networking groups and events often have strict codes. Best to atend a fefw meetings to see if you'll fit in and feel comfortable.
If this tip sounds superficial and even silly, you have either been staying home or you chose more wisely than I did. Following one event, a woman I'd never seen before sent me a 2-page email suggesting what I needed to wear to win copywriting clients. I stopped reading when I got to the part about "very high heels."
(4) Free Spirit Test: Do you prefer schedule and structure to spontaneity? Do you like looking over your calendar each week, knowing you've got plans?
Or do you like leaving open spaces because "Something may come along…"
Some groups can be pretty rigorous about rules, especially attendance. On the other hand, once you get involved, there's magic in "just showing up." Psychological research demonstrates the familiarity effect. We tend to like people we recognize -- even those we see at the grocery store or bus stop.
(5) Newcomer Test: I've never seen a single article about getting into networking when you're new in town and/or new to your business. We need one.
Although I (literally) wrote the book on moving, I made every imaginable mistake when I moved to Seattle. "Any networking is better than none," I told myself.
Wrong! I now advise everyone to take time to investigate what's out there.
First impressions count. Alas, first impressions can be challenging when you're still navigating your way past your new hair stylist's Big Mistake ("oh...I thought you wanted red hair...") or arriving 30 minutes late to a meeting in East Nowhere. (Don't ask.)
I also learned never, ever to say I needed a service: banking, real estate, mortage or even a vet for the cats. Once you indicate an interest, you risk offending people if you turn them down as you get to know them better.
Bottom Line: For some, networking will be a road to riches. I'll still go out of my way to set up speaking engagements, but I'm now developing creative ways for Virtual Networking, safe from the fashion police. More in future issues.
Readers: When I write so many articles, inevitably some are keepers and some deserve a decent burial. Feel free to email with "Keeper" or "decent burial" in the subject line. The "keepers" go to my blog and/or website.
Marketing Coach "Hi" tells a teleclass, "Forget live networking. I'd never have created a seven-figure business if I'd wasted time at all those lunches."
Now, I happen to enjoy networking. I love hanging out and meeting interesting people. I absolutely love speaking to groups -- any groups. But I'm forced to realize: sometimes I'm just wasting time.
Networking is not a binary question: it's about matching your personal profile with networking events "out there." Here are 5 tests to develop your own Networking Profile.
(1) The Ham vs. Hide Test: Do you rush forward when called on to be the center of attention?
If you enjoy the spotlight, look for events where you can shine as a speaker. These days, I find it's harder: more and more independent professionals want to speak. Some groups limit speaking opportunities to members.
Since I love speaking, I tend to say "yes" immediately. But I've found that some topics will get me on the program (such as "Bragging 101") while others will be more productive in attracting clients ("How to Increase the Marketing Potential of Your Website.")
(2) The Dog Park Test: Can you explain what you're doing - easily - to someone at the dog park?
This test is serious. If you can communicate to someone while you're both trying to keep your dog from eating something unmentionable, you're at an advantage during busy lunch meetings and 30-second intros.
Recently I chatted with a very nice dog owner who happens to be a pet photographer. She takes pictures of pets (but not their owners). She explains her business in 2 seconds or less. She'd do well at any networking event, although she has more work than she can handle.
In contrast, I've talked to copywriters who said things like, "I went to weekly meetings of a group for 7 months. They never figured out what I do for a living."
If you're in the latter group (which I am), you need to show, not tell. Use meetings to get speaking engagements or invite everyone to a teleclass.
(3) Fashion Police Test: Networking groups and events often have strict codes. Best to atend a fefw meetings to see if you'll fit in and feel comfortable.
If this tip sounds superficial and even silly, you have either been staying home or you chose more wisely than I did. Following one event, a woman I'd never seen before sent me a 2-page email suggesting what I needed to wear to win copywriting clients. I stopped reading when I got to the part about "very high heels."
(4) Free Spirit Test: Do you prefer schedule and structure to spontaneity? Do you like looking over your calendar each week, knowing you've got plans?
Or do you like leaving open spaces because "Something may come along…"
Some groups can be pretty rigorous about rules, especially attendance. On the other hand, once you get involved, there's magic in "just showing up." Psychological research demonstrates the familiarity effect. We tend to like people we recognize -- even those we see at the grocery store or bus stop.
(5) Newcomer Test: I've never seen a single article about getting into networking when you're new in town and/or new to your business. We need one.
Although I (literally) wrote the book on moving, I made every imaginable mistake when I moved to Seattle. "Any networking is better than none," I told myself.
Wrong! I now advise everyone to take time to investigate what's out there.
First impressions count. Alas, first impressions can be challenging when you're still navigating your way past your new hair stylist's Big Mistake ("oh...I thought you wanted red hair...") or arriving 30 minutes late to a meeting in East Nowhere. (Don't ask.)
I also learned never, ever to say I needed a service: banking, real estate, mortage or even a vet for the cats. Once you indicate an interest, you risk offending people if you turn them down as you get to know them better.
Bottom Line: For some, networking will be a road to riches. I'll still go out of my way to set up speaking engagements, but I'm now developing creative ways for Virtual Networking, safe from the fashion police. More in future issues.
Readers: When I write so many articles, inevitably some are keepers and some deserve a decent burial. Feel free to email with "Keeper" or "decent burial" in the subject line. The "keepers" go to my blog and/or website.
# posted by Cathy Goodwin @ 8:44 AM 
