How Not to Networkwith Ilise BenunAuthor andCo-founder of Marketing-Mentor.com
About Marketing Mentor
Marketing Mentor was founded in 2004 by Ilise Benun and Peleg Top with this simple mission:
To help the creatively self employed learn how to market and promote their
services, get their ideal clients and grow their business.
A little about me…• Self-employed since 1988 • Fired from 2nd job - “I’ll never work for anyone again.” (Too naïve and angry to know any better.)
• 20 years later: running a successful consulting practice• Full-time mentor (and partner) to the creatively self-employed. • Author of 6 books on marketing• Frequent contributor to magazines • National speaker
Ilise Benun
Raffle at the end(and available wherever books are sold)
www.marketing-pricing-guide.com
Available on amazon.com
My business is built on networking
1.AWED meeting2.NAPO Chapter3.NY Magazine
What is networking?
Meeting people in person and…
…building relationships with
some of them.
Anything familiar?
“I have always dreaded having to actually talk to other people.”
“I am not usually a shy person, but when it comes to talking to someone that I am trying to sell myself to, I get very nervous and reticent.”
1.I don’t feel like it or I don’t have enough confidence. (That comes with practice.)
2. I don’t know where to go. (You haven’t identified your market.)
3. Nothing ever comes of the connections I make. (You may not be doing enough follow up.)
What gets in the way?
Networking is ideal when:
• You need work right away
• You’re new to an industry
Networking 101
1. Listen and ask questions (i.e. be genuinely curious)2. Bring plenty of business cards3. Follow up
Networking 102
The Marketing Mindset.
Where to go
Your industry vs.
Your client’s industry
What kinds of events?•Business card exchanges•Cocktail parties/mixers•Educational events•Speed networking•Trade shows (when the exhibitors are your prospects)•Dinners (awards, galas)
Did you do your homework for Bizjam?Check out the list of attendees/exhibitorsFind out what they look likeReach out to them in advancePlan to meet?
At a conference (like this one)…•Don’t take a break during the breaks•Before (and after) sessions•Connect with speakers
4 Essential Networking Tools
1.Nametag2.Business card3.10 word blurb4.Follow up system in place (email newsletter, postcard series)
Your nametag:the perfectconversation
starter
1. Make it legible.2. Include your company name.
3. Add your URL.4. Ask a question – request a resource.
Your nametag
Icebreakers: when you don’t know what to say..• Hi, my name is…• What’s your interest
in this topic?• What did you think?• Which is your
favorite?• Did you try the ____?
Peleg’s orange shoes
Your business card:
don’t leave home without
it
Don’t “forget” your cards or bring only
3.
Don’t thrust your card at
anyone.
The exchange
• Upon meeting?• In the middle of the
conversation?• At the end?• What if they don’t
offer theirs?
Your 10-word blurb:
Does it engage the other person?
What do you tell your mother?
I’m a graphic designer.
What’s wrong with this blurb?
Don’t label yourself.
I help wineries and related businesses
increase their revenue by designing and producing effective marketing
materials.
What’s wrong with this one?
I help companies leverage thought leadership through
social media.vs.
I help companies figure out the ‘video thing.’
Which is better?
I'm in print management.vs.
I handle the printing of all publications for our company.
Which is better?
Don’t assume people are
familiar with your industry.
I'm a fundraising copywriter.vs.
I write emotional and compelling sales letters for non profit
organizations.vs.
I can write a sales letter that will make your donors open their
wallets.
How ‘bout these?
I am a marketing consultant.vs.
I work with people who hate to promote themselves.
vs. I teach creative solopreneurs
how to get really good clients.
Variations on my blurb
Your 10-word blurb1.Formula: Who you work with + what you do for them
2.Should be clear and pique your listener’s interest
3.Should be different for each listener
4.Use verbs instead of nouns and labels
Don’t forget your new blurb.
How not to brag…
• Tell stories – have 2-3 ready to tell (requires some prep)
• Focus on facts and results rather than adjectives.
How to get out of a conversation
• It was great to chat with you…
• I need another Swedish meatball.
• Do you know Sally?
Follow up
Email (via Biznik)Phone
Handwritten notes
Set the foundation for follow up while you’re talking
Find something in common. Learn something from the other person.
Give an idea, a resource, something that will help them. (Hint: You have to find out what they need.)
Find a project you can work on together.
Do it now(if we have
time).
Could you be a
Master Networker?
• Warm and approachable• Engaging and curious• Can talk to anyone about anything• They actually care?• Fearless?• They connect others
Qualities of a Master Networker
charlie
Sunir ShahChief Handshaker, FreshBooks
Ultimate goal
To demonstrate:•Professionalism•Reliability
•Resourcefulness
Tools to follow through on these
promises.
Contact management:Track your prospects
with Highrise
Highrisehq.com
Email marketing:Stay in touch with your prospects with
Emma.
We love
We love
Bizjam Special!20% subscription discount
Make sure you mention Marketing Mentor!
www.MyEmma.com
Online billing:Do estimates, proposals and
invoices professionally
FreshBooks.com
We love FreshBooks……for estimating
www.Freshbooks.com
www.Freshbooks.com
We love FreshBooks……for online networking
Speaking of online networking:
Connect thru Biznik
Biznik.com
We love Biznik…….for bringing people together
My offer to you:FREE marketing tips
in your inboxAND
FREE half hour phone consultation
About Marketing Mentor:
When you need someone tobounce ideas off orbe accountable to
Ongoing weekly or bi-weekly coaching sessions
OROn call consulting
Save the date!August 27-29
Chicago
www.CreativeFreelancerConference.com
Raffle firstthen
Questions?I’ve got answers!
Thanks!