How Not to Network with Ilise Benun Author and Co-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 he...
A little about me… <ul><li>Self-employed since 1988  </li></ul><ul><li>Fired from 2nd job - “I’ll never work for anyone ag...
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 <ul><li>AWED meeting </li></ul><ul><li>NAPO Chapter </li></ul><ul><li>NY Magazine </li>...
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 ...
<ul><li>I don’t feel like it  or  I don’t have enough confidence.  (That comes with practice.) </li></ul><ul><li>2. I don’...
Networking is ideal when: <ul><li>You need work right away </li></ul><ul><li>You’re new to an industry </li></ul>
Networking 101 1. Listen and ask questions (i.e. be genuinely curious) 2. Bring plenty of business cards 3. Follow up
Networking 102 The Marketing Mindset.
Where to go Your industry  vs.  Your client’s industry
What kinds of events? <ul><li>Business card exchanges </li></ul><ul><li>Cocktail parties/mixers </li></ul><ul><li>Educatio...
Did you do your homework for Bizjam? <ul><li>Check out the list of attendees/exhibitors </li></ul><ul><li>Find out what th...
At a conference (like this one)… <ul><li>Don’t take a break during the breaks </li></ul><ul><li>Before (and after) session...
4 Essential Networking Tools <ul><li>Nametag </li></ul><ul><li>Business card </li></ul><ul><li>10 word blurb </li></ul><ul...
Your nametag: the perfect conversation starter
<ul><li>Make it legible. </li></ul><ul><li>Include your company name. </li></ul><ul><li>Add your URL. </li></ul><ul><li>As...
Icebreakers: when you don’t know what to say.. <ul><li>Hi, my name is… </li></ul><ul><li>What’s your interest in this topi...
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 <ul><li>Upon meeting? </li></ul><ul><li>In the middle of the conversation? </li></ul><ul><li>At the end? </li...
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. Wh...
I help companies leverage thought leadership through social media. vs. I help companies figure out the ‘video thing.’ Whic...
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...
I am a marketing consultant. vs. I work with people  who hate to promote themselves.  vs.  I teach creative solopreneurs h...
Your 10-word blurb <ul><li>Formula:  Who you work with + what you do for them </li></ul><ul><li>Should be clear and pique ...
Don’t forget your new blurb.
How not to brag… <ul><li>Tell stories – have 2-3 ready to tell (requires some prep) </li></ul><ul><li>Focus on facts and r...
How to get out of a conversation <ul><li>It was great to chat with you… </li></ul><ul><li>I need another Swedish meatball....
Follow up <ul><ul><li>Email (via Biznik) </li></ul></ul><ul><ul><li>Phone </li></ul></ul><ul><ul><li>Handwritten notes </l...
Set the foundation for follow up while you’re talking
<ul><li>Find something in common. </li></ul><ul><li>Learn something from the other person. </li></ul><ul><li>Give an idea,...
Do it now (if we have time).
Could you be a Master Networker?
<ul><ul><li>Warm and approachable </li></ul></ul><ul><ul><li>Engaging and curious </li></ul></ul><ul><ul><li>Can talk to a...
charlie
Sunir Shah Chief Handshaker, FreshBooks
Ultimate goal <ul><ul><li>To demonstrate: </li></ul></ul><ul><ul><li>Professionalism </li></ul></ul><ul><ul><li>Reliabilit...
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 inbox AND FREE half hour  phone consultation
About Marketing Mentor: When you need someone to bounce ideas off or be accountable to Ongoing weekly or bi-weekly coachin...
Save the date! August 27-29 Chicago www.CreativeFreelancerConference.com
Raffle first then Questions? I’ve got answers!
Contact me: www.marketing-mentor.com www.marketingmixblog.com [email_address] (201) 653-0783
Thanks!
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How Not To Network

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Ilise Benun's presentation, "How Not To Network," given at BizJam Seattle on July 10, 2008.

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  • How Not To Network

    1. 1. How Not to Network with Ilise Benun Author and Co-founder of Marketing-Mentor.com
    2. 2. 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.
    3. 3. A little about me… <ul><li>Self-employed since 1988 </li></ul><ul><li>Fired from 2nd job - “I’ll never work for anyone again.” (Too naïve and angry to know any better.) </li></ul><ul><li>20 years later: running a successful consulting practice </li></ul><ul><li>Full-time mentor (and partner) to the creatively self-employed. </li></ul><ul><li>Author of 6 books on marketing </li></ul><ul><li>Frequent contributor to magazines </li></ul><ul><li>National speaker </li></ul>Ilise Benun
    4. 4. Raffle at the end (and available wherever books are sold) www.marketing-pricing-guide.com
    5. 5. Available on amazon.com
    6. 6. My business is built on networking <ul><li>AWED meeting </li></ul><ul><li>NAPO Chapter </li></ul><ul><li>NY Magazine </li></ul>
    7. 7. What is networking? Meeting people in person and… … building relationships with some of them.
    8. 8. 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.”
    9. 9. <ul><li>I don’t feel like it or I don’t have enough confidence. (That comes with practice.) </li></ul><ul><li>2. I don’t know where to go. (You haven’t identified your market.) </li></ul><ul><li>3. Nothing ever comes of the connections I make. (You may not be doing enough follow up.) </li></ul>What gets in the way?
    10. 10. Networking is ideal when: <ul><li>You need work right away </li></ul><ul><li>You’re new to an industry </li></ul>
    11. 11. Networking 101 1. Listen and ask questions (i.e. be genuinely curious) 2. Bring plenty of business cards 3. Follow up
    12. 12. Networking 102 The Marketing Mindset.
    13. 13. Where to go Your industry vs. Your client’s industry
    14. 14. What kinds of events? <ul><li>Business card exchanges </li></ul><ul><li>Cocktail parties/mixers </li></ul><ul><li>Educational events </li></ul><ul><li>Speed networking </li></ul><ul><li>Trade shows (when the exhibitors are your prospects) </li></ul><ul><li>Dinners (awards, galas) </li></ul>
    15. 15. Did you do your homework for Bizjam? <ul><li>Check out the list of attendees/exhibitors </li></ul><ul><li>Find out what they look like </li></ul><ul><li>Reach out to them in advance </li></ul><ul><li>Plan to meet? </li></ul>
    16. 16. At a conference (like this one)… <ul><li>Don’t take a break during the breaks </li></ul><ul><li>Before (and after) sessions </li></ul><ul><li>Connect with speakers </li></ul>
    17. 17. 4 Essential Networking Tools <ul><li>Nametag </li></ul><ul><li>Business card </li></ul><ul><li>10 word blurb </li></ul><ul><li>Follow up system in place (email newsletter, postcard series) </li></ul>
    18. 18. Your nametag: the perfect conversation starter
    19. 19. <ul><li>Make it legible. </li></ul><ul><li>Include your company name. </li></ul><ul><li>Add your URL. </li></ul><ul><li>Ask a question – request a resource. </li></ul>Your nametag
    20. 20. Icebreakers: when you don’t know what to say.. <ul><li>Hi, my name is… </li></ul><ul><li>What’s your interest in this topic? </li></ul><ul><li>What did you think? </li></ul><ul><li>Which is your favorite? </li></ul><ul><li>Did you try the ____? </li></ul>
    21. 21. Peleg’s orange shoes
    22. 22. Your business card: don’t leave home without it
    23. 23. Don’t “forget” your cards or bring only 3.
    24. 24. Don’t thrust your card at anyone.
    25. 25. The exchange <ul><li>Upon meeting? </li></ul><ul><li>In the middle of the conversation? </li></ul><ul><li>At the end? </li></ul><ul><li>What if they don’t offer theirs? </li></ul>
    26. 26. Your 10-word blurb: Does it engage the other person?
    27. 27. What do you tell your mother?
    28. 28. I’m a graphic designer. What’s wrong with this blurb?
    29. 29. Don’t label yourself.
    30. 30. I help wineries and related businesses increase their revenue by designing and producing effective marketing materials. What’s wrong with this one?
    31. 31. I help companies leverage thought leadership through social media. vs. I help companies figure out the ‘video thing.’ Which is better?
    32. 32. I'm in print management. vs. I handle the printing of all publications for our company. Which is better?
    33. 33. Don’t assume people are familiar with your industry.
    34. 34. 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?
    35. 35. 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
    36. 36. Your 10-word blurb <ul><li>Formula: Who you work with + what you do for them </li></ul><ul><li>Should be clear and pique your listener’s interest </li></ul><ul><li>Should be different for each listener </li></ul><ul><li>Use verbs instead of nouns and labels </li></ul>
    37. 37. Don’t forget your new blurb.
    38. 38. How not to brag… <ul><li>Tell stories – have 2-3 ready to tell (requires some prep) </li></ul><ul><li>Focus on facts and results rather than adjectives. </li></ul>
    39. 39. How to get out of a conversation <ul><li>It was great to chat with you… </li></ul><ul><li>I need another Swedish meatball. </li></ul><ul><li>Do you know Sally? </li></ul>
    40. 40. Follow up <ul><ul><li>Email (via Biznik) </li></ul></ul><ul><ul><li>Phone </li></ul></ul><ul><ul><li>Handwritten notes </li></ul></ul>
    41. 41. Set the foundation for follow up while you’re talking
    42. 42. <ul><li>Find something in common. </li></ul><ul><li>Learn something from the other person. </li></ul><ul><li>Give an idea, a resource, something that will help them. (Hint: You have to find out what they need.) </li></ul><ul><li>Find a project you can work on together. </li></ul>
    43. 43. Do it now (if we have time).
    44. 44. Could you be a Master Networker?
    45. 45. <ul><ul><li>Warm and approachable </li></ul></ul><ul><ul><li>Engaging and curious </li></ul></ul><ul><ul><li>Can talk to anyone about anything </li></ul></ul><ul><ul><li>They actually care? </li></ul></ul><ul><ul><li>Fearless? </li></ul></ul><ul><ul><li>They connect others </li></ul></ul>Qualities of a Master Networker
    46. 46. charlie
    47. 47. Sunir Shah Chief Handshaker, FreshBooks
    48. 48. Ultimate goal <ul><ul><li>To demonstrate: </li></ul></ul><ul><ul><li>Professionalism </li></ul></ul><ul><ul><li>Reliability </li></ul></ul><ul><ul><li>Resourcefulness </li></ul></ul>
    49. 49. Tools to follow through on these promises.
    50. 50. Contact management: Track your prospects with Highrise
    51. 51. Highrisehq.com
    52. 52. Email marketing: Stay in touch with your prospects with Emma.
    53. 53. We love
    54. 54. We love Bizjam Special! 20% subscription discount Make sure you mention Marketing Mentor! www.MyEmma.com
    55. 55. Online billing: Do estimates, proposals and invoices professionally
    56. 56. FreshBooks.com
    57. 57. We love FreshBooks… … for estimating www.Freshbooks.com
    58. 58. www.Freshbooks.com We love FreshBooks… … for online networking
    59. 59. Speaking of online networking: Connect thru Biznik
    60. 60. Biznik.com We love Biznik… … .for bringing people together
    61. 61. My offer to you: FREE marketing tips in your inbox AND FREE half hour phone consultation
    62. 62. About Marketing Mentor: When you need someone to bounce ideas off or be accountable to Ongoing weekly or bi-weekly coaching sessions OR On call consulting
    63. 63. Save the date! August 27-29 Chicago www.CreativeFreelancerConference.com
    64. 64. Raffle first then Questions? I’ve got answers!
    65. 65. Contact me: www.marketing-mentor.com www.marketingmixblog.com [email_address] (201) 653-0783
    66. 66. Thanks!

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