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!

Contact me:

www.marketing-mentor.com

www.marketingmixblog.com

ilise@marketing-mentor.com

(201) 653-0783

Thanks!