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Network Your Way To More Clients
by Steve Slaunwhite
I admit, I haven't always been a fan of networking. Having to get dressed up and travel to an event – in the hopes of casually meeting one or two potential clients – seemed unproductive to me.
But lately I've been changing my tune.
There have been a few instances, over the past couple of years, when I've met prospects and other valuable contacts at business meetings, conferences and other events.
One contact in particular, a marketing consultant, recommended me to a new client that has given me the majority of my copywriting work this year.
So I'm reconsidering my opinion of networking. It can be a very effective self-marketing strategy.
In fact, two participants in my Secrets Of Strategic Copywriting course – Lou Wassar and Rich Cook – have met new prospects, and cultivated new business-building opportunities, through networking within the past week!
Here's Lou's story, in his own words:
"I attended a regional chapter [of a major business networking association] Monday night. No direct leads for my copywriting business, but I did manage to move around the room and stir some interest. One woman, in the printing business, emailed me a note already saying that every now and then she runs into businesses who need help with their marketing materials, and would like, therefore, to stay in touch.
"Later in the meeting, another new contact I chatted with said he'd like to introduce me tomorrow morning at a much more well attended and significant networking group which meets weekly at a posh restaurant."
Lou was smart. He has already followed up on these leads by sending a thank you note.
Rich Cook also had success networking at his local chapter of the American Marketing Association (AMA) last week. Like most people who attend such events without knowing a lot of people, Rich was a little apprehensive at first. Then:
"I wandered up to a table and said Hello to the woman standing there. We started chatting. Another woman joined the conversation. When she learned I was a writer, she said she wanted me to meet someone. She dragged me over to another table where the head of the Communications Committee was standing. I was introduced.
"She told me that she was hoping to meet a writer to put together a brand new AMA chapter newsletter. She asked if I would be interested. I, of course, said, 'Yes!'"
Now Rich is the resident scribe for this AMA chapter, and is bound to come to the attention of dozens, perhaps hundreds, of potential clients. (The American Marketing Association has over 38,000 members.)
There's no denying it. Networking can lead to new contacts, new opportunities and, ultimately, new business.
Here are some tips that seem to work well.
1. Pick networking opportunities that are well attended by your target audience. For example, if you write for marketing managers, hang out at the same meetings and conferences that they do.
2. If you're not a natural schmoozer, set yourself an achievable goal. Introduce yourself to three new people. Then relax.
3. Follow up with everyone you meet with a Thank You card or note. Don't pitch your services (unless you've been asked to.) Just say something like: "I enjoyed meeting you at the AMA last week. Let's keep in touch!"
I'm networking more often these days, and it's paying off. Try it. If nothing else, it gets you out of the solitude of your home office for a few hours
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