I want to pass along a bit of valuable advice for networking I recently received. I attended a networking event and I made a mistake. As I was moving through the room, introducing myself and my service, trading business cards and making new contacts, I was introduced to a man who asked what I do. As I went into my quick run-down of what I offer, he smiled, pulled me aside, and said, "Let me offer you some advice." He then pointed out my glaring mistake.
As I was introducing my services, I explained that I was a freelance writer specializing in business copywriting and that essentially, "I do everything." Now while it's true, I offer my writing services to every industry in every format, and do not limit myself to one specific area, that's not the message I should present when networking. I had let myself become a bit over zealous, trying to pull in as much business as possible from as many directions as I could and had forgotten the importance of specificity. I was throwing myself out there, only to be forgotten.
The wise old networking guru explained that by telling people I do everything, three days later, no one would remember exactly what it is I do. I was simply too broad. By including a niche in my presentation, I make myself more memorable.
The next day, I attended another event, keeping this advice in the forefront of my mind. This time, after including my niche, the contacts looked around the room for people to introduce me to. Lo and behold, there was no one. Not a single soul related to my niche. Disheartening at first, my contacts then started asking, "well do you write for medical?" Yes I do. "Let me introduce you to this person." "Can you write radio ads?" Yes I can. "Let me introduce you to this person." And on it went. "Website content?" Yes. "Direct mail ads?" Of course. "My campaign manager is struggling with our fundraising letter. Can you take a look at it?" Of course.
In the event where I messed up, I traded many business cards, but was generally forgettable. Never a good thing. In the second event, my client potential in the room skyrocketed when I included my niche, even though there was no one in the room attached to that field. Providing a focal point for what I do created a more memorable impression. Rather than people forgetting what I do three days later, they will remember what I do, and wonder if I could also do other things.
When you're networking, remember that being good at everything means being great at nothing. By focusing on specificity, you present yourself as great in one area, and more people will want to know if you're great in other areas as well.
Good luck and good networking.
As I was introducing my services, I explained that I was a freelance writer specializing in business copywriting and that essentially, "I do everything." Now while it's true, I offer my writing services to every industry in every format, and do not limit myself to one specific area, that's not the message I should present when networking. I had let myself become a bit over zealous, trying to pull in as much business as possible from as many directions as I could and had forgotten the importance of specificity. I was throwing myself out there, only to be forgotten.
The wise old networking guru explained that by telling people I do everything, three days later, no one would remember exactly what it is I do. I was simply too broad. By including a niche in my presentation, I make myself more memorable.
The next day, I attended another event, keeping this advice in the forefront of my mind. This time, after including my niche, the contacts looked around the room for people to introduce me to. Lo and behold, there was no one. Not a single soul related to my niche. Disheartening at first, my contacts then started asking, "well do you write for medical?" Yes I do. "Let me introduce you to this person." "Can you write radio ads?" Yes I can. "Let me introduce you to this person." And on it went. "Website content?" Yes. "Direct mail ads?" Of course. "My campaign manager is struggling with our fundraising letter. Can you take a look at it?" Of course.
In the event where I messed up, I traded many business cards, but was generally forgettable. Never a good thing. In the second event, my client potential in the room skyrocketed when I included my niche, even though there was no one in the room attached to that field. Providing a focal point for what I do created a more memorable impression. Rather than people forgetting what I do three days later, they will remember what I do, and wonder if I could also do other things.
When you're networking, remember that being good at everything means being great at nothing. By focusing on specificity, you present yourself as great in one area, and more people will want to know if you're great in other areas as well.
Good luck and good networking.
RSS Feed