How Your Personal Brand Is A Networking Power Tool | Larry Easto | Skillshare

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How Your Personal Brand Is A Networking Power Tool

teacher avatar Larry Easto, Best-Selling Writer

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

8 Lessons (27m)
    • 1. Introduction

      1:31
    • 2. Networking Reframed

      3:37
    • 3. Networking Opportunities

      4:40
    • 4. Best Networking Practices

      3:30
    • 5. Build Your Personal Brand

      5:15
    • 6. Now It's Your Turn

      2:41
    • 7. Conclusion

      4:26
    • 8. Your Next Steps

      1:45
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About This Class

Haven’t you wasted enough time on counter-productive networking?

How much time and energy have you lost to networking meetings where other people are more interested in what they can get from you than how they can help you?

Isn’t it time that you stopped wasting time by chasing unpromising, so-so leads … and started to grow your business instead?

On completion of the video lesson and class project of this class, you will have learned what you need to know to grow your business … without wasting time networking.

And what’s even better, when you complete the class project, will qualify for a free copy of Connecting With Helpful Strangers.

To continue to grow your business, you can’t continue to rely only on family, friends and close personal contacts.  Sooner or later you are going to have to connect with strangers.

Traditionally, self-employed service-providers grow their businesses by continuously expanding their network of contacts. But some people are shy about reaching out to strangers. 

Many people don’t know how to connect with strangers; others are deterred by the fear of being blocked by spam filters.

Whether you're and introvert or an extrovert, Connecting With Helpful Strangers will help you expand and enhance your network of supportive contacts.

In this back-to-basics book you'll learn:

The magic of mutually beneficial connections

  • How to identify and leverage those things you have in common with strangers
  • How to contact people whose names you know
  • How to contact people whose names you do not know
  • How to take action and implement the best practices for connecting with helpful strangers

Meet Your Teacher

Teacher Profile Image

Larry Easto

Best-Selling Writer

Teacher

If you earn any part of your livelihood by selling your services, I want to help you attract more clients.

In other words, I want to help you generate more of the new business that you want and deserve.

Long story short,  I have come to understand that marketing services is all about establishing and maintaining relationships with those wonderful people we love to serve … and are good at satisfying.

These marvelous folks are also known as ideal clients.

As short, user-friendly learning opportunities, Skillshare classes can help busy people like you learn more about what marketing is as well as the skills necessary to ge... See full profile

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Transcripts

1. Introduction: Hi there. I'm Larry East. Oh, welcome to how your personal brand is a networking power tool. Through networking, I've had the good fortune to connect with some wonderful clients and amazing network connections. Without a doubt, networking has made some significant contributions to whatever have been able to achieve. However, even though I love the potential of networking, there are times when I absolutely hate it. Networking has wasted more time and energy than any other single business activity in this class. I will help you learn what you need to know to use your personal brand as your networking power tool. Specifically, in this class, you will learn how to reframe networking as a mutually beneficial process. Given that business is all about relationships with people, you will also learn how networking helps to identify potentially helpful relationships. Also, learn the four different forms of networking opportunities, how to build your personal brand of networking and top tips for preparing for networking. In other words, given these teaching elements on completion of the self study elements, you will have learned what you need to know to leverage your personal brand is a networking power tool to generate more business for your business. So let's get started. Let's reframe this process known as networking. That's the first lesson 2. Networking Reframed: many years ago, McGraw Hill Ryerson LTD. A subsidiary of McGraw Hill Cos. Invited me to prepare a book about networking for small business instead of re plowing the overworked ground of networking to generate leads. The book networking is more than doing Lunch presented networking as an easy to follow and natural process of owners of small businesses helping each other from start up the wind up , in addition to helping making networking amore comfortable process. For me, this approach is served. The test of time networking as a vehicle for helping other business owners is as important in today's Internet driven marketplace as it was in 1999 when the book was first published following the delivery of my finished manuscript, McGraw Hill Ryerson, My next big project was across country speaking to her sponsored by a major bank. This was a dream come true from coast to coast. 14 presentations in eight cities in 10 days. The second stop on the tour was Duncan, British Columbia, in the northern part of Vancouver Island. I've never heard of Duncan before or since. It's a beautiful location with friendly people, but it's not the kind of place that makes news that would carry more than 2700 miles to my home. Following my luncheon address, the organizer invited me to a networking event. Later in the day, I hesitated with my networking book in production. I wasn't sure about the neck networking potential, either for me or for the participants. Overcoming my concerns, I decided to attend. It was probably the mention of fresh salmon tip the scale. When I arrived, it was much like any social gathering, high energy, loud conversation, lots of talking about local issues and current events but no evidence of networking. As I had come to understand. When the meal was announced, the experience moved from pleasant to just amazing things quietened. As the crowd moved to the dining room and the excitement level rose. Inside, the diner leaves a colorful salad bar stocked with fresh local produce. There were also many platters of grilled salmon from the cold waters of the nearby Pacific Ocean and roast organic beef from local farmers. The feast was complemented by wonderful B C wine and ended with magnificent homemade desserts. It was indeed a truly memorable meal, but is a networking experience not so much So what is personal networking? A common dictionary definition of a personal network is a set of human contacts and no one to an individual with whom that individual would expect to interact at intervals to support a given set of activities. Personal networks are intended to be mutually beneficial, extending the concept of teamwork beyond the immediate peer group. Looking back in my experience in Duncan, as amazing as the experience was in it of itself, it was not business networking. It did, however, and make a valuable contribution to existing business relationships. Purely and simply, Success in business is all about successful relationships with people. This includes online and offline relationships, including in person relationships. Among the many purposes of marketing is to help build and maintain these relationships. In effect, networking helps identify potentially helpful relationships up next networking opportunities 3. Networking Opportunities: any interaction with others generates networking opportunities. These opportunities range from spontaneous and unexpected to highly planned and structured . Generally speaking, networking opportunities typically take one of four forms. Networking with friendly strangers, plant networking sessions, unstructured networking and structured networking. As we go about our daily activities, we meet and engage with many people. Occasionally in conversation with a stranger. We realize that we and that person share many common interests. In cases like this, the Temptations become totally engrossed in conversation excluding everyone else. If there no one interested companions, there's no problem in yielding to this temptation way. On the other hand, many years ago, I was attending a family funeral in small talk with the Fuel director. He asked about my work and became very interested when he learned that I was a writer. He wanted to book me for speaking engagement at an upcoming event. Normally, I'd be happy to talk about my work, but at that time I had other things on my mind. Excused myself to go find a family member to talk Teoh. My next contact with the funeral director was at another family funeral when you wanted to pick up the networking, I found another family member to chat with the moral of the story. Although networking opportunities can arise spontaneously, networking is not appropriate in all circumstances. All business organizations and associations provide opportunities for members to interact with each other and discuss their respective businesses. As a result, they simplify the task of identifying people who can probably help. Opportunities could rise spontaneously, like unplanned contact with the funeral director discussed earlier, like unplanned contacts with strangers, Networking begins when two members of the same organization discover they have common interests. It's acceptable, even expected, that you pursue areas of mutual interest with people whom you meet spontaneously. A business event. Other situations in which like minded people can interact with each other. A rise in pliant activities called networking sessions. Normally, the recession's air separate components of regular meetings. After preliminary activity, such as a mealer speaker, the networking session begins. Networking sessions might also be an element of another function, such as a conference or seminar in format. These events can reach all the way from totally unstructured gatherings to highly structured and tightly controlled activities in an unstructured format. The chair of the meeting announces something like it is no time for networking and advises or instructs the participants to network with each other, with little of any further instructions that participants air left on their own to introduce themselves to each other and discuss the respective businesses. Instructor gatherings are ideal for your very focused and very self directed individuals with very little effort. They can connect with like minded people and discuss mutual concerns. Unfortunately, the same instructor gatherings could be disastrous for rest focus and self directed people . They're more likely to be Spectators at the event, watching others indirect. At the end of the event, there option left unsatisfied, still looking to meet someone who could help. In a more structured format, everyone is expected to follow the instructions of the leader or facilitator. Typically, the leader divides the group into smaller groups, either with or without specific criteria. The leader then gives the small groups a task to perform a topic to discuss the rial purposes, to allow members to get to know each other, facilitating a discussion of their businesses. Ideally, this process will lead to the point that individual participants can identify how they can help each other, structured gatherings are good for people who are more reserved in meeting others and less assertive when seeking help. By following instructions and answering specific questions, they can probably open up and discuss their businesses more easily and effectively than might otherwise be. The case, very focused on self directed individuals are frustrated by structure gatherings. Instead of moving in their own direction or at their own pace, they must go with the flow, patiently waiting for everyone to participate. 4. Best Networking Practices: like all interpersonal activities, there's no one size fits all solution to networking. The best practices outlined in this lesson will help you make the most of your networking activities. The key is to customize and personalize thes practices to incorporate you and your best stuff. I met Glory had a small business trade show. I was an exhibitor promoting my first book. Gloria took the initiative in injury, introducing herself, including her work role. I reciprocated Gloria's introduction and introduced myself to her. Even though each of us was wearing trade show name badges, we still introduced ourselves to each other. Our mutual introduction started on a positive note and continued from there. This positive conversation led to a very satisfactory outcome. Doubleday purchased the race to the second edition of my first book. Ultimately, this edition of the book was translated into six languages and sold more than 100,000 copies worldwide. I'd like to think the same outcome would have happened without the friendly introduction, but I'm just not sure. Looking back on the event, I now believe the interaction opened the door, knew comfortable interaction between glory and me. The pleasant interaction eased us into an easy, mutually enjoyable conversation, which in turn increased the possibility that Glory would also like my book, hopefully enough to promote it to her colleagues at Doubleday. And that's exactly what happened in and of itself. The friendly introduction did not close the book deal, but the positive tone helps at the stage for the successful outcome. The moral of the story, a good introduction can definitely open the door to new and exciting opportunities. Wayne Walter Dyer was in American philosophers, self help author and motivational speaker. His first book, Your Erroneous Zones, is one of the best selling books of all time, with an estimate of 35 million copies sold to date. There are few universal truth that if you accept, embrace and employ them, your life will be easier. This is one of them. When you give, you receive, Here are some things you can give in order to trigger the mutual assistance component of networking. Note that they all share three common elements. First, they can be given at no cost to you but generate a high value for others. Secondly, their ideal relationship builders and 30 there's a huge return on the investment of your small investment of time, given her love of instant gratification. When networking, too many people ask for instant results, it's is it. By asking for a specific kind of client, they will immediately receive what they want and instantly close the sale. I'm not sure about you, but this hasn't been my experience. Justice. The sale of my first book to doubly started with an introduction. All successful client relationships start with introductions. If you don't ask for introductions, you probably won't receive many. The more prepared you are for your request, the more and better the outcomes you will enjoy. I'm also not sure why people don't consistently and go with the help of others may be there too eager to get over the next task at assumed wrongly that helpful people will know how much their help is appreciated. You can never go wrong with common courtesy. Remember to say thank you up next. How to build your personal brand with networking 5. Build Your Personal Brand: growing a successful service business isn't just about knowing the market inside out. In order to reach the next level, you have to build your brand, making yourself both visible and accessible. Networking represents the best approach to building your personal brand. Creating strong interpersonal relationships with supportive network contacts can help increase both your profile. Anja Credibility Here are some experience based suggestions for how you can use networking to develop and enhance your personal brand. In today's interconnected world, it's important to maintain an active online presence in the simplest of terms. The optimum online presence consists of three basic elements. First is your home base. This is like a star front. Were interested. People can learn more about you, your service and how you help clients. Your home base could be a website, a sub domain on another website or even a blawg. You really only need one home base. Choose whatever approach makes it easiest for potentially ideal clients and network contacts to find and learn more about you and your service. Your information channel is how you distribute your great content to your audience again. Keeping things simple. There are three main options if you love to write. Distribute your content through a blawg. If videos your preference. By all means, use that. And if you prefer audio, that's your information channel of choice. Use whatever platform will best reach your target audience. I've recently switched from a WordPress block to medium dot com, and it seems to be working well. YouTube, Facebook, life and video are all good for your video. And as I record this, I've yet to get into podcasting. But I want you. You could do your own research to find out the best podcast platform for your purposes. Social media sites or where the rial network happens, happens online of the hundreds, if not thousands, of these sites, which are the best ones for you. Those me the sites most used by your target Mahdi, an audience and ideal clients. In my case, linked in is my primary social media site. For your purposes, choose 2 to 3 sites where your target market typically hangs out and get engaged in the conversations. It's also important to continue to showcase your best stuff. Web based content and social media post represent ideal opportunities to share and discuss ideas is through these conversations that others will get to know you and recognise your expertise. Ideally, this will lead to some form of mutually beneficial connection. On the other hand, coming across the self promotional does more harm than good to your personal brand. It tends to turn off potentially helpful people. The best approach is to share content that offers true value and quietly showcases your best stuff. Live in person. Networking is still good. If you spend us much time behind a computer screen, as I do in personal networking can be a welcome break. Don't know where to start networking at the local level. Google local networking events and you can find at least one group that will be perfect for you. Just over a year ago, as I prepare this class, a friend of mine was making the shift from his role as a corporate financial analyst to his new life as a self employed bookkeeper. In preparation for his new life, he researched various business organizations for potential networking purposes. Based on his research, he ultimately decided upon B and I, and then identified several local chapters that he thought might be suitable after attending meetings and three maybe four chapters he decided on the chapter was best for him . Now, just over a year later, it turns out that B and I was a good choice for him. At this point, he's much busier than he thought he would be. He credits his group to the contacts and clients that he met through B and I networking events. Maybe be a NYSE rate for you. Or maybe some other local networking group would be more dear liking. You'll never know until you get up to the meetings to check out the many looking local networking opportunities that are available to you. Keep in mind the networking is all about mutually beneficial relationships. Before asking someone for something, consider how you can help them more help you offer and deliver, the more help you'll likely receive. Think of all those wonderful people you met in school and at other stages of your life whom you no longer see. There probably wasn't disagreement or falling out. In all likelihood, you just lost touch with each other. That's exactly what happens with support of business contacts and connections. When we failed to keep in touch the best on longest lasting relationships evolve over time and continue to grow and thrive with the help of ongoing maintenance and keeping in touch by keeping in touch regularly with clients, contacts and others who are important to your ongoing success, you help them remember how you help clients. What a great way to enhance and reinforce your personal brand. 6. Now It's Your Turn: Selena Sue is a publicity and business strategist who helps experts, authors and coaches build their brand and increase their influence. Here are some of her top tips for preparing for a networking event in order to maximize the number and quality of connections you make. First, write down your goals for the event before you head out to a meet up or happy hour. Get clear on your objectives so you can optimize your actions both before you go and once you're there, take time to think through why you're attending who you want to meet and what you'd like to achieve, Sue says. Write down what you're hoping to accomplish and the types of people you're hoping to connect with. Consider exploring why these goals are important to you to make sure your objectives air clear without clear goals. You won't be able to measure if you being successful. Next, research the people you want to me. If you're able to find the names of speakers and fellow attendees that you be interested in meeting, you need to do some homework so you have a basis for these introductory conversations. Arm yourself with information maximizes a chance that those conversations will be productive and memorable. You can reach out and events no need to wait for the event to start connecting, Su says. If you research the folks you're most interested in meeting, you can send them a personal email to let them. You know you'll be there is well and you're interested in connecting. If you aren't able to track down specific contact information or even if you are, consider posting to your social accounts using the event hashtag that you'll be attending the event and that you're interested in meeting like minded folks. It's important to create a contact information strategy. If the information you collect is disorganized or inconsistent, it's unlikely you'll be able to do any meaningful follow up. So spend time figuring out how you collect and keep track of contact. Information soon suggested designating a pocket or envelope as a sole place. You'll put business cards so they're all in one place and using a single notebook or sheet of paper to collect any other contact information. And lastly, be prepared to tell your personal story because people will likely ask about what you do. It's helpful to have a shortened version of your personal brand story. Focus on those things that make you and your work most unique and keep it concise. The goal is to be interesting, informative and relevant, not deliver boring monologue. 7. Conclusion : And now let's summarize what we've covered in the lessons First, what is personal networking? The three key elements of personal networking are an expectation of an ongoing interaction , support for given set of activities and the extension of the benefit of teamwork. Beyond the immediate peer group, successful business is all about successful relationships with people. This includes online and offline in person relationships. Among the many purposes of marketing is to help build and maintain relationships. Networking helps identify potentially helpful relationships. Any interaction with others generates networking opportunities. These opportunities range from spontaneous and unexpected to highly planned and structured , generally speaking, networking opportunities to pick typically take one of four formats. Networking with friendly strangers, planned networking sessions, unstructured networking and stretch structured networking sessions. There are a few universal truths that have you accept, embrace and employ them. Your life will be easier. This is one of them. When you give, you receive. If you don't ask for introductions, you probably won't receive many. The more prepared you are for your request, the MAWR and better the outcomes you will enjoy. Here are some experience based suggestions for how you can use networking to develop and enhance your personal brand first. Maintaining a active online presence in the simplest of terms. The optimum online presence consists of three basic elements. First is a home base. Your home base could be a website, a sub domain on another website, or even a block second and information channel. This is how you distribute your great content to your audience. And, third, a social media connector of the hundreds, if not thousands, of these social media sites, What are the best ones for you? Second showcase Your best stuff with based content and social media posts represent ideal opportunities to share and discuss ideas. The best approach is to share content that offers true value and quietly showcases your best stuff. Remember that live in person networking is still good if you don't know where to start networking in the local level. Google local networking events and you can find at least one group that will be perfect for you. And keep in mind that networking is all about mutually beneficial relationships. Before asking someone for something, consider how you can help them. And speaking of relationships, the best and longest lasting relationships evolve over time and continue to grow and thrive with the help of ongoing maintenance and keeping in touch by keeping in touch regularly with clients, contacts and others who are important to your ongoing success, you could help them remember how you help clients. And finally, here are five tips for preparing for networking events. Number one. Write down your goals for the event before you head out to a meet up for happy Hour. Get clear in your objectives so you can optimize your actions both before you go and once you're there. Second research the people you want to meet Arming yourself with information maximizes the chance that those conversations will be productive and memorable. Third, reach out in advance. If you aren't able to track down specific contact information or even if you are, consider posting to your social accounts using the event hashtag that you'll be attending the event and that you're interested in meeting like minded people. Fourth created contact information strategy doesn't in a pocket or envelope is the sole place you put business cards so they're all in one place and use a single notebook or sheet of paper to collect any other information on last but not least be prepared to tell your personal story because people will likely ask about what you do. It's helpful to have a shortened version of your personal brand story. Theo goal is to be interesting, memorable and relevant, not. 8. Your Next Steps: as familiar as the topic of networking is to me. Every time I read about it, I continue to learn new things, and preparing this class is being no exception. I picked up a few new ideas during the process. It is my sincere hope that you've learned some new things that will help you reap the benefits of combining your personal brand and networking just because it's the end of the class. It doesn't mean that you be on your own to face whatever marketing issues that may pop up down the road. Once you complete your class project, you can download your free copy of connecting with helpful strangers. Why would you want this book To build a sustainable flow of new business? You can't continue to rely only on family, friends and close personal contacts. Sooner or later, you're going to have to connect with strangers traditionally self employed service providers to grow their businesses by continuing to expand their network of contacts. But some people are shy about reaching out to strangers. Many people don't know how to connect with strangers, others already turned by the fear of being blocked by spam filters. In this e book, you will learn how to connect with potentially helpful strangers without spamming. This is more than just a small book. It's a tool to help you expand your neck network of contacts by connecting with those helpful people you don't know yet whether you're an introvert or an extra vert. Connecting with helpful strangers will help you expand and enhance your network of support of contacts. Let's keep in touch with the community forum. Thank you so much for participating this class. Keep on being awesome.