When I was younger, I started going to networking events thinking it was a great place to land clients.  I figured I would show up, have a couple of conversations, and walk away with a billion or two warm to hot leads.  Some people would likely be fawning all over themselves just to work with me, right?  Well, I certainly don’t have the charisma of Tony Robbins (thank God, I find that personality extra-super annoying).  I did learn, however, that the best way to network as a writer, isn’t about swapping business cards.

You’re a Writer and Nobody Ever Sees You

Personally, I wouldn’t mind sitting in my office and writing some of the best stuff to ever be printed, posted, published, or otherwise read by other people.  Unfortunately, without recognition, that’s quite difficult.  There are, fortunately, places to get seen.

In person networking events are great.  You can send out DM’s, emails, and pitches all day long, but they’re a faceless connection request (sometimes social media users will actually look at the face behind the account, but often not).  In person, though, you instantly build that trust and rapport simply by being a real person.  Now, if you want to screw all of that up and be F.U McSleazerson, that’s on you.

Online networking events can tend to work mostly as well.  And they help you get out of your local area, and meet prospects from around the country or world.  You see each other on the Zoom call, and then people that are good prospects you can touch base with them in a longer one-on-one setting.

Model Your Networking Like Your Writing

Now that we know why, let’s talk a little bit more about how to network as a writer.  This is where it can be tricky, and you really have to know your audience, your offer, and make it super succinct.

People go to networking events expecting to hear pitches.  If you’re showing up and pitching, you blend right into the crowd.

To stand out, your job is to create an aura around the conversation that is very similar to your writing.  That means, steer that conversation in a way that creates a storytelling narrative.  Build up that suspense, weave the person you’re talking to into the story, and make them feel like they’re a part of it.

By the end, you can subtly weave in your call to action.  It’s not, “Hey, want me to write your book for you?” but rather, “What if your unique story could get you on stages, land you consulting gigs, and make you stand out from your competition?”  The goal isn’t to sell them on your product at the networking event, it’s to sell them on the idea that you really know what you’re talking about.

Build Your Voice and Presence

Those who show up, get remembered.  Networking isn’t a one-time deal; it’s a consistency game.

I’m a part of a group called Achieve Systems (hit me up if you want to learn more about this group and what it can do for you).  Achieve provides a ton of networking opportunities both online and in person.  While most of the in-person events are in Colorado, the online stuff is open to anyone around the world.

If you join once and collect names and contact info, and bounce, you’ll quickly be forgotten.  However, if you’re there at many of the events, showing your face, building your voice and presence, people will remember who you are and what you do.

One of the primary goals of networking is to be recognized as the go-to person in your industry.

Position Yourself as a Resource

To do that, you have to take all that crappy sales training you’ve learned, and mostly forget it all.  Really, you have to re-learn how to sell because the sales training you learned from GlennGarry Glenn Ross is trash in the modern era.

What you need to do is show that you’re a resource and an authority in your industry.  Offer advice, tips, and be a resource and not a salesperson.  As a writer, you aren’t selling to everyone.  It’s actually quite difficult to convince someone that doesn’t need writing services (whether that’s copywriting, blogging, ghostwriting, or otherwise) that they actually do need your services.  Instead, you can show them how a blog enhances their web presence.  Teach about the value of a newsletter.  Point out that being a published author is what sets them apart from the competition.  Give little tips and tricks on how to do it.

Because when it comes down to it, they’ll make one of two decisions.  They’ll decide it’s important, or it’s unimportant.  If it’s important, they’ll make two more decisions; do it themselves, or hire a professional.  When they realize how much work goes into writing, you’re the professional on their mind, because you continually showed up.

The Sale is in the Follow-Up

And that brings me to the last point that’s actually quite a salesy salesman type point: you have to follow-up.  Some people will express interest right away.  Others will be on the fence.  And most will say, “That’s super cool, what a neat job!”  You can follow up with them all.

Interested folks, set an appointment right there to get to know them and discover their goals and learn about the projects they’ve already thought about.

On the fence, swap information and follow up later over coffee or in a quieter setting to really get to know them, what they’re all about, and their career.

Uninterested, swap information, and then a couple of days later, follow up with a simple email that says, “Hey, great meeting you on Wednesday evening!  I really enjoyed (their outfit, their story, learning about their career, or something personal like that), and let me know if I have this correct.  You work for XYZ company, you’re in charge of ZYX, and right now you’re looking ABC clients, right?  In case you forgot, I work for COMPANY, and do ZYX, and I work great with people that are (insert ideal target here).  If you know anyone, I’d love the referral to them, I even pay a referral fee.”

Quickly and easily set the premise for a reply email.

How do your networking experiences go?  Do they fall flat, or are you killing it?