Keith Ferrazzi - Never Eat Alone

You've Got to Market the Marketing

Once you've put in all that hard work and landed a nice article, it's no time to be modest. Send the article around. Give it to your alumni magazine. Update your class notes. Use the article to get even more press coverage. I'll attach a recent article about me to an e-mail and in the subject line write, "Here's another one of Ferrazzi's shameless attempts at self-promotion." Most people get a kick out of it and it keeps you on everyone's radar.

There's No Limit to theWays YouCan Go About

Enhancing Your Profile

There are literally thousands of different ways to get recognition for your expertise. Try moonlighting. See if you have the time to take on freelance projects that will bring you in touch with a whole new group of people. Or, within your own company, take on an extra project that might showcase your new skills. Teach a class or give a workshop at your own company. Sign up to be on panel discussions at a conference. Most important, remember that your circle of friends, colleagues, clients, and customers is the most powerful vehicle you've got to get the word out about what you do. What they say about you will ultimately determine the value of your brand.

This is one of those tricks of the networking trade that may not seem big, but boy, can it come in handy.

If you have any writing skills at all—and yes, the good news is we all have some level of skill—you can get close to almost anyone by doing a piece on them, or with them, even if it's for your local newspaper.

Me, write? I don't have a Shakespearean bone in my body, you say. Well, no one has had that bone for 500 years.

These days, with the Internet and newsstands busting at their seams with publications of every imaginable orientation, everyone can be an author. And writing articles can be a great boost for your career. It provides instant credibility and visibility. It can become a key arrow in your self-marketing quiver, creating relationships with highly respected people and helping you develop a skill that's always in high demand.

First, get over all the romantic pretensions around writing. In business school, when I was dreaming about publishing an article in the Harvard Business Review, I had a wonderful encounter with a visiting professor who had written a number of high-profile articles and books. I asked her how I, too, could become a writer.

"Write," she told me.

Brows furrowed, I nodded. When no more advice came from her esteemed mouth, I asked: "Anything else?"

"Write, then write some more. When you're done—and here's the kicker—keep writing.

"Look," she said, "there is no secret. Writing is tough. But people of all talents, at all levels, do it. The only thing necessary to become a writer is a pen, some paper, and the will to express yourself."

Bright woman. Want to write something? Write it. Want to get published? Call an editor and tell him you want to submit an article. Your first time may be a flaming failure. Nothing in life is a sure thing. But that's how people do it.

A lot of business writing is collaborative. While the hunger to be recognized is great, busy people higher up the ladder often don't have the extra time to work alone on something like an article. Instead, they choose to either contribute their expertise or work with others to get it done.

The process I've used to pull these types of things off is simple. First, what's your content? What kind of interesting things are going on in your industry or personal life? Have you learned to do what you do differently or found an easier and more efficient way of doing it?

Once you've got a hook—some subject of interest you'd like to explore that you think others will find interesting—get in touch with the editor of a publication that's likely to publish such material. You don't have to make the op-ed page of the New York Times. Community newspapers, professional newsletters, even in-house company publications have white space they need to fill. At this stage, all you're looking for is some tentative buy-in, a small show of interest that you can use to gain access to others in researching the piece. And once you get published, you've got a track record— and samples of your work that you can use to snatch more chances.

What's an editor going to say when you pitch him or her an idea? Probably something like "Sure, sounds great. Very busy. Gotta go. Let me see it when it's done." This is how editors talk and this is what they invariably say.

But now, when you call others to interview them, you're not just Joe Shmo, you're Joe Shmo calling about an article targeted for the Poughkeepsie Gazette (or something like that). And these aren't just random people you're calling, either. These are the people you've painstakingly targeted as the top experts and thinkers in the subject you're investigating.

What you've just unknowingly done, by calling these people and setting up an interview, is established a terrific environment for meeting anyone anywhere. The odds will never be stacked so clearly in your favor. The subject of conversation is something you know the other person is fascinated with. And by then, you'll have had the time to become pretty snazzy with the subject yourself. You're offering value through the publicity you'll potentially garner. And the mutual understanding that you're working together toward a common objective will make what would normally be a formal affair into something much closer. It's an opportunity to shine!

Most of the time, I like to share credit and offer a byline to the person who becomes most helpful. Explain that their insights are truly unique and impressive and that you would welcome their coauthorship. You'll do the research and writing and all they have to do is give some time and energy to the project. Then, once you begin to collaborate, ask them (or they more than likely will volunteer) to open their network to you for additional research and interviews. And just like that, you're expanding your network exponentially with contacts that otherwise might have seemed out of reach.

Guess what? By article's end, whether it's been published or not, you've managed to learn a great deal and to meet a group of important people who potentially might be important to your future. And you now have a very good reason to stay in touch with them.

Newt Gingrich, the famous Republican politician and ailabout-Washington gadfly, is known to tell a story about a lion and a field mouse. A lion, he says, can use his prodigious hunting skills to capture a field mouse with relative ease anytime he wants, but at the end of the day, no matter how many mice he's ensnared, he'll still be starving.

The moral of the story: Sometimes, despite the risk and work involved, it's worth our time to go for the antelope.

Are you only connecting with field mice? If you are, start turning your attention to reaching out to the sort of important people that can make a difference in your life and the lives of others. The kind of people who can make you, and your network, sparkle.

The conscious pursuit of people with power and celebrity has a bad rap. We're taught to see it as an expression of vanity and superficiality. We regard it as a cheap and easy means of getting ahead. As a result, instead of acting on our impulses, we repress them. We buy celebrity magazines like People, Us Weekly, or, in the case of business folks, Fortune, to peer safely from a distance into a world we're so obviously hungry to know more about.