As the Marketing Companion podcast approaches a pivotal transition, I wanted to take a moment to share some raw reflections on a topic that I’ve skirted for most of my 13 years as host: the real, lasting value of relationships in our business—and in our lives.

The latest episode wasn’t just another deep-dive on marketing tactics or the latest technological leaps. It was a refreshing, at times vulnerable, conversation with my dear friend and marketing powerhouse Mathew Sweezey. Together, we explored what companionship and genuine connection really mean in marketing, and, more candidly, in my own journey.

Although Mathew works for Monks, named Ad Age magazine’s AI agency of the year, he is, and always has been, about the human relationship.

You can hear the complete podcast episode here:

Listen to Episode 330 of The Marketing Companion

Why I Avoided This Topic

I’ve never excelled at what people traditionally call “networking.” I tell stories about ducking out of cocktail parties packed with potential clients, all so I could have one meaningful dinner with an old friend. Frankly, I’ve always preferred deep, one-on-one conversations over the shallow hustle of business-card exchanges, where people look over your shoulder hunting for the next “important” contact.

Yet, time and again, friends (including Mathew) insist I’m actually good at relationships. The irony? Maybe I just don’t fit the conventional mold. My strongest connections often live far away, and for years I’ve felt a nagging sense that I haven’t done enough to build local, everyday friendships.

But this show — and the heartfelt sentiment Mathew shared — made me realize the other side of this narrative. Whether sitting by a fire sipping bourbon with close friends after years on the speaking circuit, or watching the tight-knit nature of the RISE community, it’s become clear: relationships are not a numbers game. They’re about depth, support, and showing up when it matters most.

The Only True Competitive Advantage

We swapped stories about brands that exemplify the power of real human touch. [Matthew Sweezy](/speakers/B) described how the CEO of an ultralight backpacking brand personally answers gear questions on Reddit, creating passionate customer loyalty. He told another memorable story about a gear retailer whose staff reached out after a sock order—not with a canned follow-up, but to genuinely ask, “Where are you headed on your next adventure?” That’s how you make a customer for life.

The data backs it up. After Backcountry.com introduced their “Gearheads” program—dedicated, knowledgeable staff providing personal advice—customer engagement and lifetime value soared by over 40%. The takeaway? In a world of AI, automation, and content velocity, the single thing your competitors truly cannot copy is how you treat people.

The Future: Humane Marketing

As we discussed the implications of rapidly advancing AI, another nuance came into focus: the line between human marketing and humane marketing. Increasingly, customers (even those who are hesitant with technology) would rather get a fast, caring resolution from artificial intelligence than be stuck on hold with indifferent customer service. Our real goal as marketers, then, is to deliver the most humane experience that solves problems kindly and efficiently, regardless of the source.

There was a poignant moment in our conversation when I reflected on my path, shifting from building things to building people. Author Arthur C. Brooks suggests that our greatest fulfillment later in life comes from nurturing, teaching, and mentoring. That’s where I find meaning now, and what I hope to do more of post-podcast.

Relationships, it turns out, have underpinned everything we’ve built on this show, even when they didn’t look like “networking” as the business world defines it. And if you’re out there feeling like I am — not quite wired for the cocktail circuit, but still hungry for connection — take heart. Your quiet, consistent loyalty and willingness to show up matter deeply to the people it touches.

Please support our sponsors, who make this fantastic episode possible.

This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now, any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customers to your main message. We are here to support businesses successfully navigating their digital presence to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

A recent Semrush study found that AI search traffic is projected to surpass traditional search by 2028. That makes now the time to prepare your brand for the future of search.

With Semrush AI Search tools, you will lead this transition.

• Track your AI visibility score: See a single, clear benchmark of your share of voice across AI search platforms.
• Identify AI mention opportunities: Uncover sources where your competitors are cited—but you’re not—including social media, forums, and more.
• Benchmark against competitors: Find the exact prompts, mentions, and sources where your competitors appear in AI responses and you don’t.
• Discover trending prompts: Spot the real questions your audience is asking AI platforms—and build content around them.
• Shape your brand narrative: Monitor the sentiment and context tied to your AI mentions, and make sure your brand is being represented the way you want.

Illustration courtesy MidJourney

The post The critical distinction between Human versus Humane marketing appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

The new episode of The Marketing Companion is a study in networking contrasts.

Author and college educator Amanda Russell begins our show by explaining how she gathered some of the most influential people in Austin, TX, for a dinner where they exposed their most vulnerable lessons — and she didn’t even know these people!

On the other extreme of the networking continuum is me. I explain how I had a chance to go to a cocktail party with CMOs from Disney, ESPN, and other big brands and passed it up because I preferred to have dinner with an old friend. I’m an introvert who hates crowded events. How do I succeed in business? I’m not quite sure.

Amanda provides a masterclass in networking (a word Amanda dislikes, but it is what it is!). This is a fascinating show exploring ideas on connecting to people in meaningful ways, even when our lives are moving 1,000 miles an hour.

Some themes:

• Deep research on potential connections
• Creating value that cuts through the noise
• Continual effort to build on momentum
• Establishing a mutually-beneficial relationship
• Focus on the individual, not the ask
• Prioritizing follow-up and follow through
• Establishing reciprocity
• The role of community

You won’t want to miss this fascinating discussion!

All you have to do is click here to listen:

Click on this link to listen to hear Episode 257

Resources mentioned in this show:

Mark Schaefer’s Personal Branding Master Class

Will Storr’s book The Status Game

Book by David Marx Status and Culture

Other ways to enjoy our podcast

• Try this! “Alexa, play the latest episode of The Marketing Companion.”
• Click here to download the latest episode or subscribe on iTunes
• Listen to us on iHeart Radio
• Find us on Google Play
• Find the podcast on Stitcher
• Complete Marketing Companion Episode Guide

Original illustration created by AI through MidJourney

The post My fatal flaw: I’m allergic to networking appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

By Mars Dorian, {grow} Contributing Columnist

Last week I attended a secret Christmas artist party on the distant outskirts of Berlin. The invite-only event was located in a garden colony, inside a former workshop for heavy machinery. The event was a Who’s Who of Berlin’s fine artists.

I went to the event for three reasons:

• The organizer was a sculptor with whom I had co-exhibited two months earlier
• I was hungry like hell and knew the event would feature a giant buffet
• I wanted to meet previous customers of my art and hook potential buyers

This was a great opportunity to do some networking at a social event — but how to remain cool and appropriate while doing it? I’ll let you know how it went for me and share my lessons. 

By the way, this post features a dynamite-equipped Santa Claus so do read on…

A sample is worth a hundred sentences

Guests at social events, even art parties, are not interested in hour-long conversations. They want to talk to many other people so you want to hook them ASAP. And samples are the grappling hook snapping instant attention.

In my case, being a cartoonist, I always flip open my Instagram feed which acts as my art portfolio.

So in the main hall of the art party, I showed a real estate guy all my artworks tagged with Berlin keywords while explaining the thoughts behind each creation.

I’ve also seen a sculptor carrying an art catalog with his recent work. Every time he showed his cartoonish horse and people figures, he pulled a small crowd. He would have never enticed folks by just talking about his creations.

But you don’t have to be a visual creator to hook folks at a social networking event.

Two years ago, I attended a freelance networking event in Berlin.

There, a translator carried a small flipbook which featured bite-sized English and German samples of his work. And since he specialized in translating works dealing with sustainability and social enterprise, his flipbook and logo were dark green, printed on recycled paper.

What a great idea to hook folks at an event while staying true to your brand!

Bypass their auto-pilot mode

You probably have witnessed it countless times:

Two strangers at a social networking event try to small talk. To break the awkward silence, they unleash the dreaded “so what do you do” question.

Ugh.

It’s the quintessential generic question and thus triggers generic responses. They are often low-energy, and try building engagement with low-energy exchanges.

You want to engage the other person by triggering their expertise and passion.

When I learned about the real estate guy constructing private flats in Berlin, I didn’t ask him any generic follow-up questions.

Instead, I wanted to know what he thought of the government’s new rent regulation laws which dramatically impacts how real estate works in the capital.

Within seconds, the guy ranted with passion, calling out specific politicians, explaining how this or that regulation was blowing up prices per square meter and complicated his business.

After his rant was over and rapport was established, he focused 98% on me.

Listen, it’s not the BEST idea to make your conversation partner rant. But a specific question aimed at their passion and expertise is so much better than lame questions they probably answer a dozen times at the same event.

You want to elevate them from a low-energy to a high-energy state so engagement can happen.

Bridging gaps when interests are opposite

During the initial phase of the conversation with the real estate guy, I realized he carried no interest in a cartoon or comic art, which was my flaming passion.

Bummer? Nah.

After having learned about his passion for urban planning, Berlin and its history, I knew I could reframe my art, making it more tasty to him.

I told him about my style which I dubbed Urban Cartoon Art, and how my characters were manifestations of the city:

• Hipster Unicorns, partying in the infamous Berghain club
• start-up yuppies wearing smart clothes spammed with social media ads
• pensive street artists with elven ears, ruminating about life

All these creations were inspired by Berlin’s city vibes, which piqued the real estate guy’s interest. I also told him about my last exhibition inside a hall that used to be a military horse ban during the German Empire era.

Soon, the real estate guy started asking me specific questions about style and ideas. After fifteen or twenty minutes of passionate talking, he even ended up buying a limited art print he saw on my Instagram feed.

Double-win.

Conclusion

Small-talk at social and networking events can be a treasure hunt. By showing samples of your work, asking specific, expertise-related questions and linking them to your offer, you can make great connections and deals happen.

Mars Dorian is an illustrating designer and storyteller. He crafts words and pictures that help clients stand out online and reach their customers. You can find his homebase at www.marsdorian.com and connect with him on Twitter @marsdorian.

The post How to be business cool while networking at a social event appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

By Mars Dorian, {grow} Contributing Columnist

When I was starting out in the digital world, I thought the internet was a new religion.

I thought: “I don’t need to build those pesky relationships in the real world and can just produce everything digitally, making a killing.”

Almost a decade and a good dose of experiences later, I’ve U-turned on my mindset.

Through my self-publishing and content creation, I’ve realized how unreliable algorithms are compared to building real, genuine human connections.

Below, I want to reveal my (increasingly sucky) experiences with algorithms and show why human connections beat them on every. Single. Level.

Algorithms always make you pay

When I was focusing on self-publishing genre novels on Amazon, the rules of success were simply:

1. Know your genre market and its tropes
2. Create a good enough book with a nice cover that pleases the target audience
3. Release and repeat!

The rules have changed … for the worse. The top principles still apply, but now, you also have to rapidly release new books (ideally every 1-3 months) to keep ranking high(er) in the ever-changing algorithms.

On top of that, you have to bleed bucks to fund ad campaigns. Just like Google ads, the more you shill out for keywords, the higher your possible reward.

Self-publishing has become a pay-2-play scheme where not the best author, but the one with the highest marketing budgets wins.

I know of genre thriller writers who spent $10,000 per month on Amazon ads alone. Keep in mind, these are individuals, not big corps with marketing departments.

The lesson is simple. Every site or platform where algorithms rank your content and products WILL downgrade into a pay-to-play scenario. And with increasing competition, the costs will space-rocket until they become unaffordable for the average creator.

Real-life relationships rarely cost money. Some of my best projects came from long-term buddies or clients that LOVED working with me.

No money investment required.

Algorithms are a cheater’s game

The most successful authors on Amazon are not just the ones with the highest ad budgets, but also the best cheaters.

Self-publishing is full of authors gaming the system to rank high on the sales pages:

• Hire cheap labor from developing countries to mass release low quality but still profitable books for their target audience
• Stuff their books with unoriginal and copied content to up the page size. Since Amazon’s lending program KDP pays you for every page the customer reads, the more pages your book has, the more you can potentially earn
• Pay for fake reviews to artificially boost product sales

What do any of these cheats have to do with good book writing? Nothing, but the algorithms can’t differentiate so they reward the cheaters.

Since algorithms are not nearly as complex as us humans, they can be (easily) manipulated, thus rewarding the best cheater, not the best creator.

Do you really want to spend time and effort on learning to trick the system instead of honing and selling your craft?

You can’t build long-term relationships with algorithms

You can successfully work with algorithms for years only to have everything taken away in a day.

A friend of mine made over 5K a month for years by creating small niche sites. He researched less competitive but still profitable keywords, produced targeted content and infused it with affiliate links.

Then Google unleashed its Panda update changing the way it ranked sites. My friend’s niche site empire crumbled. He told me he had lost over 80% of his revenue overnight.

With humans, it’s a different game.

For example, the last week, I’ve met up with my creative artist buddies I’ve known for over 20 years. In the middle of the conversation, one sculptor friend of mine asked me what I was working on. I snapped out my phone, showed him my newest artwork on Instagram and wowed almost everyone in the round. They marveled at my new style and told me they were looking for someone with a comic-inspired art style. They immediately offered me to join their group exhibition in Berlin this September.

The real estate agent who usually funds their exhibitions was also part of the round, and he agreed to pay for my expenses just as fast.

I wasn’t exactly friends with him, but we both knew each other for over a decade so trust existed. He liked my work, he knew me, so spending money on me was a no-brainer.

Finding the right wavelength

This fruitful encounter may seem like a lucky coincidence. In fact, it’s a result of years of connecting with each other.

When you wavelength with go-getting folks who like and trust you, collaborations are bound to happen.

This would have been IMPOSSIBLE in the algorithm-dominated world. You could have successfully ranked on Google for a decade only to lose your ranking with a single update.

Algorithms don’t have a consciousness so they never care about you.

With my niche site builder friend, they wouldn’t think: “Jeez, this guy worked with us successfully for a decade. Let’s give him a break and help the guy get ranked.”

Building long-term relationships are essential not only for your well-being, but also for your career.

Every time you nourish your connection to a like-minded human being is a possible stepping stone for the future.

I know I’ve him quoted him many times before, but cartoon-based content creator and marketer Hugh McLeod from Gapingvoid said it best:

“Your network is your retirement fund.”

Conclusion

Algorithms reward you as long as you know how to trick them. But in the long-term, they’re unreliable and impossible to build lasting relationships with. But marketing, as well as creative careers, are built on relationships.

Of course, you have to work with algorithms, but don’t rely on them.

Focusing on the human element matters more than ever.

Mars Dorian is an illustrating designer and storyteller. He crafts words and pictures that help clients stand out online and reach their customers. You can find his homebase at www.marsdorian.com and connect with him on Twitter @marsdorian.

The post 3 Reasons I’m choosing people over algorithms appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

By Mars Dorian, {grow} Contributing Columnist

Divisive politics span across the globe, robotization threatens to replace millions of workers, geo-conflicts throw people at each other.

The future seems so uncertain. The present seems so … harsh.

Flipping through your favorite news channels is starting to look like the billboard chart of nightmares. But as the Chinese symbol for crisis consists of “danger” and “opportunity,” we can use these uncertain times to help our online businesses and others in the process. I’ve listed three tips to make 2017 our best (online) year ever, despite the ever-present poison.

1) Guard your attention

I recently talked to a friend who had previously toiled away in the European finance sector. During years of manic 70+ hour weeks, his health took a deep dive. Damaged by the stress, he ended up in a hospital and was forced to consider the arc of his life. With a refreshed mind, he decided to escape the rat race.

My buddy’s now a digital nomad and independent finance coach dedicated to being productive while keeping his mind and body fit. He’s accomplishing more than ever, but works smarter and more joyfully now. I am asked him how he was so happy with all the toxicity in the world. This is what he told me:

“First of all, I stopped watching the news. I quit all the subscriptions to newspapers that worried more about click-bait articles than actually informing me. So divorce yourself from any content that doesn’t support you on the mental or physical level you wish for.”

He’s also divided his time into smart consumption (30%) ) and creation chunks (70%).

• Smart consumption: Only consume content that teaches new skills or entertains in an uplifting way, like an explanatory YouTube videos or stress-relieving Hollywood movies.
• Creation: Timed periods (about 25 minutes a session, with little 5 minute breaks in-between) that is focused creation and NO access to the web. He used an app called Freedom, which allows you to block websites for the duration of your work.

Attention is one of the rarest goods in our busy online world right now. Choose wisely!.

2) Lead or join offline groups

Many years ago, I Skyped with fellow online blogging newbie Scott Dinsmore. We talked about strategies to create revolutionary content and make our baby websites grow up. He created a little website called “Live Your Legend” which blew up and become a global movement.

Unfortunately, in September of 2015, Scott died during an African holiday adventure, but his spirit lives on, even in my hometown of Berlin.

Last week, I visited a Live Your Legend meet-up near my home. Americans, Portuguese, Hungarians, Germans, and Israelis attended to help each other turn ideas into viable products. I made tons of useful contacts and also helped connect people with each other. This little meet-up showed me how many similarities we have, if we choose to work together.

Next, I joined an LitRPG online group and became heavily involved. LitRPG is a sub-genre of sci-fi and fantasy — think “Matrix” meets “Lord of the Rings” but with video game mechanics. This sub-niche is full of passionate fans, eager to consume every book out there. Since I’m writing a couple of LitRPG books right now and love the space, I participate in the ravings and share relevant content.

Lesson: Meeting people in REAL LIFE, learning, and collaborating is the best way to get energized and get your mind out of the Internet black hole. These new connections are igniting my creativity, opening up new opportunities, and expanding my mind.

3) Create unifying content

I consume an unhealthy amount of videos, ebooks, and blog posts, and I’ve noticed the online space has become more hostile than ever. Both in the US and in Europe, people get derided for being in the wrong political camp, enabling a hostile “you’re with me or against me” mindset.

The situation is so bad that we are starting to see political messages where there aren’t any. We endlessly debate soda commercials and their political ramifications. And Lady Gaga gets criticized for NOT making a political message during her Super Bowl performance. Perhaps we are at a point where we even expect an entertaining song and dance performance to be toxic and become angry if it’s not!

Everybody just seems to be throwing random punches in the air. The web feels like a Beat ‘Em Up video game where the other party needs to get defeated at all costs.

The question is — what is in your control here? What kind of messages are you putting out?

Not too long ago, I was working on a sci-fi book with heavy political leanings. I made a point in my writing to vilify a certain group of people. But I trashed the draft when I asked myself: Is this work bringing people together or splitting them apart? I was becoming part of the problem.

I don’t want to add more poison to the world and I am making a choice to help unify instead of divide.

Every statement we make on the web is content that can potentially unify or divide. Many people are profiting from dividing people. I don’t want to support that any more and, in fact, I want to do my part to create a different experience on the web.

Even with the poison all around me, I’m committed to making 2017 the most positive year ever.

Mars Dorian draws funky illustrations and pens sci-fi thrillers for the Internet Generation. His latest novel is available on Amazon for just $2.99! Consider his artwork for your next project: http://www.marsdorian.com

The post Three ideas to end the social media poison appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

By Mars Dorian, {grow} Contributing Columnist

The grrreat peak and performance coach Tony Robbins once said, “If you want to get results no one’s getting, you have to do things no one’s doing.”

To power up his statement, Tony mentioned golf-giant Tiger Woods lifting weights(!) to up his game.

Golfers lifting weights? Wasn’t normal, that’s why Tiger got abnormal results. Meow.

I took his advice to heart and looked for ‘unusual’ methods to boost my networking skills. Inhaling blog posts and how-to books wasn’t enough, so I asked my folks in town. An American friend swooned over a guy from San Francisco who had once been working for Cirque de Soleil. She said the man was a creative genius improv teacher that had helped her become a bad-ass communicator.

I was hooked.

But since I didn’t know much about improv, I watched a couple of Youtube videos and saw a bunch of guys and gals acting like young Jim Carrey tripping on illegal substances. I thought, who are these clowns Nevertheless, I tried a local two-hour session with my friend in Berlin and my mind was blown.

Below, I reveal my top three networking lessons I’ve learned from doing improv…

1) Embrace the three circle strategy

My improv teacher introduced me to a theatre technique that works in every situation where you want to connect with an audience, even if it’s just one person. In short: the first circle is the passive mode where you stand like a frozen tree and just absorb what everyone else is saying. Picture an introvert and shy artist being an incredible listener but too afraid to speak up.

I’ll get to the second circle in a sec.

In the third circle, you exude energy. You walk in and light up the room. Speak with fire and dominate your space. Lots of extrovert self-marketers excel at that. It can be effective, but it also comes across as self-centered and domineering, because there’s no place for the partner. He or she feels getting preached to.

In the second circle lies the magic.

Here, you mix the first with the third.

Say what you want about Donald Trump, but even his comedian arch nemesis Bill Maher admitted he was a good listener. When Trump speaks, he goes full third circle. Speaks with vigor and gestures wildly. But when he’s in a private conversation, he apparently only focuses on you and asks you questions, making you feel like you’re the center of the world.

Lesson: Know when to listen with utmost care and when to present yourself with passion. Most people either do the former or latter, you will learn to master both. Remember the second circle. Remember the balance.

2) Be a “Yes” (wo)man

The improv teacher wanted to break our rigid behavior and introduced us to the “Yes, and…” game. Here, someone offers you a premise and no matter how ridiculous it sounds, you have to accept the invitation and add information in a positive matter.

I’ll give you an example.

A woman during the sessions came up to me and said,

“Mars, let’s go to Mars with my new spaceship.”

My first reaction was negative. I thought that sentence made no sense. But that was my closed mind speaking. A second later, I accepted the invitation and added information.

“Yes, and we take your mother Jill with us. She’s been a lifelong fan of red planet movies and will be the first grandmother to ever set foot on Mars.”

It was a made-up answer, but the goal was to add information in a positive matter. Despite the simple rules, half of the people in the session either added a negative response (no, we can’t do that), or didn’t add any new information, or worse, didn’t say anything at all. This showed me how stuck up and closed our minds were. A deal breaker when building business relationships.

Lesson: in a business negotiation, we are quick to shut down requests or ideas we don’t agree with. That’s when I encourage you to remember the ‘Yes, and…” game. If someone comes up with a request you can’t deliver or disagree with, think “yes and…” see what happens:

“Do you think you can create a positive, corporate logo with a lower budget?”

I may not be able to do it myself, but that doesn’t mean the interaction ends.

“(Yes, and…) I may know some people who can help you with that.”

3) Spontaneity breeds rapport

My improv teacher, in his most polite SoCal style, once said,“Mars, get out of your damn head.”

What he meant was that I constantly focused on giving the best performance as I tried coming up with witty and funny stories in advance. It kicked me out of the moment and cut rapport because I was in my head and not with my partner. Thanks, Mr. Miyagi.

Improv is all about spontaneity.

The teacher said I should concentrate on my partner exclusively, eying her body language, focusing on what she said and how she said it.

First circle behavior which most folks, even pros, do wrong.

If you’re watching the primaries in the States, you see a lack of spontaneity on both sides of the parties.

Some candidates sound like robots with canned responses, or worse, canned behavior. You watch them deliver their lines with precision and feel awkward, because it’s unnatural. Like it’s a setup instead of a genuine conversation. Like you’re dealing with a puppet that cares more about their performance than about your needs. Learning to become spontaneous makes you come alive in a dialogue, because you’re in the moment, fully present.

Lesson: I followed the spontaneity advice at my last online entrepreneur event. A speaker talked about building his online travel app from scratch and mentioned his personal development journey, including a trip to a Chinese Shaolin temple where he had trained. After the talk, I approached the entrepreneur all networking style and wanted to unleash my unusual biz questions, “blah blah…how much did you raise, how did you build connections…” etc.

But since I had focused on his talk and watched his body language opening up during the Shaolin part, I tossed the standard approach and asked him what the best part of his one month temple experience was. Boy, the man’s eyes glowed as he swooned over sparse rice meals with veggies, hours of meditating in the early morning on the mountain and hardcore training discipline that even eight year old kids went through. We built instant rapport, exchanged biz cards and parted on a high.

Lessons learned.

While the audience around me was listening with half an ear, looking down and fumbling with their phones like trained monkeys, I tuned out everyone and everything but the speaker.

So, instead of sounding like two pre-scripted marketing bots auto-pitching at each other, being spontaneous, you build a genuine connection, which can be the basis of a grrreat biz relationship, or even better, friendship.

Conclusion

Being a good communicator is the alpha and omega of building business relationships. Tony Robbins is right when he says that unusual methods lead to unusual results. Improv has helped me heaps with building deeper connections with potential clients and partners.

If you’ve ever participated in improv or another theatre discipline, share your favorite lesson that you apply to connecting and networking.

The post 3 Unusual networking lessons I’ve learned from improv appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

By Brooke Ballard, {grow} Contributing Columinist

When I think about any high point in my professional career, I can attribute the win to networking momentum.

I’ve put a lot of stock, time, and energy into these wins.

However, I feel like nowadays people think networking is a quick fix.

In fact, when I Googled networking I came across articles like:

• Networking Success In Just 10 Minutes A Day
• How To Network Your Way To A New Job In Just 5 minutes A Day
• The 5-Minute Networking Plan

To which I’m like, “HUH?!”

My networking wins did not happen in five minutes, ten minutes, or even overnight.

To me, networking is best suited as a daily, ongoing task that can take years to return a solid investment.

It also takes a wholly human effort.

Foundations of networking momentum

You have to have a solid structure in place for networking to drive growth.

For me, there are four key areas I use to secure valuable connections within my network:

1. Online events & groups
2. Mobile
3. Social media
4. In-person meetups

For instance, I first heard Mark Schaefer speak at Social Media Examiner’s Social Media Marketing World in 2013 (SMMW13 — the online event).

I had read his blog many times, but never commented or interacted.

I may have shared his posts to Twitter, but I honestly can’t remember.

At that time, I was probably a lurker, or defined as grey social media.

But after hearing him speak, I needed more.

I had to get to know Mark … I wanted to connect with him as a “big thinker” who could help me grow as a marketer, and also grow my network.

To do this I connected with him on both Facebook and LinkedIn.

I disclosed information about myself, why I wanted to connect with him, and complimented his way of thinking.

Mark accepted my connection requests and a few months later asked if I wanted to meet in person in NYC.

After a few failed attempts at getting together in NYC, we were finally able to meet.

And that’s when our networking momentum grew exponentially.

Sure, there was a return on investment for my personal growth previous to having lunch, but the more time I invested in the relationship, the bigger returns I produced.

I’ve had financial returns on my relationship with Mark as well.

As I invest more in our relationship, I expect those type of returns to grow.

New Networking Age

With the regular use of social media to furiously thrust people into our networks, I think we think we’ve pushed the easy button.

But if you look more closely to those connections, I bet you’ll find that 98% of those don’t turn into a solid return that’s measurable.

While social media is impressive in its ability to connect us to each other, I think we’ve hit an evolutionary stage where we’re going back to in-person meetings to grow more closely with connections who can bring our network to the next level.

What’s old is new again, and face-to-face is the preferred meeting choice of most executives.

Side note: I think Skype and Google Hangouts are unique ways to fulfill the face-to-face needs when location is working against you.

The major drawback with using only online forums, groups, mobile, or social media to connect is the high rate of decline.

Once you e-meet someone growth is usually stagnant, where I’ve found an in-person meeting usually pushes the relationship to the next level.

In just the past three months I have secured the following in my professional career with high-level, in-person networking:

• A new social media client (she came from Mark’s blog to my blog to a free consult and converted to a client)
• A new partner in a soon-to-be launched sub brand for B Squared Media
• A new gig as a part-time Lecturer at Baruch College in NYC
• A new consulting client
• Two paid writing engagements

Each one of these wins started online in some capacity, moved to social media (I include mobile here because much of my networking is on the go), and eventually moved to some IRL (in real life) — outside of a screen for the most part.

The new consulting client and I used GoToMeeting to connect since she’s in Canada, but we still made an effort for face-to-face connection.

There are also some freebies in there which also add to my bottom line since I would have had to spend money on these free perks.

Each of these dots were connected only after months, even years, of networking. And each involved the human element of a face to tip from a peripheral connection to a direct and personal gain.

Why Face-To-Face Matters

I love social media and online marketing.

I love my digital friends, too.

So why does face-to-face seem to play such an important role in networking returns?

1. Trust is taken to the next level: When I read what you’re typing, or hear what you’re saying, I’m still missing what your body language is telling me. If your actions match your words, there’s trust. If they don’t, I’m a little more wary about your level of authority, your trustworthiness, and your intent.
2. It’s TRULY two-way conversation: I’ll be the first to admit that sometimes on that call I’m responding to tweets, or checking mail, or watching my dog sleep peacefully in her bed. Not always, but yeah, sometimes. When you’re looking someone in the eye, whether digitally or in person, the level of interaction is cemented in what you can physically see.
3. Tone & voice are much easier to understand: We’ve all gotten that cryptic email or tweet. I find these are especially hard to decipher when you’re just getting to know someone, but when you can look them in the face and receive context clues (and see body language), it’s easier to understand the meaning behind what’s being said.
4. It makes our connection, and network, more human: With the increase of information, and an emphasis on vanity metrics like followers, and number of fans, I think many of us want to move back to what’s “real” — and when we’re with real, live people we to more easily express feelings and emotions, as well as mirror the emotions of our connection.

For me personally, the best ROI has come not just from networking, but from taking networking offline to an in-person meeting.

And while we’re experiencing growth and innovation with online mediums and social media, there are distinct advantages to thinking “old school” when it comes to making the most out of your connections and network.

Do the greatest networking investments take the most time? Do they have to happen in person, or can they happen only online with no virtual or in-person help?

I’m curious to know if online or offline networking has yielded the highest returns for you. Let me know in the comments section below.

See you in the social sphere!

Brooke Ballard is an in-the-trenches digital marketer & owner at B Squared Media. Her mantra is “Think Conversation, Not Campaign” so be sure to give her a shout on Twitter.

The post Three huge ideas to build your networking momentum appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

By Mars Dorian, {grow} Contributing Columnist

I’ve done the unspeakable.

I’ve pushed myself away from my iMac screen, neglected my internet connection, and stepped into that strange realm they call the analog world. Maybe you’ve heard of it; it’s filled with 3D objects you can actually touch, offers amazing resolution (better than a Retina display) and is full of these two-legged, carbon-based lifeforms.

Analog-ia.

Why did I do such a thing, considering that I’m a full-time online entrepreneur? Well, I wanted more offline clients from my local area to diversify my income. And guess what? After much crashing and burning, I’ve acquired a handful of well-paying clients that keep coming back.

In this post I’ll reveal the top three tips that I’ve learned on how to find customers in the analog world:

1. Attention is in even shorter supply in Analog-ia.

I held a blogger meetup in the co-working space on my street last week. More than a hundred people attended, but they were chatting the entire time the speaker was talking. The audience was rude, but not because of a lack of respect;  it’s simply that the smartphone age has decimated their attention span. Even afterwards, when I was talking to startup entrepreneurs, I found they could barely focus on my face, bewitched by the nagging impulse to check their iPhones.

This made me realize that a business pitch in real life must be just as concise as the one you’d make in the digital world. I began trimming any unnecessary personal info and reduced my intro to the service(s) I offer: illustration that gets attention. Then, when I would run into one of these people again, they would introduce me to their friends and say something like, “Check out this guy’s artwork online, it’s sick,”  “He’s a brilliant illustrator,” or “He’s a kick-ass artist.”

Now, is that a complete representation of my character? Does it include my many travels, interests, hobbies, or even the indie-publishing I’m involved in now? No, of course not. But let’s face it: most conversations with strangers at business/tech events are of a superficial nature.

People want to talk to as many people as possible and they typically only care about how you can help them. You can cry about it, or you can evolve your approach. That’s it. In the age of permanent internet, you’re just a swipe away from being ignored, even when you’re standing right in front of someone.

So drop all the extra sugar and be the Diet Coke of pitching.

2. Treat your business card exchange like a ritual.

I’m sure you’ve heard that every human’s favorite word is their own name. Therefore, you might say the most respectful gesture is to use (and remember) someone’s name. I think this is true for business cards as well.

I remember the ritual for exchanging business cards when I lived in Japan. As you might expect, the folks from the land of the rising sun do things differently: they take your card, hold it with both thumbs on each side and inspect it for at least 2-5 seconds before they carefully tuck it away in their wallet. This sounds trivial, but it has an effect on you. Suddenly, you feel like the most important person in the room. In an instant, the conversation with your partner will improve many times over. I brought this custom home with me when I returned.

Whenever I receive someone’s business card, I make a deliberate effort to inspect it and make some kind of compliment. The person usually lights up, because that’s an unusual behavior. Give it a try.

The next time someone hands you a business card, don’t just go “abracadabra” and make it disappear into your wallet. Spend at least five seconds of your precious time and make a positive, but honest, remark about the card.

You have no idea how great an impact this can make.

3. Make them the star of the show.

Back in the early days of analog meetups, I spent a lot of time egotistically tooting my own horn. I walked up to people clutching my business card, ready to “Dorian-ize” my victim. This was my Standard Operating Procedure:

Hey, I’m Mars Dorian, I’m an illustrator/designer.
Look at how great I am.
(flips through my portfolio)
Have you seen this illustration?
Muahaha, pretty sick, eh?
You want to work with me?

Ugh. Many lessons of empathy and common business sense later, I’ve changed my approach and started to focus on them:

• I ask what they’re trying to build up (instead of what they’re doing, that’s so lame)
• I ask about their challenges
• I ask about their needs

More often than not, after all the asking, the conversation partner switches roles and becomes curious about me. If I can figure out what their business is about and what challenges they face, I can change my pitch slightly to accommodate their interests.

If, for example, someone says he’s an online entrepreneur who now self-publishes books, I would talk about my cover design services. If someone says she’s an online blogger and loves comic illustrations, I can show her my more comic-related portfolio. You get the idea.

The funny thing is,  I’ve made many more “analog” clients this way, because a lot of people remember having a good time with me. (Amazing how “great” conversations can turn out to be if you make it all about them, no?) And since I’ve given them my illustrated business card, whenever they need an illustrator, I’ll spring to mind. Now that’s a win in my e-book.

The analog world is a strange place, but even an online entrepreneur can acquire kick-ass customers if they master the game of offline conversations (influenced by internet habits). What’s your advice for dealing with carbon-based lifeforms in Analog-ia?

Mars Dorian draws funky illustrations and pens sci-fi thrillers for the Internet Generation. His latest novel is a mix between Star Wars and Silicon Valley called Attack Planet
which you  can check out on Amazon for just $2.99! Consider his artwork for your next project:  http://www.marsdorian.com

The post Adventures in Analogia: How to Find Customers in the Offline World appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.