I thought I was at the “Lady and the Champs” conference for speakers, but I might as well have been at the David Koop “How to Sell Books at a Conference” conference.

David’s one of my favorite PR LEADERS and he was racking up sales of his book to fellow attendees, even though he was a participant, not a presenting speaker, at the conference.

I asked David to share his tips for selling and serving.

How do you sell so many books?

I am asked that question more and more often. First and foremost, I drafted and put into place a multi-faceted marketing plan. As time went on, I updated the plan based on where I was in the life cycle of the book and took into consideration the results, or lack thereof, on each of the components in my plan.

My book hit the Bestseller list because I crafted an effective plan and I work it every day no matter where I am. If you have written a book, you know about Amazon Bestseller campaigns. That is not what I am talking about; that is a scheme to artificially push a book to the top of their sales list for an hour or a day just to have it fall back down to its real level.

My book has been on the Bestseller list for two entirely different months and for the entire Calendar year 2011 (even though it was only out for 7 1/2 months of the year) based on real purchases by real people, day after day after day and so on.

One of the key components of my success is that I am always selling my book no matter where I am. Our society makes that very easy, one of the first questions asked when meeting someone new is, “What do you do?” (Thank you Jesus, a soft ball right over the plate, why wouldn’t you swing?) “I am the Author of a Bestselling book” is my standard reply.

“Really what is it about?” Usually comes next. At that point I always hand them a copy of my book. That’s right, I never go anywhere without them. I suggest that they read the back cover of my book, which usually gets them to make some positive comment. “Wow I would like to read that someday, I have a brother who needs this book,” or one of many variations of a buy sign. To which I always reply, “Well I can personally autograph this copy for you at a special price, cash, check or credit cards all work just fine.”

Every meal at conferences I eat with a different group. The cover of my book is depicted on the front of my card that I pass around to introduce myself. People are always intrigued and I normally sell several books. The back of my card has directions on how to get more information on my book and a discount code for ordering your copy off my website if you failed to purchase during our meal.

There is a small pocket in the folder that the waitress brings your bill in. You know the one that you put your credit card in. Well once my bill is paid, I remove my credit card and replace it with one of my book cards…every time!

Every break, I again find new attendees to meet and I sell more books. Traveling to and from each conference, I ask virtually everyone I meet, “Do you like to read?” Ticket agents, shuttle drivers, gate agents, flight attendants, pilots, hotel personnel while checking in. “Do you like to read?” as I hand them my card I share, “Well this is a book that I wrote that made the Bestseller list.”

The bottom line is if you don’t ask you won’t sell. I am not rude about it; I am not pushy. I just answer their questions and share what it is that I do. Well that’s mostly true, I am an Author. But what I really do is sell. Everywhere, every time, I do not miss an opportunity.

As I attend different conferences I see people who don’t take full advantage of their every opportunity to promote and sell themselves. Just recently, I was at a marketing conference. During a Q&A session, I saw/heard person after person get up and say; “Hi my name is Bob and my question is…” Or they would just skip their first name altogether and go straight to their question. When I am called upon, I share my name, David Koop, but I don’t stop there. “Hi my name is David Koop; I am a Bestselling author, keynote speaker and a Certified World Class Speaking Coach.” This is about marketing, why wouldn’t you? I have even been pointed out on many occasions by the speakers for doing it… “See that’s how it’s done” they say. When it is appropriate I also share my URL.

In addition to the 20 books I sold at that conference, I also booked three new coaching clients by using that simple technique. This is just one small part of the many ways that I market my book. In addition to all of the larger, far more productive ways that I sell my book, I get to add these ideas which add an extra $10,000 each to my yearly total. It all adds up, large and small. Remember you are going to be there anyway, why not spread your message and profit from it too?

If you need help marketing your book, I am happy to help. Just email me.

David A.Koop,
Bestselling Author, Keynote Speaker and Certified World Class Speaking Coach
http://www.somedaygroup.com
“Cancer It’s a Good Thing I Got It! The Life Story of a Very Lucky Man”

Dan Janal helps small businesses get publicity so they can sell more products. My clients get terrific results from my coaching, consulting, done-for-you services and do-it-yourself tools. For info, go to www.prleadsplus.com or call me at 952-380-1554.

Many LinkedIn professionals simply copy their bios from their website or the back of their book. And believe me you can tell. For example, I recently spoke to Ted Gee about changing his LinkedIn profile. I told him that his summary read like a back flap of a hard cover book. His exact response was, “You nailed it! That is exactly what I did”.

Why Your LinkedIn Profile Should Not Sound Like an Author’s Biography…

Your profile should not sound like an author’s bio because it is and old and over used format. Do you remember anything you have read from a bio? No, that is because there is never anything interesting or memorable in an author’s bio. Your profile needs to entice your audience to want to learn more about you. It needs to have strong and engaging copy. It had to make the individual who is reading it scroll down further and eventually visit your website. But none of this can ever happen if your profile is dull and average.

Here are 5 Secrets to Making Your Profile More Exciting and Enjoyable to Your Readers…

1) Make your profile summary in 1st person not 3rd person. LinkedIn is a virtual networking platform for business professionals who want to do more business. It is the first step in building a relationship with someone. You wouldn’t introduce yourself in the third person if you met someone at a networking event. – would you? Then why would you introduce yourself on your profile in 3rd person when writing in first person gives you a more genuine and personal touch.

2) Speak to your audience’s desires, wants and needs. For example here is part of the introduction we created for the summary for PRLeads Founder Dan Janal:

Imagine being featured on the front page of USA TODAY — and then being able to double your speaking fees immediately just like PR LEADS client Patrick Snow of Creating Your Own Destiny. Imagine the website traffic and sales you can generate if only you can find a way to get more publicity so you can speak to millions for free!

Now, small business owners, solo PR firms, speakers, authors and entrepreneurs can get name-brand publicity tools and publicity coaching they can afford. I’m talking about the same top-tier publicity tools that major corporations use to get mega media placements – but you can get it at a fraction of their cost.

Do you see how Dan’s intro speaks to the needs, wants and desires of a small business owner looking to attract media attention?

3) Reveal mistakes your target audience is making and how you are the solution to their problems. For example, in Skip Weisman’s profile summary we revealed how one of his clients admittedly lost 5 million in ten years before working with him. By showing your audience the types of mistakes they are making (that they don’t even realize they are doing), you will stop prospects dead in their tracks. They will automatically want to see if they are making costly mistakes themselves. The key part of this process is to provide reasons how you can help members of your audience and why they should work with you.

4) Show client results. For example, on Help My Website Sell founder Adam Hommey’s profile we included results like:

* Ross Jeffries (Founder of Speed Seduction) – For every dollar he spends on internet marketing consulting, he earns several dollars back. In fact, with one of his promotions, he made more than $60,000 in less than 24 hours!

* MaryPat Kavanagh – Saved thousands of dollars after Adam reviewed her website and internet marketing systems. He showed her how she’s wasting money on complex solutions that are actually costing her money.

5) Use LinkedIn profile templates. When you use templates like the ones found at http://www.InstantLinkedInMarketingTemplates.com, you get the structure, format and organization you need to create a more audience-focused, exciting profile. Here is just what one user had to say about LinkedIn templates:

Kristina, I wanted to thank you and recommend your products for LinkedIn Profiles. I purchased them and followed your templates and my LinkedIn profile went from completely empty to completely professional. I have had testimonials, been published and still didn’t know how to use those tools to my advantage. Your tools gave me that. Since then I have had more connections, more recommendations, and more conversations with potential customers. Always remembering to use the call to action skills I learned from your templates.

The next time you login to your LinkedIn account read your profile and see if it appeals to you as a reader. If it does not, you definitely have to follow some of the tips you just read to improve upon the copy.

Remember you have to entice the reader to learn more about you and what to work with you or purchase your products. One way to guarantee this is to make sure your profile does not read like an author’s biography.

LinkedIn marketing Expert Kristina Jaramillo, the creator of the first LinkedIn marketing templates at http://www.InstantLinkedInMarketingTemplates.com helps business professionals network more effectively on LinkedIn so they can get more website traffic, prospects and profits. Now, with her free special report, you can uncover how you can become “the trusted source for your industry on LinkedIn” by avoiding her top 14 mistakes. Get this information for free at: http://www.GetLinkedInHelp.com

In any business, networking is a good idea.  But since writing is generally a fairly solitary and insular craft, you might be wondering why you would want to bother networking with other writers.  After all, it could be a pretty dicey proposition.  You don’t want to start discussing the finer points of your latest work with a colleague only to have him release a story that is suspiciously similar to your own.  And don’t forget that writing is a creative form, which means you’re likely going to be dealing with finicky “artistic” types.  Who needs the stress?  In truth, networking with other authors can be a lot more useful than you might think, especially if you find people who are on the same page as you (no pun intended).  Here are just a few reasons you should seriously consider linking up with some other writers.

1.  Start a workshop.  You probably have plenty of friends and family members willing to read bits and pieces of your latest work and give their opinion, but nobody can really help you to move forward the way another writer can.  If you can find a few authors in your area, set up a weekly meeting where everyone can share what they’re working on and offer up a critique.  In this way you’ll form a community of like-minded individuals engaged in symbiotic sharing for the benefit of all.  And if plagiarism occurs, you’ll have plenty of witnesses!

2.   Trade editing.  Your publisher probably has plenty of experienced editors on staff to get your book in ship shape.  But let’s face it: those people live by the formula.  If you fancy yourself an artist, then why not approach other artists for feedback?  You can reciprocate by checking out their latest drafts, as well.

3.  Collaborate.  Although most authors have their own vision and their own voice, you can get some unexpected results when you work in concert with another writer.  It will not only allow you to share the burden of completing a project; it will also help you to expand your horizons and try something new, potentially helping you to become a better writer in the process.

4.  Meet people.  There’s something kind of romantic about the notion of sitting in a dark study, surrounded by leather-bound copies of your favorite literary classics, typing away at your keyboard to finish the latest installment of your vampire trilogy (which is going to be SO much better than Twilight).  That lasts right up until you realize that you haven’t spoken to anyone or seen the outside world for about a week.  There’s no denying that most authors live in their own heads much of the time, but that doesn’t mean you can’t benefit from some social interaction.  In fact, you might go stir crazy if you don’t.  Networking with other authors will give you a built-in group of friends that understand exactly what you’re going through.

5.  Stay relevant.  It is said that you write best what you already know.  But if you stop experiencing the world around you, you’ll soon hit a dead end (you know: writer’s block).  Networking with other authors will not only get you out of the house, it will allow you to bounce ideas off another person who is actually qualified to tell you whether or not they’re any good.  And an off-the-cuff conversation could provide the spark for your next novel.

Sarah Danielson writes for BluWiki where you can find Smokey Bones Coupons and Coke Coupons.

We are well into this new year and, as you look at the calendar in front of you and envision filling it with opportunities for you and your book, it is likely that publishing conferences, expos, and trade shows are high on your list of things to do. But attending these kinds of events can be daunting—especially if you don’t investigate what they have to offer before deciding to attend, or if you are not adequately prepared once you are there. The most sage pundits will tell you to be a sponge, ask questions, take business cards, take notes, take your time, follow up, and always say “Thank you!” and mean it. Good advice. But which events are “right” for you? How do you decide which ones hold the most value?

Which Should You Attend?
Any publishing event can be worthwhile and exciting, but the first step is for you to evaluate what you want to get out of it. The first reason you should attend is to learn. Begin by researching possible conference/s, trade shows, and publishing events. Look through writer’s publications (Writer’s Digest, Poets and Writers) or reference guides (The Encyclopedia of Associations is excellent) and pick the shows you think you might like to attend. Then talk to others who have attended. Check the Conference website and note the Purpose and Who Should Attend sections. Does it seem like a fit for you, your book? Also check the Exhibitors List. Do the majority of them interest you? And last but not least, if you want to meet editors, agents, or publishers, will the ones that suit you be in attendance?

Go? Don’t Go?
After you have narrowed down your search, dig in deeper and ask: “Does the criteria fit me, and what I want at this time for me, my book, and my education in the independent publishing industry (not two years from now…NOW)?” Then think about the “return on investment” for you to attend, given the outlay of money, time, and energy. Do you have the budget (i.e., for registration, special events, after-hours events, speeches and workshops, accommodations, travel, per diem)? If you can answer all of these with “yes,” then you are ready to hit the road!

Advance Preparation
Unless you are going for the sheer joy of being around the literati and squeezing in some good schmooze time, decide what you want to accomplish. Make a checklist.

1. Make a plan – What sessions do you want to attend, what exhibitors do you want to visit, what after-parties, if any, will you attend, what speakers do you want to hear, do you just want to network? Make a plan but make it organic so it can change.
2. Take care of yourself pre-conference. Don’t run yourself down before attending. Shows are exhausting enough.
3. You can’t do it all. Expect that. Then expect a miracle.
4. Make appointments, if that is your goal, well enough in advance to get on people’s calendar.
5. Study the showroom floor so you know how far Exhibit Area A is from Exhibit Area D. Map out where you want to be, then you can wander in and out of Exhibit areas and not get caught in the morass of noise, presentations, and activity.

Once There
Obviously, your arrival time depends on the size of the show and whether or not you have to travel to get there. If it is the former, and, if you can, get in a day early just to get grounded. Know how to get to the venue. Driving to Book Expo of America on LA’s Highway 101, in the wrong direction, during rush hour, can jangle a person’s nerves. Once there, check your ego at the door. No explanation needed here. On the Exhibit floor, check your plan and the Exhibit floor plan; change it according to your interest level, so you can leave time for chance encounters. For planned meetings, never be late and whether orchestrated or not try not to monopolize anyone’s time, nor they yours. Your time is your currency; spend it wisely, as you can always connect with them at a later date. While you have them in your clutches ask lots of questions, then listen. Oh, and leave “I know” out of your vocabulary, just for these few days (“I know” it is tough!). Get their business card. Either immediately, or after each 5 interactions or so, find a spot, sit, and make notations, promises, etc. on the back of each card. This will pay off immensely for you in the long run.

Remember that you are there to learn, not to sell yourself, your platform, or your book. That said, have your platform (your 30-second elevator pitch), business card, galley, manuscript, book at the ready in a professional looking bag. If you are going to pick up material, give-aways, or galleys, make sure you have carts or bags that you can carry or pull easily. Over-zealous and over-loaded attendees look like sherpas and don’t make a good impression. Also, get your badge scanned, or give a vendor your business card, only if you really want all that material (please, save a tree).

If parties are on your agenda, get invited and go. Take any and all invitations from publishers, if they interest you. If you drink, be moderate unless Gluttony is the name of your book, then have at it!

Say “Thank you!” to everyone from show room staff, News Room personnel, folks working the booths, concierges, publishers, editors, and peers, and mean it.

Show up, wander, and engage the energy on the floor. And most importantly have fun!

Follow Up
Once you are back home, spread out those cards that you collected, and cull them. Find the most pertinent and contact those people first. Keep it short. Remind them of your encounter, what each of you promised, and when you will or will expect them to deliver. If someone contacts you, respond, even if you are not interested. Be clear and concise in your communication and expectation. Do not be flip.

Now, feel great about what you have just accomplished. You experienced something new. You learned. You made valuable contacts (and they met you). And you are building lifelong friendships in an exciting industry in which you are passionate.

Lin A. Lacombe is Past President and Vice President, Marketing of the Bay Area Independent Publishers Association (BAIPA) and past VP Women’s Nat’l Book Assoc..  A literary publicist and President of Communications Consultants in Sausalito, CA, she is a speaker on her one of her favorite topics:  “Your Book: From Passion to Publicity.” Email llacombe@earthlink.net or http://www.frompassiontopublicity.com

Photo by Petr Novák, Wikipedia. (Own work) [CC-BY-SA-3.0], via Wikimedia Commons

Remember your purpose. When you approach targets, your primary purpose is to make contacts that can bloom into strong relationships, not to sell your product or service.

Networking and relationship building, like most good things, doesn’t happen instantly, it takes time. It must be developed in stages, nurtured, step-by-step, with patience, care and persistence. Relationship building starts the moment you see a target, even before you say a word or stick out your hand and say hello.

Never underestimate the impact of a first impression and how long it lasts. People long remember initial contacts and those impressions affect the manner in which they deal with you. So make a strong initial impression. Stand tall, smile, look directly at your target and offer your hand. Don’t try to bowl him/her over, just try to connect.

Don’t sell, build. Approach targets with the intention of getting to know them, building friendships and solid relationships. When you meet and get to know people, think what you can do for them and with whom you can match them. Can you give them leads or connect them with someone in your network?

Be selective in choosing your targets because you only have limited time and resources. Develop your instincts to hone in on targets with the best potential and avoid those who only want to take from you. These people have few good contacts and want entrée to your network partners.

Business expert Mitch Axelrod has developed a system that he calls “Rejection-Proof Networking.” The core of his system, which Mitch has refined over a 20-year period, is explained below.

NETWORKING NUGGET
In 1982, when Mitch was a financial planner, he wanted million dollar clients. So he developed a 5-step approach that he called “Take a Millionaire to Lunch.” Using this approach, he increased his income 600% in two years – from $16,000 in 1982 to $100,000 in 1984. From 1990 to 1995, he used his method again in a different business and increased his fees by 1000%. Mitch’s approach is:

1. List your 20 best centers of influence!
List the names of the 20 people you know who could help you most. Don’t pre-judge, pre-qualify or pre-determine if they will help you. Aim high! You can also make a second list of the wealthiest people you know.

2. Categorize each person as an A, B, or C resource.
A= Absolutely can help
B= Better than 50/50 chance
C= Can; maybe, but maybe not!

3. Send a letter to or call your A List. Ask them to meet you in person for 15 minutes.
Tell them, “I value your opinion. I trust you to tell me the truth. I’d like your advice, counsel and help.” Be genuine, sincere and really mean it! Don’t even think about trying to sell them anything. You want their advice and help. Period! Their help will be worth a small fortune to you.

4. When you meet them, explain What – Why – Who – How – Where.
What – you are doing and what your goals are. Be clear about what you want and where you want to go.
Why – you decided to do what you’re doing. Demonstrate your passion and commitment.
Who – you are looking to reach. Make a list of the type of people who would be in the best position to further your quest and give you access to their resources and relationships.
How – you want help. Describe the resources, relationships and results you are looking for. Be as detailed as you can.
Where – should I go next? Where can you send me to get what I’m looking for?

5. Now, ask one or all of these BIG questions:
“What would you do if you were me?”
“What advice would you give your best friend?”
“How would you handle this situation?”
“Who can I talk to – where should I go from here?”

Keep in mind that most people want to help. If you’re courageous and determined enough to ask, you will find the help you need. When people are approached to sign up for, or buy into something, they often get defensive and put up their guard. If they don’t buy the product or service, they may find it awkward to recommend it or the person who offered it. Their sales resistance will make it harder for them to be a networking resource for you.
When making a request of a contact, be direct and specific. State what you need clearly and descriptively. Be honest and up front about what you want and don’t be greedy. Be grateful for every effort made in your behalf.

Reprinted from “Rick Frishman’s Sunday Tips”
Subscribe at http://www.rickfrishman.com and receive Rick’s “Million Dollar Rolodex”

What is your most recent book? Tell us a bit about it.

My book Conversation on Networking came about due to popular demand. My partner Kay Keenan and myself were traveling around the country giving talks called…Conversation on Networking. After getting asked bazillions of time “do you have a book?” we got the message and wrote a humorous book filled with stories and exercises guaranteed to lighten up your day and improve your networking skills.

Tell us something about yourself.

A random past involving living in the woods in Vermont; founding several companies; surviving getting an MBA at The Wharton School; consulting on strategy, business development, story, branding, marketing and getting your company aligned for exceptional execution; and wandering around the world doing this consulting led to my having lots of stories and learning quite a bit about culture, communication, and how to run a successful business. To my amazement I now have multiple roles including running Africa for the Wharton Global Consulting Practicum, Consulting Professor National University of Singapore, President of the consultancy Benari LTD, and a bunch of board memberships. All of this has involved extensive writing of various types…using stories, humor, and my life events as much as possible.

What inspired you to write this book?

To get people to stop asking me to write it.

How did you choose the title?

Since we were listed everywhere as doing an interactive, energetic, educational talk called “Conversation on Networking,” what else could we call it?

How did you know you wanted to be a writer? How did you get started?

Did I have a desire to be a writer? Nope. I just wound up writing business related things and discovered that people really liked to read the things I wrote. One thing led to another and next thing I knew, popular blogs, this book, a newsletter, and several contracts to write books and things for other people. I suppose the way to become a writer…is to keep writing and notice if anyone cares. When they do, it’s great encouragement to keep on writing. And if they don’t, keep writing anyway.

Are you working on your next book? What can you tell us about it?

Of course. I’m making notes on several ideas and waiting to see which takes over. One is on story…and how it’s all about story in the business world, and in life at large. I have years of monthly Conversation on Networking newsletters and now blog postings so am culling them to see if there’s a book hidden in their somewhere that will follow up on Conversation on Networking, the book. And I’m being encouraged to think about taking a bunch of my experiences in out of the way places in Asia, Latin America, and Africa and turn them into a book about connecting across cultures.

What is the best advice you could give other writers about writing or publishing?

Just do it. Always. I’ve found that the more I write the better I get. Use any writing excuse as a way to hone your skill. I often hear that people love getting emails from me. Why? Because I treat them as teeny tiny stories. Nothing ever goes out under my name that I wouldn’t be comfortable having used as an example of my writing. Most importantly, have fun. If you’re having fun it comes across to others…and people really would rather have a good time than not.

Who is the perfect reader for your book?

You! I figure anyone who got through the above and is still reading will find my writing fun to read as well as useful. On a more specific note: Conversation on Networking is aimed at people interested in improving their skill at networking, relationship development and strengthening, and generally connecting more effectively with other people. I come from a business background so it’s aimed that way just a bit but applies to all interactions. I hear some people have used the techniques and wound up married.

Where can readers learn more about you and your book?

If you happen to want to read or learn more…or even buy a copy: http://www.conversationonnetworking.com/publications/the-book/

Or visit Steve’s blog: http://www.conversationonnetworking.com/blog/

Or even Benari LTD blog: http://www.benariltd.com/ (my favorite picture of me is right there when you arrive)

1.   Use keywords. When setting up your Twitter account, you’ll want to ensure you reach the right people (as in, those who may already have an interest in your book), so use keywords to target potential customers.  And consider using your real name (or pen name, whatever is on the book) for added credibility.

2.   Follow others. The best way to get followers is to follow others and get them to reciprocate.  So search for other Twitter accounts that fit your aesthetic and sign on for updates.  This is a great way to form new friendships and build up a circle quickly.

3.   Build a community. It’s not just about getting as many followers as you can.  You want to include people who have a vested interest in your success, so start with friends and family, have them bring in their friends, and work to build up a group of followers that appreciate your work and want to pass it on.  Try to make an effort to keep up personal communications and you may find that followers are willing to promote you to others.

4.   Give updates. Let fans and followers know when you’re making appearances, doing book signings, or posting new passages on your website.  Reach a vast audience in moments with very little effort on your part.

5.   Use Twitterfeed. If you have a blog, this handy app will send an auto-update to Twitter whenever you upload a new blog post.  It’s a quick and easy way to keep followers informed without having to remember to tweet every time you post new content.

6.   Send out teasers. Drum up some interest in your literary content by tweeting good one-liners from the text each day.  Have a friend help you choose some intriguing or humorous lines from you book that will hook people in and bring them to your site for more.

7.   Add links. Twitter makes it easy to add links when you send out tweets, so include pathways for people to see excerpts of your work on your Facebook page or business website.  This is a great way to give interested parties access to your material and offer them the opportunity to purchase your complete book.

8.   Offer special deals to those in your circle. Although you no doubt have other avenues in place to bring traffic to the website where your book is being sold, you can reward those who follow you on Twitter, specifically, by offering discounts, special postings, or other deals to those who get the tweet.

9.   Avoid spamming. It can be tempting to send constant reminders to followers that your book is, in fact, for sale.  Or you might find it easier to simply send links to your work.  But this is pure laziness on your part, and no one will appreciate it!  You are likely to lose followers and alienate friends if all you can muster is a lot of spam.

10.  Get creative. Make no mistake: Twitter is nothing more than short-attention-span theatre.  If you want to gain followers and get people hooked, you’re going to have to give them a taste of what they’re in for with your grandly worded tweets (and you only have 140 characters to do it).  So make sure anything you send out is snappy, concise, and full of wit.  Added value will keep people tuned in to your channel and coming back for more.

Sarah Danielson writes for The Best Degrees where you can find information on tops schools and find out which fields offer the highest paying jobs upon graduation.

What is your most recent book? Tell us a bit about it.

After co-authoring my first book, “Leadership on Demand: How Smart CEO’s Tap Interim Management to Drive Revenue” and contributing to two two others, I noticed my stack of books-to-read never shrank — it only grows. Surmising that others might be experiencing this same information overload, I developed my recent title, “B’Friendship: A Fresh Approach to Networking for Those Who’d Sooner Have a Stick in the Eye”, as a DVD first.

The topic is based on survey research as well as my personal experience that people who characterize themselves as shy or introverted typically avoid networking because they judge it as “shallow” and “fruitless”. This underserves them in developing a professional network, but it does not have to be this way. This two-hour video program covers how to ‘re-frame’ the entire dynamic as “business friendship” — which is something that most people can do, and in fact, yearn for.

Tell us something about yourself.

The genesis begins early in my career. Prior to my nearly 20 years in business and consulting, I was a geek — spending 9 years as a software engineer of some world-famous products like Microsoft Flight Simulator for the Mac, Word, and Windows. But then a feeling set in, that it was time to move on to my next career: marketing. Unable to find an opening to do so at Microsoft, I jumped to a small company and pursued what I was passionate about!

One of the many things I learned was that, without the (relatively) large company environment, networking with others was critical. So I began keeping business cards of those I’d meet, and making sure I passed mine out. I would track them in Excel, then in ACT, then eventually in my PalmPilot. I came to feel such a thrill — a good deed — when I could pair up two of the people I knew, who could help one another or whose needs complemented the others. Later on, I came to realize those deeds were actually the karma bank that eventually came back around to me!

What inspired you to write this book?

My introverted wife, frankly One night when I returned home after an enjoyable night of networking, remarking to her how many wonderful people I had met, she wondered aloud “if only you could bottle that talent… not many people exceed 10,000 people in their Rolodex and can still keep track of them!” It got me to thinking, that should be the focus of my next book/project.

How do you do research for your books?

I have learned to go with my gut, and substantiate with sources. Or as the old saying goes, “Trust in God and Tie your Camel!” For this work, I’ve conducted one of the most extensive, non-organizationally funded, surveys at NetworkingSurvey.com. I’ve received numerous comments that this survey alone has helped people see networking in a new light! And I have another book half-written from earlier in the decade, with 28 interviews completed (see CanYouGoBack.com)!

Are you working on your next book? What can you tell us about it?

Well, I’m working on method/technique for the “other half” — outgoing people I see who have NO systems or process in place — the same ones who oooh and aaah when they watch me find their name in my PDA along with notes from the last time we chatted! The working title is, “Connectivism: Wrangle Your Contacts and Organize Your Outreach.”

What is the best advice you could give other writers about writing or publishing?

Be prepared for the Reticular Activation System. (This is the part of our brain that begins to observe red sports cars “everywhere” after we purchase a red sports car.) I’ve noticed MANY more people writing on “my topic” since I began doing so. Don’t worry about the others — dig in and finish the message you wanted to convey while you still have energy for it. There’s truth in the old saying “Use it or lose it”!

What are you doing to promote your latest book?

The usual — Super Bowl advertisements, billboards, etc! Seriously though, my efforts are focused on SEO, direct marketing, and joint ventures. I’m also speaking as much as I can.

Where can readers learn more about you and your book?

For now, Networking-2020.com although I am working on more mainstream distribution as well.

Remember when networking was so popular there were networking groups everywhere you turned? I was living in Orange County, California, during those days and I belonged to networking organizations like Women In Management and breakfast clubs in which members gave each other job leads and I gave speeches on creativity to a dozen different kinds of groups in the OC business community. I got leads for small companies that needed someone to write brochures and manuals for them. I got connected with people I could help and who could help me. Thanks to Women In Management, I learned the value of networking.

But there’s one benefit to networking that I didn’t learn right away. We can turn to the people we meet and pick their brains. We can learn how things work. Yes, we can Google and read web sites, but I’d rather sit down and talk to someone and ask questions.

In the mid-90s, when I was writing my novel Quicksilver Moon, which is extremely realistic, except for the vampire, the story came to a point where I had to find out about certain police procedures. What does a police report look like? How does a cop really, truly write? What goes at the top of the report? What do the police do when they find twenty-two homeless women warehoused in a one-bedroom apartment? When they find vampire victims?

Who did I know who could answer those questions? Now I could easily phone the English department at one of the universities and get a list of 19th century books about vampires with some commentary. (Remember, this was before the days of Google and Wikipedia.) Aha—a few years earlier, I edited the memoir of a retired chief of police of the city of Anaheim. We’d become good friends, too. His name was Harold, and so was my father’s name, and the chief had a daughter named Barbara. He had been chief of police when Disneyland opened and had known Walt Disney. He’d also been part of the police protection of a band of acrobats from the Soviet Union. This was at the height of the cold war, and the police department was worried about the safety of the acrobats.

So I called the chief. He invited me to his house and told me to bring my manuscript. He read the chapters in question and dictated the police reports to me, with the proper numbering system and the verbs cops prefer to use. (They like “move” and they like the passive voice.) The chief even told me which social service agencies they’d call for those twenty-two women and what would happen to the women once they were treated. He wasn’t sure about vampires, but he did tell me what a homicide report would properly look like.

To this day, I cherish my network. Do I want to know something about astrology? I can ask a dozen friends. About rescuing stray cats? More friends. The diagnosis and treatment of cancer? More friends. Nearly anything I’m likely to put in a book or column, I can find someone to help me look smarter.

This is what I tell the authors whose books I edit. Don’t just guess about the subway system in New York City. Do some Google research, but also ask someone who’s actually been to New York. Do your research on plate tectonics, but also find someone who explain what happens in plain English so you can write about it in plain, accessible English. When you’re writing about farm machinery, ask a farmer what happens if you try to drive up a very steep hill.

We’re all more social via the Internet than we could be before it was built. We’re all building up our networks. As authors, let’s use our connections to make what we write more interesting and more accurate.

To learn more about the editing services Dr. Barbara Ardinger offers, please visit her web site at www.barbaraardinger.com.