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Networking: The Beginning

Two days ago I attended The Santa Barbara Business Expo, my first networking event.  Almost all the business blogs and books I’ve read give importance to networking and nothing convinced me more than when I met with my friend Jackie, a real estate agent.  I asked her how business was since she had only become a licensed for a few months earlier, and from what I know about real estate, it takes years to get clients.  But she told me that she’s busy and business keeps coming.  What? How?  I asked her what she did for marketing, and how she sought clients. 

“Well, it was really easy.  I found some real estate agent networking events to go to, and this guy I met told me he was leaving for Shanghai and gave me all his clients”.

My eyes widened.  Of course there was some luck to this, and I couldn’t help myself from being jealous.  I had spent the past few months, thinking of a business identity and value proposition, targeting my niche, sending out cold emails, meeting with potential middlemen …and Jackie just goes to a networking event and gets handed business. 

The Parsing-Good-Advice-Problem

On SEBASTIAN MARSHALL

I was finishing up some sales email templates as part of a contract. I had something pretty good, but I figured there's always room for improvement, so I dug out eight to ten of my favorite books to see if there was any more juice I could squeeze out.

When I do work like this, I go to a number of different sources. So I opened up a few books centered around email templates, some books on marketing, some books on consulting, a book on networking, and two books on sales. These are some of my favorite books covering their respective topics.

What shocked me -- and I mean, shocked -- is that there was a piece of advice given in almost every single book that I'd never noticed before, despite having read these books many times.

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