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Book Excerpt: Guerrilla Networking

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THE BOTTOM LINE:

uerrilla networking does NOT mean meeting people.
It means becoming the type of person other people want to meet.

Guerrilla networking does NOT mean who you know or who knows you.
It means who thinks highly enough of you to take your phone calls.

Guerrilla networking does NOT mean schmoozing.
It means becoming the type of person other people want to schmooze with.

Guerrilla networking does NOT mean a huge rolodex.
It means becoming the type of person other people add to their rolodex.

Guerrilla networking does NOT mean 'getting out there'.
It means becoming the type of person other people invite out.

Guerrilla networking does NOT mean handing out business cards.
It means being so famous and successful that you don't need a business card.

Guerrilla networking does NOT mean crashing parties.
It means being the host of parties that other people want to crash.

Guerrilla networking does NOT mean finding investors.

It means developing projects that everyone else wants to invest in.

Gerrilla networking does NOT mean dating.
It means becoming the type of person that everyone else wants to date.

Guerrilla networking does NOT mean becoming involved in others projects.
It means starting projects that everyone else wants to be involved with.

Guerrilla networking does NOT mean meeting people.
It means becoming the type of person that other people want to meet.



PREFACE

Networking does NOT mean meeting people.

That definition is just plain wrong, and it’s no wonder why so many entrepreneurs feel lost when it comes to networking—which should actually be very easy. You see, networking should be easy, and is easy. The key to your success simply lies in which definition of networking your subscribe to.

Networking does not mean ‘meeting people.’ Actually, it means, ‘becoming the type of person that other people want to meet.’

For example, take some of the big movers and shakers in business, such as Bill Gates, Tony Hawk, and Avril Lavigne. They have taken the power of networking to its highest level: people want to meet them.

Ask yourself this question: would people stand in line for hours to meet with either of these three entrepreneurs? Yes! Why? The answer is simple. They know how to network, for they became the type of person that other people want to meet.

This same networking principle applies to dating, friendship, and yes, small business. Why work your butt off to meet people when you can put that same energy into becoming an interesting person within your field, and then, benefit again by having the same people you want to meet… come up to you?

Herein lies the power of this principle: you kill two birds with one stone. While your boring competition—who no one wants to meet—is out there desperately trying to meet people day after day, you, on the other hand, are actively putting your efforts into becoming as cool as humanly possible. By diversifying your offerings, be becoming a leader in your field, and by putting together a knock out marketing angle, you’ll end up taking your industry by storm.

The result: your competition, the press, and customers alike end up at your doorstep, trying to meet you.

To the uninformed, this public interest might appear to be a lucky fluke. You, however, would know that it was actually the result of your persistent hard work, and the fruit of your foolproof guerrilla networking plan finally reaping its reward: you became the type of person/business that other people wanted to meet and work with.

If you continually try to ‘meet people’, especially without changing and improving your marketing angle along the way, you’re wasting time. Meeting people can do nothing for you if you yourself have nothing interesting to offer.

Taken further, you might have noticed that no one wants you to tell them how wonderful you are; people want to discover and find that out for themselves. And therein lies another key to guerrilla networking: your accomplishments are not as impressive if you have to tell people about them yourself.

Bottom line: if you’re playing your networking cards right, and are out there doing interesting things in the public eye, people should be flocking to meet you. You should be receiving emails, phone calls, and letters from those who think you (and your company) are so cool, that they want to do business with you. If not, it’s because you’re not memorable enough to warrant such action, in which case, you better re-evaluate your guerrilla networking strategy immediately!

So remember: networking does not mean meeting people; it means becoming the type of person other people want to meet. Become as cool as possible, get your brand out there as much as possible, and let us find out for ourselves how cool you are.

In other words, don’t necessarily try to meet us; the idea is to make us want to meet you. And if you’re reading this book, yes, you’re probably someone who we want to meet.

-Monroe & Jay


INTRODUCTION

By Monroe Mann

Perhaps you are wondering how I—twenty something Monroe Mann—connected, hooked up, and become friends with Jay Conrad Levinson? Now that is an interesting question, and it truly shows the power of guerrilla networking—a networking philosophy born in my classroom and guerrilla-fied by the magnificent Jay Levinson.

On May 23rd, 2004, I had an office in Union Square, my own business, an up-and

coming band, and a feature film in development. I was living out my dreams in full color.

On May 24th, Uncle Sam changed all that with a simple phone call: “Lieutenant Mann, your National Guard unit has been mobilized. You’re going to Iraq.”

Literally overnight, my perspective on life was changed forever. Oh my God!

I’m going to war! Oh my God, I’m leaving everything I’ve ever known behind! Oh my God, I might very well die over there!

That last part really got to me: I might never come home! What an odd feeling to

have, to say the least. The thought that I might never see my family or my friends again was horrible. Then I began thinking about all the things I wish I had done, but never got around to doing. So, now on top of being depressed, I was feeling guilty too!

One of those ‘things’ that I wished I had done was to thank my hero and mentor, Jay Conrad Levinson, author of the famous Guerrilla Marketing series of books (with over 15 million copies sold in over 43 languages!) It began to occur to me that not only could I die in Iraq (bad enough), but that I might end up dying without ever speaking to, thanking, or getting to know Jay Conrad Levinson—the man who helped me realize that I was an entrepreneur in the first place (even worse)!

So I made a decision: now was time to thank him. And in order to do that, I needed to get in touch with him. But how?

I went to his website at www.GMarketing.com and scoured for a personal phone number. A mailing address. His personal email address. Nothing! All I could find was an email address for his webmaster! Arghh! I was so frustrated. Darn these celebrities!

But I was on a mission. And I had nothing to lose. And this webmaster’s email address was all I had to go on. I had to make an effort. Even if he didn’t read what I sent, and even if he didn’t respond, I had to at least try to relate my gratitude to this angel of a man.

So, I took ten minutes and drafted an email. I told Jay what an influence he had been, that I was being sent to Iraq, and that I wanted to thank him now—in case I never returned from the war—and reminded him that I included him in the acknowledgements of the first book I had published called, The Theatrical Juggernaut – The Psyche of the Star. Years earlier, I had sent a complimentary copy of that book to him, but I was sure he had never read it. Heck, I wasn’t even sure if he had ever even received it.

I thought to myself: What am I doing, trying to send an email to the father of Guerrilla Marketing, through his webmaster no less, and expecting him to actually read the email, let alone respond. Ha! What a joke. How deluded can I get? Who the heck am I to think Jay would respond to me?

A moment later, I pressed ‘Send.’ Heck, ya never know, right? And that was pretty much the last ‘communication’ with Jay Conrad Levinson that I thought I would ever have.

Well… the next day, I checked my email. And I had perhaps the biggest double-take of my life. Is this a joke? This can’t be! Is this for real? IS THIS FOR REAL?!

I was looking in disbelief at an email from none other than the man himself: Jay Conrad Levinson. AN EMAIL FROM JAY CONRAD LEVINSON! Oh my God! I’ll be honest—I screamed. I was jumping up and down. Sitting in my inbox, quietly staring out at me, was a name that just took my breath away. It remains to this day one of the highlights of my life: my hero just wrote me an email! Never know indeed!

But the words inside that email were what really made an impression: “Monroe. There are 31 books on my computer desk bookshelf. 30 are those I have written. And the other? The Theatrical Juggernaut by Monroe Mann. You’re a heckuva talented writer, Monroe. – Jay”

Wow! This was unbelievable! What is going on?!

A week later, I was being interviewed live on his Guerrilla Marketing teleclass. Soon thereafter, I became his e-pal. And thus began an email friendship that grew stronger and stronger during my 18-months of active duty (to include the final 11 in Iraq.) I even discovered that Mr. Levinson himself—like me—was at one point an intelligence officer in the United States Army. I was floored. Hooah, Jay!

So, we kept in contact with each other throughout the next 18 months, and towards the end of my tour—heck, I had just about survived through an entire war—I decided to go for broke. My new mission: get Jay to write a book with me before I return to the United States.

Sure, he had been helping me greatly with my marketing throughout my time in Iraq as I prepared for my return back to the States, and giving me hints and tips from a business plan standpoint, but what I always dreamed about was co-authoring a book with the great father of Guerrilla Marketing himself; with the gentleman responsible for creating my own obsession for marketing.

Well, as I learned from his response to my initial email… ya never know! SO TRY. And I did.

Truthfully, the fear of what he might say in response to my question seemed worse than the enemy fire in Iraq. But I stayed strong; stayed focused on the mission at hand; and after writing up a concise pitch proposing five different books, my trigger finger made the gutsiest move of my combat deployment: it clicked my request into the annals of history.

Low and behold (I’m still in shock), one of my ideas piqued his interest. His response? ‘Guerrilla Networking. Let’s do that one.’ That was it. Short, sweet, to the point, and well, that’s all I needed to hear.

One of my lifelong dreams had just become a reality.

I had managed to propel my entire career forward from a combat zone.

And all of a sudden, living in a cloth tent in the brutally hot deserts of Iraq with mortars and rockets raining down on top of me—well, somehow, it just didn’t seem so bad anymore.

Thanks again Jay.

# 5. BE A NETWORK HUB.

A network hub is a person with influence, clout, and a platform, i.e. someone that people go to and trust for advice. Guess what? You need to become that person.

You can become a network hub in a lot of ways, and some of you may already be a network hub. Ask yourself, “Do people ever come to me for advice?” “Do I ever speak or connect with an audience of greater than ten people at one time?” “Am I a respected person in my business, field, or community?” If you answered ‘yes’ to any of those questions, then you are already on the road to becoming a large-scale network hub.

For those of you who are not yet at that point, take heart, you’re not that far behind. There are so many simple and easy ways to become a network hub. A few examples are starting a blog online, starting a web-based radio station, teaching a class, writing a book, taking a stand on an issue and becoming the expert, and this list goes on. The key ingredient to becoming a network hub is to do something significant that people can rally behind. It doesn’t need to be HUGE, just significant. Something that makes a difference.

The whole idea is to—through focused effort—become someone with influence, clout, and a platform. To become a network hub. The example used in many networking books is an airport. How many different airports do YOU connect to? Are you a local airport that doesn’t have any connections to major airports, or are you in fact one of those major airports, with connections to every other major airport? The larger an airport you are, the more planes (i.e. people) are going to want to land there. You need to do everything within your power to continue moving towards becoming one of those large airports.

There is no better way to radically expand your influence than by becoming a network hub yourself and having others come to you in search of YOUR approval. On the same note, nothing you ever do will get any publicity or reach any great level of success without first gaining the attention and support of other network hubs. You need to find out who these network hubs are, and then convince them that you and your projects are worthy of association. You need to become the type of person that network hubs want to meet and hang out with. This is a simple process: just follow the principles of guerrilla networking as presented in this book.

TRADITIONAL NETWORKING: Working to discover who the network hubs are and desperately trying to connect with them.

GUERRILLA NETWORKING: Becoming a network hub yourself so others want to connect with you.

# 7. TAKE MATTERS INTO YOUR OWN HANDS.

If you sit around hoping that the networking opportunities you are looking for are just going to magically appear of their own accord… you are gravely mistaken. The key to networking success is to take matters into your own hands.

In other words, get up out the door and make your own opportunities. There is an interesting correlation between the amount of opportunities you make for yourself and the amount of interesting people who want to meet you and shake your hand. No one wants to meet a ‘nobody’; people want to meet and associate with a ‘somebody’, and that somebody is usually someone who took matters into his own hands.

So ask yourself, right now, what you might be able to do at this very moment—or in the next week, month or year—to take matters into your own hands. Why wait for someone else to create the opportunity for you? What can you do right now to set a chain of events into motion that puts the odds in your favor?

As physics makes clear, every action has an equal but opposite reaction. If you put forth effort, effort will put forth results. Never for a moment think that you have ‘done enough’. You have not done enough until you are exactly where you want to be with your life. And the only way you are going to get exactly where you want to be with your life is to—you guessed it—take matters into your own hands.

People respect, honor, and look up to those who have a clear vision and purpose, and those who take the scary but necessary steps in order to make that vision and purpose a reality. If you hope to become the type of person others want to meet… find the guts to do what you need to do to get where you want to go. Everything else will just fall into place.

TRADITIONAL NETWORKING: Waiting for things to happen on the world’s terms.

GUERRILLA NETWORKING: Making things happen on your terms.


# 12. BECOME ‘COOL’.

It’s a fact of life. People want to be around and hang out with the ‘cool’ people, whoever they may be.

So… become cool! Do cool things. Do things that entice people to constantly and continually call you ‘cool’.

Do people call you cool now? If not, why do you think that is? Strive to change who you are so that you become ‘cool’ in others’ eyes.

If people already do call you cool, ask yourself the same question? Why is this? And strive to magnify that coolness.

Take a good hard look at the people you currently want to meet and ask yourself, “Why is this person cool? Why do I want to meet this person?” Whatever answers you get, see if you can emulate that coolness in your own self and in your own business.

I hope it is apparent to you that when we say ‘cool’, we mean what is currently en vogue, what makes people say ‘Wow!”—what excites people. It is not as superficial as it first may appear. It is what drives success! People buy what is cool! People wear what is cool! People do what is cool! Being cool is the cool thing to do!

Ask yourself, “How cool am I?”

TRADITIONAL NETWORKING: Trying to hang out with the ‘cool’ people.

GUERRILLA NETWORKING: Becoming that cool person yourself.

# 30. SAY THANK YOU.

No one thanks anyone anymore. It’s disgusting. And rude. And arrogant. Just say thank you! Say thank you!

Say thank you to the postman.

Say thank you to your boss.

Say thank you to your employees.

Say thank you to your son or daughter’s teacher.

Say thank you to someone who just made photocopies for you.

Say thank you to the person who just bought you lunch.

Say thank you to whomever puts up with your insanity on a daily basis.

Say thank you to your parents.

Say thank you to the guy who just ripped your movie ticket stub.

Say thank you to the woman who just served you.

Say thank you to the person who just spit in your face!

Just say thank you. Make it a habit to say thank you constantly, and you might start to realize that people are constantly regarding you more highly than ever before.

Take a moment to write a thank you note to every one of your clients. To every one who has ever sent you a gift. To every one who has helped you in some way.

Heck, in this day and age, even just sending a quick ten-second text message would be more appreciation than most people receive in an entire year.

If you truly want to become the type of person that others want to meet and work with… start saying thank you! ALL THE TIME! Just get over your own ego and sense of self-worth and start showing some appreciation for the work of others, and—wild notion—you might start to see that these same people start to show some appreciation for what you do, and begin making a more concerted effort to work with you.

Don’t wait for others to show appreciation before showing yours. That is a backwards notion. SOMEONE has to set the ball in motion, and as a guerrilla, it should be you. Go ahead, and take the ‘thank you’ plunge. Once you start doing it, it’ll become an addiction and a habit, and you’ll start to wonder why you didn’t start saying thank you sooner.

Oh, and lest you think you already say thank you often enough: YOU DON’T! Trust us. You don’t. No one does. And that is the whole point.

TRADITIONAL NETWORKING: Hoping others will thank you.

GUERRILLA NETWORKING: Thanking them first.


# 35. GET ONTO A TELEVISION TALK SHOW.

Yup, here’s another ‘duh’ suggestion, and yet, how many of you reading this were on a television show this past week? This past month? This past year?

To those who have, great! But are you scheduled to be on one tomorrow too? And next week? And is it nationally broadcast? Is it on TV5 in France, or RAI Uno in Italy? When was the last time you were on an international talk show in a foreign language?

Do you get the point? GET ONTO TV! GET ONTO TV! Heck, one appearance on television could make you the most desired person in the world! Or make your product or service the number one wish on everyone’s Christmas list.

This is why you shouldn’t roll your eyes when television is suggested. While the suggestion itself may be ‘old news’, the reality of the results should not be dismissed. Why are so many of you neglecting to use one of the most useful guerrilla networking principles?! If you want the very people you want to meet… to want to meet you, what better way then to get exposure to millions and millions of people through television? Your personality, speaking voice, good looks, and message all are disseminated at one time. What more can you ask for?

Bottom line: you should be doing everything within your power to become a guest on a major talk-show, and if that means starting small, via local cable access—wonderful! Do it! The sooner you begin practicing those interview skills, and amassing footage for your media demo reel, the more likely you’ll soon be invited onto the nationals and/or internationals. And when that starts to happen… you’ll have quite the large group of people calling you, emailing you, and banging down your door.

Note: you might notice that in this case, the talk show hosts and producers are the ones you first need to meet, and thus, need to convince to want to meet you. How do you do that? Simple: the answer is in your hands.

TRADITIONAL NETWORKING: Watching television.

GUERRILLA NETWORKING: Appearing on television.



# 44. HITCH YOUR WAGON TO A STAR.

Who is Monroe Mann? Well, if you didn’t know me—Monroe—before picking up this book, you certainly know me today as the co-author of this fine publication. And this newfound interest in meeting me is probably a result of my co-authoring this book with Jay, right?

BINGO.

Hitch your wagon to a star.

If you want to succeed in the world of guerrilla networking, you first need to acknowledge that you are probably not as well known as you would like to be (and need to be!) That being established, the quickest way to increase the number of people who want to meet you is… to partner up with a bigger name.

I could certainly have written and published a networking book on my own. The question is… how many people would have bought it? Sure, I would have sold a couple thousand copies to my own circle of fans and readers, but I probably wouldn’t have reached even an 1/8th of how many people are reading this book now. This book, more than likely, is in you hands not because of me, but rather because there is another—far more prominent—name preceding mine on the front cover of this book: none other than that of the master himself, Jay Conrad Levinson.

On that note, you might be intrigued to know that originally, the order of the names on the front cover was to be Monroe Mann followed by Jay Conrad Levinson. Jay had no issue with that, but he did make a poignant comment: “Monroe, I’m fine with whichever order you prefer, because I want to help you, but think about this: who is the bigger ‘movie star’ of books right now?” He was right. The answer, of course, is Jay Conrad Levinson.

He went on to make the correct observation that more people will trust—and thus purchase—the book if his name were first. As a result, more people would then know my name, Monroe Mann. And then, well, that’s guerrilla networking in action folks. Here you are, reading this book: Guerrilla Networking by Jay Conrad Levinson & Monroe Mann!

Now, your turn. Think about your industry and make a list of the ‘movie stars’ of your industry. Who would you be proud to have your name next to? What company might give your own credibility a boost were they to associate with you?

Again, the key is to get over your ego, first and foremost. Yes, we know that you can do it ‘on your own’, but how well can you do it on your own? Now that is the true question. You might be able to find a 20% solution on your own, but by partnering up with a bigger name, you are far more likely to find the 80% solution that is going to bring in big bucks, big recognition, and big satisfaction.

Don’t try to do it solo. Try to get as many people involved with your projects as possible. The more successful and recognizable names you can attach to you and/or your projects, the more likely other successful and recognizable names will want to jump on board as well.

Now, is it easy to hitch your wagon to a star? In many ways, yes it is. You just have to keep you eyes open, don’t let your ego blind you, and remember to ASK! On the other hand, it is not necessarily an easy thing to do. It may take persistence, time, and a lot of hard work… but in the end, it’ll be a heck of a lot easier than trying to ‘establish yourself’ on your own. That could take a lifetime, and unfortunately, that’s all we have! By hitching your wagon to a star, you’ll end up establishing yourself long before that lifetime of yours is over.

TRADITIONAL NETWORKING: Going it alone.

GUERRILLA NETWORKING: Putting your ego to the side.

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For more on Guerrilla Networking, check out the book!