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My recent presentation about "Copywriting in a 140-Character World" at the Association of Continuing Legal Education (ACLEA) annual conference in Boston reminded me of the first ACLEA event I attended in Nashville as an exhibitor in 2007. I had never exhibited anywhere before and it was the first time that I was advertising my CLE program on getting published.
I had signs like everyone else and I respectfully sat behind my table waiting for people to stop by. I smiled and fixed my tie. I adjusted the brochures in their holders and smiled again. Not much traffic. Then I got bored so I walked in front of the table and began offering attendees individually wrapped Twizzlers (candy is a big draw at conferences). Instead of waiting for them to come by and take one, I simply held up the stick of licorice as they tried to avoid making eye contact and asked, "Twizzler?" Almost everyone smiled at the gesture and most of them stopped to learn more about my program. And, I'm guessing that it worked better than if I had offered bite-sized chocolates and said, "Would you like a kiss?"
Twizzlers always remind me about being a hustler. I was not asking for a job or a client. I was not asking to help the person get published or create a marketing plan. I was engaging and having fun. Ask yourself whether you are hustling in an authentic way that generates forward momentum.
There is so much talk about social this and techno that. Do X to get a job and Y to keep your job. Get more clients with this tool and keep them with yet another tool. Make a checklist, follow up, write, speak, well, you have probably heard the requirements for success from many people.
Ultimately, it is a completely customized process that highlights your strengths and showcases your talent. The singular characteristic that courses through the vein of achievement is hustling. Viewed in its most positive light, the term should imply being proactive, thoughtful and creative.
Here's how to start:
Make a List
Write down the names and job titles of the people you want to meet. Be very specific about their roles, company affiliations and job descriptions. Add senior and junior professionals to this list. For now, hold Charlie Sheen and Lady Gaga in a separate file. They are unlikely in the short-term to be of much assistance.
Describe Why You Want to Meet
Next to each name, consider why you want to meet that person. The reason for meeting will often reveal a potential connection and what you can offer to enrich the engagement. Do you share an interest? Is that person potential mentor? Could that person serve as a great guest speaker for a firm, company or school event?
Make Introductions
Making an introduction is an easy technique that requires no technical skill whatsoever and permits execution with a forgiving amount of imperfection. As such, there is absolutely no barrier to making the attempt and no social media presence required. (See my recent column on this topic here).
Set a Schedule
Decide when you want to reach out to members of your network. The purpose of scheduling is to make the connection seamlessly. Perhaps they will be at an upcoming conference. For instance, I provide copywriting services for a number of legal technology companies and know that they will be at LegalTech New York. I can reach out as early as mid-December about meeting at the event. You may also be traveling to a city in which your contact lives or are focusing on a matter that is relevant to his or her work.
If what you are currently doing works, congratulations. Keep honing your skill and have fun. If you are searching for new opportunities, then find ways to reinvent yourself and/or your practice. Above all, be honest with yourself.
Some students and professionals use technology in lieu of true action. Hustlers take action and leverage digital tools to supplement their efforts.
They are also fond of Twizzlers.
Ari Kaplan is the author of Reinventing Professional Services: Building Your Business in the Digital Marketplace (Wiley, 2011) and The Opportunity Maker: Strategies for Inspiring Your Legal Career Through Creative Networking and Business Development (Thomson-West, 2008). He provides strategic consulting and ghostwriting services in the legal industry. He also speaks at law schools, law firms, and bar associations throughout the U.S. about how individuals can stand out in today's stagnant economy. Buy his new book and receive 1 ½ CLE credits for free - e-mail him for details. And, click on the link to watch his webinar: Five Ways Your Website Can Welcome Your Audience By Converting Clicks Into Clients.
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