For many young professionals, networking events feel about as appealing as a dentist visit—necessary, but far from fun. The high pressure, uncertainty about who to approach, and risk of awkward conversations make it daunting. Yet this mindset overlooks networking's true power.
Networking tops the list as the most effective job-search method, with 84% of professionals agreeing face-to-face interactions best build business relationships. In my experience growing a book publishing business, it's led to key partnerships, affiliates, and clients.
Related: How To Attract Amazing People Into Your Life Of course, you know networking's value. The challenge is making it enjoyable. Reframe it as a tool for your personal and professional brand, and it becomes an opportunity. Here are my two top strategies:
1. Illuminate your 'why.'
I once dreaded networking myself. Early in my business, I'd leave events frustrated after superficial 'What do you do?' exchanges. I enjoyed introductions and deep talks, but eyes would glaze over.
The fix? Shift from what you do to why. Instead of 'I own a book publishing company because I worked in publishing,' I share: 'Books enrich lives by sharing ideas, fostering connections, and driving growth—so I help authors publish them.'
For non-industry folks: 'I help authors create books that earn a special place in readers' hearts and minds.' It's engaging and relatable.
In my industry: 'I guide inspirational authors to publish books that realize their bold visions.' This highlights value upfront, sparking curiosity. It's transformed my intros.
2. Offer the unexpected.
A strong opener leads to conversations, but follow-ups seal the deal. My favorite, underused tactic: personalized book recommendations. Research targets beforehand—their expertise, topics, interests. Suggest a relevant read, like a sales psychology gem or Navy SEAL memoir. Give the book if possible, or a compelling description.
Why it works: It's surprising—no one expects a book over business cards. It positions you as thoughtful and expert, creating a memorable bond. Add a note: 'This resonated with your work on X—thought you'd enjoy it.'
I've received such gifts; they're invaluable, prompting me to prioritize the giver. Swap charisma for preparation, and you make lasting impressions.
Networking needn't rival dental visits. Articulate your 'why' and forge unique connections to advance your career.
Related: Introverted? Use these tips to build networks
