Inexpensive. Fun. And one of your most powerful marketing tools.

Today I am going to write about the power of the network.

There was a time where I did not understand networking. I thought it was all very self serving -- the devotion to who you know. I was a "what you know" purist. Then I started a business. And I had an epiphany about why they call it a business COMMUNITY. Networking made it possible for me to build my business. It was a my primary marketing tool for the first few months I was in business, and it has remained one of the essential ingredients for my well being ever since. And I'm here to tell ya, it can help you too.

What is networking? Well, I define networking as the gentle art of connecting with others for the long-term betterment of all involved. It can be as simple as getting in touch with someone you used to know after a long time of being out of touch, or as complicated as getting together with a colleague and brainstorming about ways to collaborate on a project, share knowledge, connect resources or otherwise help each other out.

I use the word gentle, because networking is not strident and demanding. It is not a "push" strategy -- it is a "give" strategy. Effective networking is about being open -- open minded, open handed...open your heart and listen...ask questions and find out how you can help your contacts. Open your rolodex and generously connect people. "Givers Gain" -- the slogan of BNI international -- is a great mantra to keep in mind while you are networking.

It is also about being open about what you need. People like to be around successful people, thus the people in your network want you to be successful. So spend a little time thinking about how you can help them, help you. What are you looking for in your professional life? Who would you like to meet? (NOTE: These are not existential questions, they are near term achievable asks. Don't ask to be introduced to your next boss or your soul mate and don't ask for promotions, jobs, clients, business -- ask for connections, recommendations, warm introductions...and expect to do much of your own heavy lifting in the sales department.)

So you've let some time go by and have let your network lapse -- how do you get started?
Let's face it, you already have a network, regardless of whether you've invested time in staying connected to it. College friends, folks you once worked with, neighbors, volunteering buddies....

Step One : connect with the folks you already know.
For every friendship you've let lapse, there is someone on the other end that has been just as careless. So don't let being out of touch keep you from getting back in touch.

I like Linked In for this, especially if you are building a business network. Linked In is a great way to track and stay in touch, and a great way to cross-pollinate and refer your network members to one another. (If you want something more social, try Facebook.) To get started with either of these tools you simply log in and create a profile, including schools, companies you worked for, organizations you've volunteered with, groups you belong to, etc. Once you have entered your profile, search by organization name and individual name to find your long lost friends. Linked In makes it fast and easy to send those old colleagues a quick note -- to get back in contact. [URL: www.linkedin.com/]

Step Two : grow your network.
Groups are great. Get out and meet some new people -- learn some new things. Go to meetings of organizations that intrigue you. Set a goal of going to 1-2-3-4/month (depending on your objectives) and meeting at least 3 new people at each of these meetings. Come straight home and drop these new contacts a line before moss has time to grow on the business card -- remember, you met because you have common interests, even if that interest is growing a business, looking for a new job, or working to improve the environment. Set up a time to chat on the phone or have coffee and learn a little more about your new friend. How can you help them? Who do you know that they might like to meet?

This is where a lot of the magic starts to happen. Because people will mirror back the treatment they receive! So if you want to receive, give first. Networking is the quintessential example of "you reap what you sow".

Step Three : keep it growing.
The secret to keeping your network thriving is to stay in contact. This is why good networkers invest the time to get to know the people in their network personally. This will make it easier to stay in touch by forwarding information that you think they might find useful, or just dropping the occasional email to find out how things are going -- is there anything you can do to help?

A real-life example : I have been back in Chicago for about 7 weeks now, and I have focused much of my time on reconnecting with my network. Through the process of letting people know that I am back in town, I have also been connected with a number of business opportunities that I would not have even known about if I hadn't been checking in with people and getting back on their radar, finding out where they are at, what they are doing, if there is any way I can help them...and when asked (and I am nearly always asked) how they can keep their eyes open for opportunities for me...

Ok -- I've said enough. Go take the first steps and get yourself connected.....