From the Founder
The 2% Rule
Persevering—and prospering—with a simple branding idea.
By Dr. Ivan Misner, BNI Founder and Chairman

When I first started in business several decades ago, I had no idea how important it was to focus on branding my company AND myself as a way of enhancing my networking efforts. Because of budget problems, I ignored it. Big mistake.

Finally, I decided that if I wanted to increase my visibility and enhance my credibility in the community, I needed to be viewed as the local expert by first writing articles and then books. Taking that path has been a major factor in creating the success I enjoy today.

You, too, can become the local expert.

To get started, think about the things you know best. What elements of that knowledge might be interesting, informative, and educational to the general public or a segment of it?

Then review the media outlets that write for that audience. Consider not only newspapers, magazines, and industry journals, but take a good look at e-zines, online newsletters, and information sites like Entrepreneur.com.

One Referral Institute® associate used this idea of mine from my Certified Networker® trainings and worked with it for some time. Being in the travel industry, he wrote a series of articles about the best way to travel to certain vacation spots; he then sent his articles to various outlets each month for several months.

He received some responses—all "No, thank you"—until one local newspaper said they'd like to use his piece in the next day's issue.

After it came out, they contacted him again and asked if he'd like to do a monthly piece. A little later, another newspaper saw his work and asked him if he'd write for them.

He says he now regularly writes articles for several media outlets, emphasizing in his articles little known tips on hotels, transportation, and the best time of year to travel. He eagerly tells me that publishing articles has totally changed his business. While most travel companies are going out of business, his is growing and thriving.

That's because his articles have created an identity—or brand—for him and his company. People know he has valuable knowledge about traveling, and they've told their friends about him. It's a good reminder that educating people is a relevant connection to your networking efforts.

My friend now includes links on his website to some of his online articles. He is even thinking of combining many of his articles into a book of traveling tips.

So, if this is such a great idea, why don't I suggest it more? In my book, Masters of Success, I talk about success being the "uncommon application of common knowledge." If you ask a successful person for their secret to success, you will almost never hear a secret! Writing articles—consistently and over an extended period of time—and making a book out of those articles to increase your credibility and enhance your networking opportunities is not a secret.

Most are just too anxious about trying something new.

Be anxious no longer. My book agent, Michael Drew of Promote a Book and Beneath the Cover, can teach you the process of jump-starting your book, writing your articles, making a book out of them, and successfully marketing your book. Michael helped me achieve four bestsellers, and he has taken 44 other books along the same route; he knows what he's doing.

The bottom line: 98% of you won't actually do it, either on your own or with Michael's help. Or you'll do it for a little while and give up. I told my friend with the travel company this and he said, "Educate 'em anyway. Do it for the 2% of people like me who will apply the idea. It will make a difference for them, as it did for me."

Well, there you go. That's pretty good advice. So the question now is:

Are you part of the 2% or the 98%?

Michael is offering his 3-day course, Non-Fiction Books, 6-8 October 2008. Michael has graciously offered a special course discount for BNI members: The first 12 who email Michael at Michael@promoteabook.com are guaranteed to receive this discount. The 2% won't let this opportunity pass.

Called the father of modern networking by CNN, Dr. Ivan Misner is a New York Times bestselling author. He is the founder and chairman of BNI, the world's largest business networking organization. His latest New York Times best selling book, Masters of Sales, can be viewed at www.MastersBooks.com. Dr. Misner is also the Sr. Partner for the Referral Institute, an international referral training company. He can be reached at misner@bni.com.