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Analog Social Networking, from UNLABEL by Marc Ecko

Analog Social Networking, from UNLABEL by Marc Ecko

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Published by Simon and Schuster
Read an excerpt from Marc Ecko's new book UNLABEL: Selling You Without Selling Out.

As instructive as it is innovative, UNLABEL will empower you to channel your creativity, find the courage to defy convention, and summon the confidence to act and compete in any environment.

This visual blueprint will teach you how to grow both creatively and commercially by testing your personal brand against the principles of the Authenticity Formula.

Marc Ecko shares the bruising mistakes and remarkable triumphs that reveal the truth behind his success, growing from a misfit kid airbrushing T-shirts in his parents’ garage to the bold creator of two hugely successful branded platforms—Ecko Unltd. and Complex Media. As Ecko explains, it’s not enough to simply merge your inner artist with business savvy, you must understand the anatomy of a brand, starting with its authentic spine.

With UNLABEL, you will learn how to discover your own voice by overcoming fear and taking action, what it means to deliver on your promises, why failure is essential, how to understand how your product or service makes people feel, and how to recognize if your nostalgia for the past is hampering your ability to envision your future.

UNLABELis a bold and honest approach to building an authentic personal brand, growing a bootstrap start-up into a sustainable business. - See more at: http://books.simonandschuster.com/Unlabel/Marc-Ecko/9781451685305#sthash.7dSvjucE.dpuf
Read an excerpt from Marc Ecko's new book UNLABEL: Selling You Without Selling Out.

As instructive as it is innovative, UNLABEL will empower you to channel your creativity, find the courage to defy convention, and summon the confidence to act and compete in any environment.

This visual blueprint will teach you how to grow both creatively and commercially by testing your personal brand against the principles of the Authenticity Formula.

Marc Ecko shares the bruising mistakes and remarkable triumphs that reveal the truth behind his success, growing from a misfit kid airbrushing T-shirts in his parents’ garage to the bold creator of two hugely successful branded platforms—Ecko Unltd. and Complex Media. As Ecko explains, it’s not enough to simply merge your inner artist with business savvy, you must understand the anatomy of a brand, starting with its authentic spine.

With UNLABEL, you will learn how to discover your own voice by overcoming fear and taking action, what it means to deliver on your promises, why failure is essential, how to understand how your product or service makes people feel, and how to recognize if your nostalgia for the past is hampering your ability to envision your future.

UNLABELis a bold and honest approach to building an authentic personal brand, growing a bootstrap start-up into a sustainable business. - See more at: http://books.simonandschuster.com/Unlabel/Marc-Ecko/9781451685305#sthash.7dSvjucE.dpuf

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Published by: Simon and Schuster on Oct 02, 2013
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10/30/2013

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C H A P T E R I V: S E L F

“ANALOG” SOCIAL NETWORKING 101

Not digital, but real-world social networking. If your goal is to grow your personal brand into a public persona, the subtle, mysterious stranger approach is most often not going to cut it. There are only so many people that can pull off the J. D. Salinger route of becoming famous for not being seen. The easier (though more painful) route is to hire a publicist—more explicitly, hire yourself *—and will yourself to want to impress the red-carpeted world of celebrities, CEOs, and Twitter famous. I can’t hold your hand at the events, but here are ten tips for surviving them: 1. Value Quality over Quantity Your publicist will give you a social calendar that’s jammed with events, insisting that you “need to be” at all of them. This is false. Separate the “need to attends” from the “nice to attends,” and this will serve you better in the long run. Chasing the second tier of events will exhaust you and overexpose you, and you’ll burn out faster than yesterday’s news. 2. Don’t Overtly Parrot Most of the management books tell you to parrot the person you’re trying to impress, suggesting that you nod when she nods, touch your left nostril when she touches her left nostril, and then if she says, “I love Lady Gaga!” you say, “Oh my God, I love Lady Gaga too!!!!” The world

does not need more parroting, and it’s okay to not love Lady Gaga. 3. Use Mints If, at any point in the day, your mouth has been open and if you’ve con‑ sumed food, chances are that your breath stinks. Do yourself a favor and freshen up your face. 4. Don’t Name-Drop It’s transparent and obnoxious. When I met George Lucas, even though at heart I was a starstruck fan boy, I would never say, “I saw Harrison Ford last week!” or “I just played golf with Steven Spielberg!” Lame. If you do want to slip in a name, it’s better to use one that’s more mundane, more grounded, like the celebrity’s lawyer that you might happen to know. 5. Never Ask for a Card You can (and should) give out your business card, but never ask for one in return. If people want to give you a card, they’ll give you their god‑ damn card. 6. Respect the Handler The notable might have a handler (assistant, publicist, manager, as‑ sociate) standing with him or her at the party. When you meet the notable, also introduce yourself to the sidekick, and when you give the notable a card, give the sidekick a card too. Treat handlers with respect. Not only is this the right thing to do, but this could be the hand of the

king—and they’ll later whisper into the king’s ear. 7. Drink Water This is work, it’s not a party. 8. Don’t Try to Speak to Everyone When Barry Sanders scored a touchdown, he would casually toss the football back to the ref, shrugging, and living by the credo “Act like you’ve been there before.” Just chill out. Don’t try to meet every celebrity and shake every hand. If you are conducting and managing your personal brand well, part of your brand will be to spend more time in this mildly toxic environment. You’ll be at these events again in the future, so let things happen more organically. 9. It’s Not About Being a “Closer” Lower your expectations about imagining that you may magically seal any deals. These events aren’t the right forum for giving someone the hard sell, for overt pitching, or to become someone’s best friend. 10. Know That They’re Working Too Even famous people don’t like getting dressed up and making a fuss about how they look. Even if they have a giant dick or won the Most Beautiful Woman in the World award, the chances are that they still had anxiety about getting dressed up and going to this event. It’s work for them too. Take comfort in this.

*Be Your Own Publicist: The best publicist that you can hire is yourself. Publicists and PR agents are useful: they’re concierges who can make introduc‑ tions to people that might be outside of your network. But they can’t replace the need for you to be your own bullhorn. It has to start with you.

TO KEEP READING, ORDER YOUR COPY OF UNLABEL TODAY.
HARDCOVER

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AVAILABLE WHEREVER BOOKS ARE SOLD IN HARDCOVER AND EBOOK. FOR INFORMATION, VISIT WWW.UNLABEL.ME.

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