When Alice started her local book publishing company, she was excited about helping authors bring their stories to life. She knew she had the experience and passion to guide writers through the publishing process, but she quickly realised that finding new clients—especially in such a niche industry—was going to take more than just sending emails and running ads. Alice needed a way to build real relationships with potential clients, and that’s when the idea of hosting an informal networking event came to her.
Hosting a low-pressure, friendly event where local authors, aspiring writers, and book lovers could meet seemed like the perfect way to build trust and make connections. What Alice didn’t expect was just how impactful this approach would be, not only for meeting potential clients but for growing her business through relationships. Here’s how she did it.
The Idea: Creating a Relaxed Environment for Connections
Alice knew that many of her potential clients—local authors and aspiring writers—might feel intimidated or overwhelmed by the thought of working with a publisher. She wanted to create a space where people could learn more about her company and the publishing process without feeling like they were being “sold” something. So, she decided to host a casual networking event at a local café, with no formal agenda, just an opportunity for like-minded people to chat about writing and publishing over coffee.
She kept the tone light and informal, even naming the event “Coffee & Chapters.” It wasn’t about pitching her business—it was about getting to know the local writing community and offering a space where authors could share their experiences, ask questions, and meet others on a similar journey.
Setting the Scene: Keeping it Simple
Alice didn’t overcomplicate the event. She booked a cosy space in the café and spread the word through social media, local writing groups, and word-of-mouth. She made sure to invite both experienced authors and those just starting out. Her message was simple: “Join us for an informal gathering of writers, authors, and anyone interested in the world of books. Whether you’re looking to publish, network, or just chat, we’d love to see you there!”
To keep things relaxed, Alice decided against any formal presentations or speeches. Instead, she created conversation starters by placing a few thought-provoking questions on the tables, such as, “What’s your favourite book and why?” or “What’s the biggest challenge you’ve faced in your writing journey?” These small prompts helped break the ice and got people talking, sharing, and connecting naturally.
Building Relationships, Not Pitches
When the day of the event arrived, Alice focused on building genuine connections with the attendees. She greeted each person warmly, introduced people to one another, and floated from table to table, joining conversations and offering insights when asked. The atmosphere was comfortable, with writers exchanging ideas, sharing their passion for storytelling, and talking openly about the challenges they faced in publishing their work.
Alice didn’t talk about her publishing services unless it came up naturally. Instead, she asked questions about their projects, listened intently, and offered helpful tips or resources when relevant. By being genuinely interested in their work and creating a supportive space, Alice built trust without ever needing to give a formal sales pitch.
One aspiring author, who had been nervous about approaching a publisher, told Alice later that the event helped her feel more confident about the possibility of getting her book published. The relaxed setting made it easy for her to ask questions and get to know Alice without feeling pressured.
The Outcome: Turning Conversations into Clients
The beauty of the informal networking event was that it didn’t feel transactional. People were there to connect, learn, and share, and that’s exactly what happened. However, as Alice found, those conversations naturally led to new business opportunities. Several authors who attended followed up with her afterward to discuss their projects in more detail, and within a few weeks, she had new clients who felt comfortable and excited to work with her.
One of the attendees, a local author who had been considering self-publishing, ended up choosing Alice’s publishing company because of the personal connection they made at the event. “I liked that it didn’t feel like a business event—it felt more like a gathering of people who love books,” he told her. “That made all the difference.”
By the end of the event, Alice had built relationships with potential clients that went far beyond the typical “send and hope” email strategy. She had positioned herself as a trusted expert in the local writing community, not just a publisher offering a service.
Why Informal Networking Works
Alice’s experience highlights the power of informal networking. By creating a relaxed environment where people can engage with each other without the pressure of a sales pitch, you can build authentic relationships that are rooted in trust. People are more likely to remember you when they’ve had a real conversation with you, rather than simply hearing a sales pitch or reading an email.
For small business owners, especially those in niche industries, informal networking events offer an opportunity to meet potential clients face-to-face, learn about their needs, and show that you’re approachable and knowledgeable. These events don’t have to be complicated or expensive—the key is to focus on creating a welcoming atmosphere where people feel comfortable connecting and sharing.
How to Host Your Own Informal Networking Event
If Alice’s story resonates with you and you’re thinking about hosting your own informal networking event, here are a few tips to get started:
Choose a relaxed venue: Pick a location that encourages casual conversation, such as a local café, community space, or even your office. The goal is to create a welcoming environment that doesn’t feel too formal or intimidating.
Invite a mix of people: Reach out to potential clients, industry colleagues, and even existing clients who can share their experiences. This creates a rich networking environment where people can learn from each other.
Keep it simple: Don’t worry about formal presentations or agendas. Focus on creating opportunities for conversation, whether through icebreakers, casual discussion topics, or simply allowing people to mingle.
Be genuine: Focus on building relationships rather than selling. Ask questions, listen, and offer helpful advice when relevant. Your goal is to create trust and show your expertise without being pushy.
Follow up: After the event, reach out to the people you connected with. Thank them for attending, and if they mentioned a specific project or need, offer to continue the conversation.
Ready to Build Your Network and Grow Your Business?
If Alice’s story has inspired you to start building relationships through informal networking events, it’s time to take action. Mark A Preston, THE Customer Growth Coach & Speaker, can help you develop effective strategies for meeting potential clients, growing your business, and building meaningful connections. With Mark’s coaching and training, you’ll learn how to create networking opportunities that feel authentic and lead to long-term business growth. Contact Mark today and start building the network that will take your business to the next level.
