real networking was about finding ways to make other people more successful. - Keith Ferrazzi

Nothing infuriates reporters and editors more, I’m told, than to get a pitch from someone who clearly has no idea what their publication is about or who their audience is.

You want to impart both a sense of urgency and a sense of convenience. Instead of closing with “We should get together sometime soon,” I like to finalize with something like “I’m going to be in town next week. How about lunch on Tuesday? I know this is going to be important for both of us, so I’ll make time no matter what.

The answer is we created buzz: that powerful, widespread phenomenon that can determine the future of individuals, companies, and movies alike. Buzz is the riddle every enterprising person is trying to solve. It’s a grassroots, word-of-mouth force that can turn a low-budget flick into a multimillion-dollar blockbuster. You feel its energy in Internet chat rooms, at the gym, on the street, and all of it is stoked by a media hungry for the inside scoop. Buzz is marketing on steroids.