This article reviews the advice from the academic and ‘grey’ literatures to identify a list of dos and don’ts for academics seeking ‘impact’ from their research. From ‘how to do it’ sources, we identify consistent advice on how to engage effectively, largely because it is necessarily vague, safe, and focused primarily on individuals. We then consider the wider policymaking system in which actors make political choices and have unequal access to impact opportunities. We identify the effort it takes to have actual policy impact and how far academics should be expected to go to secure and take credit for it.