Book More Business: Make Money Speaking by Lois Creamer

Author:Lois Creamer [Creamer, Lois]
Language: eng
Format: epub
Publisher: Silver Tree Publishing
Published: 2017-08-20T22:00:00+00:00

Chapter Twenty

Staying Front-of-Mind with Decision-Makers

One of the challenges of seeking speaking engagements is how to keep your name in front of decision-makers even when they are not making decisions.

I advocate calling a prospect only when you have business to transact; therefore, I’m talking about what you can do between the time of initial contact and the time they are in a decision-making mode. The key to getting the attention you want at decision time is staying front-of-mind. How to do it?

Speaker one-sheet. The first thing to send is a great one-sheet after the initial contact. It gives your prospect an overall sense of your business and what you can do for them, as well as whom you have worked with. Your one-sheet introduces you and your work. A great one-sheet creates interest in the speaker and his or her programs. It allows the prospect to see what kind of results they can expect to receive in a certain program. (See Chapter 43 for much more on the one-sheet.)

I think sending an article or post you have written that will be meaningful to the prospect is a great way to stay in touch. I consider any writing “intellectual property on parade!” Those of you who follow me on twitter (@loiscreamer) know I send out this tweet often:

Thought leaders are writers. What have you written today?

Blog posts. You make a positive impact by writing. Blog posts are also meaningful. The posts you write can be great selling points to your prospects and great resources for your clients. Not to mention it can provide great discipline to keep on writing!

Articles. It’s great to send an article you may find in a periodical. I send and tweet articles and posts from The Wall Street Journal, my city business journal, the Harvard Business Review, Flipbook, and others. Check out their websites or apps to find articles of interest or to repost on social media. I download apps on my smartphone and seek out great material that positions me with my clients and prospects.

Testimonial letters. One of my favorite ways to keep in touch is by sending PDFs of testimonial letters. One day after collecting a great testimonial in my mail, I wanted to share it with others. I sought out 10 people who I had recently contacted and decided to share my letter with them. I copied the original and wrote on the top, “I’d love to do a great job like this for you!” No cover letter. Keep it simple. If sending to a large company, write the name of the person to whom you are sending on top, but include no cover letter.

If someone doesn’t recognize your name, they probably won’t open an attachment in email. Remember, only email when you have permission or else add an unsubscribe button to the email.

Sending out those testimonial letters turned out to be a great idea. I got two pieces of business from sending 10 emails! I receive emails from my blog followers who have implemented this telling me it has worked well for them, too.

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