This is one of those blog posts that tells you something you already know.¬† You are probably like me though, and sometimes forget the basics.
Almost two years ago, I was in Milwaukee doing some work for a client.¬† Since I was out there anyway and business was good that year, I accepted a long-standing invitation to speak – unpaid – to a CEO networking group in the area.¬† I had stopped dong unpaid speaking gigs eight or nine years back when I concluded they were rarely worth the time and effort.¬† It’s “you get what you pay for” in reverse.¬† Members of the group get your consulting for free for a few hours, and value what they get according to the cash investment they made – zippo.
Sound a bit cocky?¬† Yup.¬† But hey, Mr. Big Shot here figured the only other option was sitting at the Milwaukee airport bar waiting for the only flight back to Atlanta.¬† So the dog and pony show was on!
Speaking in front of groups is something I truly love doing, and I think I did a pretty good job of it that day.¬† Even remembered to ask the group to opt in to our e-newsletter.¬† Of course 100% of the hands went up signaling agreement.¬† (They’re CEOs after all, so they’re polite.)¬† The ONLY reason I followed up though, and entered the names and e-mails into the system to complete the double-opt-in process, was a rain delay at the airport.¬† Otherwise I’d have blown it off.
This past Friday, I re-learned – yet again – how vital it is to get subscribers to your e-newsletter.
Got a phone call out of the blue from one of those CEOs.¬† This woman had not only read all the e-newsletters, but also had been following this blog, listening to our podcasts and watching our videos.¬† She bought a 2-day seminar on the spot.¬† There’s a decent chance this thing will turn into a 6+ month engagement.
So the lesson?¬† Actually, there are three.¬† First, don’t ever get cocky and think you’re above executing all the basic blocking and tackling.¬† Second, make sure your e-Rep is robust and continuously feeding meaty, valuable text, audio and video content to your constituents out there in cyber-space.¬† And third…
Never, never, never pass up an opportunity to get someone signed up for your e-newsletter.
By the way, you might want to sign up for our e-newsletter.