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.