by Eileen Parzek

Do you do presentations or speaking engagements in front of your target audience? If so, you have a wonderful opportunity to grow your opt-in relationship building mailing list in big leaps.

First, create a multi-lined sheet with room for name, company, phone # and email address, and photocopy as many sheets as you need for this audience (if you have an audience of 50, for example, you might need two sheets of 25 lines). Clip it to a colorful clipboard (in your company color?) and attach a pen.

During the presentation, tell the audience that you would like to give them a gift (a free report, an hour of free service, something of meaning) and it's theirs if they sign up for your mailing list. Assure them that you won't abuse their trust or privacy, but would like to be able to follow up with them about the topic you're speaking about. And let them know they can always request being removed from your list after they get the free gift.

Then send the clipboard out, starting with the first person in the first row. People WILL sign it - human nature dictates that no one wants to be seen passing it on, turning down a freebie, or appearing rude. They might ask to be removed later - but you've been given a chance to start building a relationship with them.

Now - here's the catch. You HAVE to do do what you promised within 24-48 hours of the event. Hire someone if you have to - but make sure those names get entered into your database or customer relationship management software and an email goes out to each one of those people thanking them for attending your presentation and attaching the free gift, or instructions for getting it, whatever it is.

Do NOT use this moment to sell - simply do what you said you would do. Going forward, you can continue to send them useful information, new products, invitations to other events, etc.

This strategy has worked very, very well for me every time I've ever spoken anywhere. I tried the "sign up sheet left on the table" and "form to fill out left on their seat" routine the first two times - and got 1-2 sign ups if I was lucky. Contrasting that with a 90% sign up rate the way I'm suggesting, it's the best strategy to follow if you're a speaker or presenter.

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About the Author:

Eileen Parzek is an award winning graphic designer and writer providing digital and print graphic design and web design services. Always found at the intersection of information, creativity and technology, her business, Business Design Studio (www.businessdesignstudio.com) helps small businesses make a big impression, increase their reach and grow.

(c) Eileen Parzek, 2006