Generating New Business Leads at Speaking Engagements

Generating New Business Leads at Speaking Engagements

– For you to get a call
as a result of a speech, somebody doing
business with you, that’s like finding
a unicorn, okay? For you to get a
call from an article is like finding a
three-legged unicorn who can juggle and smoke a cigar at the same time, all right? So the way to make
those things valuable, first is I agree
with your point 100%. You need to do those things to build up a body
of work, okay? So your body of work
enhances your credibility, so when you go to get
a speaking engagement, if you have videos from a
dozen speaking engagements that you can send those people, you’re the only one
sending a dozen videos, you’re gonna get the
speaking engagement. So your body of
work is important. Let’s set that
aside for right now. Here’s how you convert
speaking engagements and articles into
real work, okay? Everybody gives you,
let’s take articles first. Everybody gives
you the opportunity to do what’s called a byline
or a bio box in the article. And it usually says,
I’m gonna use myself, right, Dave Lorenzo
is the greatest thing in the world for marketing. He’s worked with over 1,000
lawyers and 600 different firms over the last 10 years. He’s written three books. Right, that’s great. Nobody reads that. Really, nobody besides
you even cares about that. Scrap that format. Do this. Create one piece of content
that is extremely valuable to your ideal client, right? 10 things you need to know
about opportunity zones in 2019, or the five questions
you need to ask a lawyer in this age of uncertainty
in affordable housing, right? That one piece of content
is what I call a honey pot, and what you do in your
bio box in the article when you send it
to the publication is you say Dave Lorenzo is an
expert on affordable housing. For his free white paper,
10 Things You Need to Know About Affordable
Housing in the Age of Uncertainty in
New York State, email, and then you
put a dedicated email. And when the email goes
to that, you get notified, and the report is
automatically sent out. It’s called an autoresponder. I’m sure your IT department
can do this for you, right? And everybody who gets that
publication then is a prospect. They’ve gone from, remember, we talked about
suspects and prospects? They’ve gone from somebody who just saw your
article and was a suspect to someone who’s actually
demonstrated interest, okay, because they reached out and
asked for more information. And what you can do
is you can even do a dedicated opt-in link
instead of an email so that they have to put
their name and email address, obviously, to get the report, and then you email them
two or three days later and follow-up as the
author of the white paper saying just wanted to see
if you had any questions. I’d be thrilled to answer
your questions for you. You know, I’m the author of
the article, blah blah blah. And 50% of the time,
people will respond and say hey, listen, you
know, this is a great article. I really appreciated it. I want to talk to you
about one or two things. So that’s how you take
articles and use them as a lead generation tool. What’s even more effective is
when you do it in a speech. I have a whole session
that we’re gonna do, and we may do more than, I
may do more than one session with you guys because I think
some of you speak a lot. But it’s something we
can definitely work on in a one-on-one setting. About three quarters of
the way through your talk, you completely stop
what you’re doing, and you say before I forget, I can’t go back to the office without making
this offer to you. I’ve a written white paper, and we usually sell it at the
firm for like $99 or whatever. Because you came here today,
I’d like to make this offer. If you’d like the
electronic version, all you need to do is
pass your business card to the center aisle. I’ll come down and collect
the business cards, and we’ll make sure that we get the white paper to you
tomorrow via email. And while I’m collecting
the business cards, if you have any questions, I’ll be happy to
take those questions as I collect the
business cards, okay? That does two things, okay? It finishes your
talk the right way. You never ever finish a
speech by taking questions. Never do that. Take questions three quarters
of the way through the talk, and you finish with with a
strong client case study story that’s gonna compel
them to take action. What that also does is the
only reason that you’re there, the only reason you
ever give a speech is to get the contact
information from
everyone in the room. I don’t care what
you talk about. You can talk about
Marvel and DC Comics if that’s of interest
to your audience, but you’re going
to give that speech to get contact information
from the people who came to hear you as
an expert on that topic. Because anybody who gives you their contact information
is a good prospect. They’re interested in
hearing more from you. And then you get their
contact information, you’ll email them out, and will communicate
with them over time. And we’re gonna talk about
that in our next session. But that, you know,
distribution of that honey pot, collecting that
information three quarters of the way through your talk and then distributing that
really helps us identify who the prospects
are in the room. Does that make sense? And then, you know, like I said, don’t ever don’t ever finish
your talk by taking questions. Always finish with a strong,
compelling story or case study. And then after your
speech is over, don’t wait at the
front of the room for people to come up
and shake your hand. After your speech is over,
you run, you don’t walk, you run to the exit door, and you stand next
to the exit door to collect business
cards from people who didn’t get them out in
time to hand them to you. And people will come
up to you one-on-one. They’ll think you’re a freak
for running to the door, but they’ll all follow you. It works like a charm. They’ll follow you to the door, and the people who didn’t
give you the business cards will give you their
business cards on the way out to
get the white paper. So you won’t miss anybody. If you have, if you’re in
front of the right audience, you’ll get 50 to 75% of
the people in the room to give you their
contact information, and that’s more valuable
than even getting the list from the people who
are running the event. When you get a list
from the people who are running the event, you get a generic list of
names and email addresses. You don’t know who’s interested in what you have to
say and who’s not. When somebody takes
the time to figure out where their business
card is, right, think about that right now. Where are your business cards? They’re probably at your desk. Probably not even on you, right? They gotta find their
business card, hand it to you. They’re interested in
what you have to say. So following up
with those people is money in the bank, okay? Does that make sense? That’s how you use
articles and speeches for lead generation purposes. Now, the second
thing I’ll tell you is articles are great for
building your body of work because we can
reference them forever, and if they’re
published in print, the firm can get reprints
of that with the banner, with the heading of, you know, like I wrote an article for
Real Estate Weekly 100 years ago and I still have it as a
Real Estate Weekly reprint. It has the Real
Estate Weekly header, and it’s great to
send out to people either electronically
or as a physical copy. So articles are great for
building your body of work. Speaking engagements,
I’ll tell you straight up, in this day and age
everything’s got to be on video. Even if you think that it’s
an inconsequential speech, it’s valuable to
put it on video. You know, if the firm has
the capability of doing it, you should definitely
have them do it because it’s gonna
come out better than if you try
and do it yourself. But worst case give
somebody, you know, give a given intern, you know, pay them 15, 20 bucks
an hour at the most and have them in
the back of the room just making sure
the camera stays on. It’s really valuable
just to have video of you in the front of a
roomful of people. It’s just good content, and
it’s good for your credibility. Go ahead, Adam. – [Adam] When you get
to the front of the room and people come up to
you after you speak– – Knock them over
and run to the back. No, I’m serious. – [Adam] I mean the back. – When you get to
the back, okay. – [Adam] How do you,
there are people that will suck your time
as people are walking by, and those people are usually
the least impressionable ones. How do you get rid of them? – Okay. (laughing) – That’s a good one.
– Can I use you? – Sure.
– Come on. – So we’re talking,
and I know right away this is not gonna
work out, right, and I see I see
Daniel’s over here. He’s waiting, right,
so what what I do is I just look him in the
eye and I go like this. He continues to talk,
and then I go like this, and I say just give me one sec. You know, just give me one sec. I need to make sure I get
Daniel’s business card. And so then I talk to
Daniel for two seconds, and he’ll hang out there. And I’ll go back to him, and
then somebody else comes. And I just, excuse
me one more second. This is really, I just want to, and I keep him over here. I don’t I don’t brush him off, but my body language is open
to accepting other people. You know, ’cause
what they do they’re, and it’s not, thanks. It’s not their fault, right? They don’t mean to, they
think they’re interesting. So you know, and they don’t mean to monopolize all your time. They just get really excited. – [Man] But they may not even
think they’re interesting. They may just think they
can get something from you that is not gonna
lead to your business, but it’s useful for
them but not for you. – Right. Just change your body language. And it’s, with what I just did, it’s really important
that as I moved them over, I never broke the
handshake contact. ‘Cause if I just push them
off, that’s rude, right? But I use the handshake
to move them over. I also, I’ll tell you,
if you accept questions from the crowd in a
in a speaking sense and you got a microphone, never let go of the
microphone, right? So you’re doing this
and they’re pulling you, you pull them in with mic. Never ever give up
control of the microphone ’cause you lose control of the, that question will
go on for 45 minutes if you give up control
of the microphone. And then when the person, if
there’s somebody in the crowd who you can’t get to stop, like they’re making
some sort of commentary, like you’ve asked for
thoughts from the crowd and the person won’t stop, what I do is I walk up to them and I extend my hand
while they’re talking and I shake their hand, and they’re still
talking and I thank them, and then I turn and move away. That’s more of a,
that’s a rare thing. It happens more often if you do like one of these panel things where everybody gets like, they’re supposed to get
like two minutes to do like an opening
statement or something, and they just go
on and on and on. And you’re a panelist
and you got to walk down and go thank you so much, and that’s, you know, that’s
the way to get them to stop. But when people come
up to you like that, you know, I’ll move
them over and I’ll say it’s really important that
I get these business cards, but hang with me,
I’m happy to answer any question you have. You know, you got to balance
the reason that you’re there with trying not to be, you
know, rude to that person. And you know, I haven’t
had an experience, if I do it right, I
haven’t had an experience where somebody’s been offended, as long as you use your
body language appropriately.

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  1. Get in touch with me for help with converting your next speaking gig into a lot of new business:

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