7. What are your customer demographics? What sex, age, income, education, occupation, hobby? Put your ads and promotions in places where these people go.

8. Can you verbalize formula? Know precisely what drives traffic and revenue to you. For instance, mailing X number of flyers yields X new clients, costs $X, and takes X hours.

9. Did you factor in your time? If giving one teleclass yields less clients than above tactic, but only takes 1 hour and costs less, it's more cost-effective for you to give teleclasses.

10. Are you still creative? Making your marketing more business-like can't be done at expense of your creativity, flexibility and willingness to experiment. Both are necessary.

Permission is granted to reproduce in any form as long as byline stays intact. Courtesy copy appreciated.

Speaking engagements are another critical spoke in your wheel and they will be much easier to come by if you’ve established yourself as an expert in your field by publishing a few articles.

What associations and clubs do members of your target audience belong to? And what conventions do they attend? You can get contact information for all Canadian associations (with a list of upcoming conferences for next three years) at Toronto Reference Library or you can purchase it from Micromedia (416-362-5211). A copy of Sources Media Directory will also provide you with useful contacts for publications and associations (416-964-7799).

If you check web addresses of some trade magazines, there is often a section on upcoming conferences and promotional events. If you see an opportunity here, approach organizer and offer your services.

Develop a one-page faxable sheet that consists of a brief bio, an outline of speeches you give, a partial list of clients and testimonials. The bio, of course, should present you in best possible light while still sticking to truth. As for speeches, think of three slightly different topics related to your area of expertise and give them catchy titles. Some that have worked well for me are:

Mindset for Millennium Creating Credibility with your Customers The Gold Rush: Marketing your Tourism Destination

The title must both catch eye and stick in mind of your prospective buyer – a subtitle can be used for explanatory purposes if necessary. Catchy and clear are bywords here.

The one-page sheet you create will not only serve to get speaking engagements but also as a great public relations sheet to send out with other marketing material to anyone who wants information about you and your business.

Once you have person in charge of conference on phone, ask when their next conference will be, what theme is, and whether they’ve hired all speakers they need. If not, offer your services. Conferences often require up to a year’s lead time so if you’re too late for this year, try for next year.

You’ll need to decide whether to charge a fee, and if so, what going rate is, or whether to offer your services in exchange for some free publicity. Whatever you decide, it’s important to be consistent – don’t speak free of charge for some clients and charge others - word gets around.

Ask if you can fax your bio sheet (along with your contact information) and then follow-up with a phone call a week later. If you don’t fit into a particular conference, keep in touch with organizer and keep trying.

Build up a database of potential clients this way, noting when you contacted them, what response was, and when to contact again.

If you’re inexperienced in speaking, take courses through Toastmaster’s and offer your services to local service groups such as Rotary clubs.

Again this approach takes patience but fame and fortune are often incremental. One opportunity piggy-backs on another and momentum is soon built up. Before you know it, you and your business have become a household word!

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