Connect with me...

We all know the revenue-generating power of live events. The networking, the late-night brainstorming, the deals struck over cocktails and dinner—they can be tremendous business builders.

Wouldn’t it be great if you could personally show up at every single conference and seminar in your industry?

Imagine attending every live event that caters to your perfect client or customer? After all, you’re looking at thousands (or tens of thousands) of prospects for your business sitting in those seats every year. Those events are potential goldmines.

Of course, even if you could go to every single event…
And take time away from work…
And pay the entrance fee…
And pay to fly there…
And rent a car…
And pay hotel and food expenses…
How many people would you actually get to talk to?
How many prospects would really pay attention and follow up with you later?
How much business would that conference really generate for you in the long run?
These questions are always lurking, aren’t they?

It can be challenging to balance the possible new business with the expense of attending a live event.
There are options, of course.
You can choose to attend just the biggest and most promising events (where you’ll have to compete to stand out in the crowd).
You can decide to stand out by paying huge sponsorship fees in return for a booth and some on-stage mentions.
But how many of those attendees are really paying attention to your message while they’re in the frenzied atmosphere of the event? Not many.

Here’s an idea…
Why not send your book to the event instead?

Imagine this scenario:
You pay a small fee to include your book in the event’s swag bag. You know, that bag full of promotional materials that every attendee gets when they sign in. Unlike ever other little postcard, pen, or custom chocolate bar in that bag—
Your book is helpful…
Your book is big and bulky…
Your book is interesting and entertaining (and easy to read)…
People can’t help but pay attention to a book placed in a swag bag because we are trained from childhood that books are valuable. (Much more valuable than a pen or a 20% off coupon!)

When you send your book to the event, everyone gets a copy.
You save the registration fee…
You save the travel expenses…
You save the time away from serving your clients and customers…
You make contact with every person at the event…
And you still get the prospects calling you.

There’s no way you can possibly show up to every single event that serves your target audience.
But your book can!

Your book can go to every local chapter meeting.
Your book can go to every state gathering.
Your book can be gifted to every member of the national industry association.
Your book can help thousands of people you may never even meet in person (until they call you for a consultation).

When written well, your book is the perfect stand-in for you. It introduces you and your business to prospects. It helps them solve a problem. It explains your product or service. It invites them to call you or visit your website to find out more. It might even make a direct offer or give a discount.

And when you do decide to attend an event live, you have the perfect way to open a conversation with every single person you come in contact with. When someone asks you what you do, you just point to their bag and show them your book. (Don’t be surprised if people ask you to autograph their copy!)

P.S. What happens when all those attendees are packing their bags to go home? Most leave the swag in their hotel rooms. But the book? Hmm… maybe I’ll pack that and read it on the plane.