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I had the opportunity to chat with a fellow marketing guy earlier this month. He was about to do a workshop for a local professional speakers group I belong to and I was helping him set up.
This marketing guy – Aidan Crawford – is one smart fellow. His target market is professional speakers. So doing the workshop obviously helped position him as an expert in front of an eager-to-learn audience. I wouldn’t be surprised if a couple of those in attendance became new clients for him that very day.
Like I said, smart guy.
Now Aidan could have simply done the workshop, reaped the benefits, and went home with a smile on his face – satisfied he made a connection with twenty or so people in the room.
But he didn’t.
Instead, he used the power of leverage to get even better results. Continue reading