Is it possible to motivate someone just by being a really good listener? I think so, and I’d like to share an experience that backs this up…

I was talking to a friend yesterday who was having problems with her boss at work. Her boss happened to be one of those managers who a) thought he knew everything b) didn’t and c) refused to listen or take any advice from anyone (sadly, it probably comes as no surprise that managers like this exist in the world. Probably in much higher quantities than they should).

After a particularly annoying and frustrating interaction with him, she called me on the phone to vent about it. After listening to her vent for a bit and asking a few questions, I gave her a little advice on what she could do next.

At the end of the call she said, “Thanks, you are a very good motivational speaker. Although you didn’t say much, you mostly listened. So I guess you are a very good motivational listener!”

“Motivational Listener”? I had never heard that before, but the phrase resonated with me. Sure, there are plenty of motivational speakers in the world – the people who get up on stage and talk to you about how to make your life better (by quite a few definitions, I am one too). But motivational listening? To be able to motivate people to action by simply (or mostly) just listening to them…hmm…

I realize that this is not unique to me; the best advice givers in the world are mostly great “motivational listeners.”

So what is motivational listening? As mentioned above, it is simply the act of moving a person to action by listening to what they say. Sure, you’ll eventually have to say something, but it starts with listening.

Here are a few tips to help you become a great “Motivational Listener”:

Shut Up

(Just be quiet. Use tape if you must)

The simplest, most important technique to be a great listener. Shut up and listen! Let the other person talk and sort out what they are thinking. Often, the first few minutes a person’s venting needs to get out of the way so they can clear their heads and get to deeper feelings. If you jump in on the first sentence or two, you are cutting them off before you get to the more important stuff.

Pay Attention

(Focus on the other person!)

Shutting up is great, but it’s not enough. When someone is talking to you you must really pay attention. Don’t let your mind wander, and push away random thoughts that pop up in your head. Also, resist the urge to immediately come up with a solution to what they are saying. If you pay close attention, you may find that your solution would be irrelevant to what is really going on.

Try to Understand

(Stop! Before you give any advice, understand the other person)

One of Stephen Covey’s habits in “The Seven Habits of Highly Effective People” is to “seek first to understand, then to be understood.” These are great words to live by. Before you start jumping into solutions and “here’s what I would do” advice, make a real effort to understand the other person’s needs, wants, and motivation. Too often we forget that everyone is an individual, and two people can come to us with the exact same problem but need very, very different solutions. By understanding first, you can determine the best way to help them out.

Ask Non-Leading Questions

(Questions are great. Unless of course you use them to commit crimes)

A great way to gain understanding is to ask questions. They key, though, is to ask questions to get more info, not to lead the person to where you want them to go. A common, and often annoying, technique is to ask people leading questions. “Don’t you think it would be a good idea if you tried this?” That’s fine in a debate, but if you want to be a great motivational listener, your questions should be about uncovering the other person’s thoughts. By using questions, not only do you learn what they need, but you force them to articulate what they are thinking. By doing this, you get them to start realizing their next steps without you having to say much.

Give Advice From Their Perspective

(In advice, as with Talking Heads’ suits, one size does not fit all)

If you do the above four things, you will be well on your way to motivational listening. However, once you have listened, paid attention, and really understood what is going on, it may be time to offer some advice. This is great, just be sure to offer them advice from their perspective, not yours. What I mean by this is that often when we give advice we apply a “one-size fits all” idea that has worked for us in the past. It may very well not work for this person in this situation. I like it when people try to help me out by giving me advice. I hate it when they give me advice without any understanding of my desires, needs, and long term goals. That smacks of arrogance, stupidity, and close-mindedness (can you tell this annoys me?) To soften it a bit, it smacks of people giving advice from their perspective without considering the perspective of the recipient. After you’ve done your listening, give advice based on what you think will work b est for the other person in their situation with their strengths and weaknesses and their long-term goals.

(Random plug: This is why I love The Speaking School so much. By spending four days with a small group of people, we can really get to know everyone’s strengths, weaknesses, and long term goals. By day two we are able to give very targeted customized feedback on what is going to work for each person in their situation)

Motivational listening won’t work in every situation; sometimes you just need to grab a person by the shoulders and tell them straight out what to do. But in many cases simply shutting your mouth, listening, understanding, and offering very specific advice can be all the motivation a person needs. Give it a try the next time a friend or loved one is in a mini-crisis; you may be surprised by the result.

Avish Parashar is an innovative, energetic, and humorous speaker who uses his 15+ years of experience performing, directing, and teaching improv comedy to deliver unique and refreshing presentations to a variety of audiences.

Stanford University School of Business conducted a study that monitored a group of MBAs 10 years after graduation. What did they learn? That their ability to converse had a huge impact on their success and grade point averages had no bearing whatsoever.

The ability to connect with others through small talk can lead to big things, according to Debra Fine, author of The Fine Art of Small Talk (Hyperion 2005). A former engineer, Fine recalls being so ill at ease at networking events and even the 10 minute coffee break during a meeting that she would hide in the restroom. Now a motivational speaker, Fine believes the ability to develop relationships with people through small talk is an acquired skill.

Fine offers the following tips for starting − and ending conversations:

• Come up with three things to talk when preparing for a function along with a couple generic questions that will get others talking. If you’ve met the client before, remind yourself of things about her, such as a vacation she was headed to or specifics about her family.
• Be the first to say “hello.” If you’re not sure the other person will remember you, give the gift of your name to help out. For example, “Jared Holst? Debra Fine… good to see you again.” Smile first and always shake hands when you meet someone.
• Take your time during introductions. Make an extra effort to remember names and use them frequently. Exhibit host behavior by introducing others that join the group to each other.
• Get another person talking by leading with a common ground statement regarding the occasion or location and then asking a related open-ended question. For example, “What do you hope to gain from this conference?” or “What have you heard about the speakers?” You can also ask them about their trip in or how they know the bride or groom.
• Show interest in your conversational partner by actively listening and giving verbal feedback. Maintain eye contact. Never glance around the room while they are talking to you.
• Listen more than you talk.
• Be prepared to have something interesting to contribute. Staying on top of current events will provide you with great conversation builders, leading with “What do you think of?” Have you heard?” What is your take on?” Spare us from your opinion unless you remember to follow up with “What is your opinion?” or “Tell me your thoughts on …”
• Be aware of your body language. People who look or act ill-at-ease make others uncomfortable. Act confident and comfortable even when you’re not.
• Have a few exit lines ready, so that you can both gracefully move on. For example, “I need to check in with a client over there,” “I skipped lunch today, so I need to visit the buffet,” or “Who do you know at this meeting that could help me with …?

Turn every conversation into an opportunity for success!

Debra Fine, is the author of The Fine Art of Small Talk (Hyperion). She presents keynotes and seminars on conversational skills and networking techniques internationally. Debra is a 15+ year member of the National Speakers Association, presenting her programs to hundreds of audiences around the world to clients that include General Electric, Lockheed Martin, American Bar Association, GlaxoSmithKline Pharmaceuticals, Credit Suisse First Boston, and New York University Stern Graduate School of Business. Her recent media appearances include The Today Show, The Early Show, NPR Morning Edition, Fox Business News, and CNN.

Most of us believe we’re good listeners, when in fact, most of us are lousy. (If you don’t believe me, ask your spouse.) Yet listening is a critical skill that we all need to be better at. Listening allows you to relax, compose your thoughts and gather valuable information. And truly effective listening builds rapport, respect and trust.

Whether you’re networking, selling, negotiating or simply having a casual conversation, keep these principles in mind:

See Eye to Eye

When someone is speaking to you it is imperative that you maintain good eye contact with them. Looking at something else sends the non-verbal message that whatever you are looking at is more important than the speaker is. An additional benefit for you is that by looking at the speaker, you can pick up on their non-verbal signals, which will help you better understand what they really are (and are not) saying.

Use Your Body

The way your body is positioned can make a big difference in your conversation. Slumping or leaning back in your chair implies boredom or indifference. Instead, lean toward the other person to indicate interest. If you are standing, especially at a networking event, stand at an angle to the other person rather than face to face. This position will allow you to easily hear each other in a crowded room while still giving both of you plenty of personal space in front of you. This “open” body posture also makes it easier and more inviting for additional people to join your networking conversation.

Make Faces

Facial expressions give people a visual cue that you are listening to them. Smiling, frowning, raising your eyebrows, and other facial reactions send a strong signal that you are following what is being said.

Add Sound Effects

Verbal reactions are the auditory equivalent of facial expressions. Words and phrases such as really, oh no, you’re kidding, fantastic, right, uh huh, and yeah provide a different type of sensory feedback to reinforce the message that you’re really listening.

Restrain Yourself

The temptation to interrupt people can be overwhelming at times. Lets face it—we all love to talk. But giving someone our undivided attention and allowing them to speak without fear of interruption is so powerful in building rapport, that it behooves us to exercise restraint. You can, however, use the next three strategies to get a word in edgewise while keeping the conversational focus on the other person.

Question Authority

Asking questions is a sure-fire way to demonstrate interest in the person you are talking with.  Asking for clarification, for more details, or even advice (if appropriate; avoid the “Hey Doc, I’ve got this pain…” syndrome), encourages the speaker to continue and communicates that they have an appreciative audience.

Put It Another Way

Repeating the speaker’s ideas in your own words will help ensure that you heard what was actually meant. Paraphrasing also signals the speaker that you want to be sure you understand what they are saying.

Emphasize Empathy

Mentioning that you have had an experience similar to what the speaker has described can help to create rapport, because you have something in common. But claiming that your experience was better, worse, faster, slower, cheaper, or more expensive can be counter-productive, because it can make the speaker feel less significant. Focus on the similarities of your stories, not the differences. Remember, you are engaging in a conversation, not a competition.

If you are sincere in your desire to hear what others have to say, it will have a dramatic impact on your business and personal interactions. As Mark Twain once noted, “We despise no source that can pay us a pleasing attention.”

By combining his sales expertise and performance skills with intensive research, Don Cooper delivers programs that are industry and even company specific. So audience members get unique insights and practical, relevant tools they can use immediately to increase their sales—which is why Don is typically the highest-rated speaker at conferences and why his corporate clients bring him back again and again.

With the mountains of the Front Range watching over me like guardian soldiers, I began my journey from Colorado Springs up to Rocky Mountain National Park, about three hours away, for a speaking engagement. I put a book on CD in the stereo, the sun was shining, the weather was perfect and thankfully, the traffic was moving quickly and smoothly on the highway. All seemed right and good… and then it appeared.

Out of nowhere, a decrepit white van with mismatched hubcaps shoved its way into traffic and began a battle of epic proportions. It dodged, weaved, cut several people off and tailgated others, receiving blaring horns and a few one-finger salutes from fellow travelers. I’d watch the van accelerate to find an opening and then suddenly its tail end would lift as the driver slammed on the brakes. This impatient driver wasn’t just a pain to endure; he seemed to be an outright menace. The mysterious white van went through this agonizing routine for almost the entire hour it took to reach Denver, suffering his own obvious frustrations but also attempting to force everyone around him on the highway to suffer them as well. All this and here’s what the van accomplished – he was a mere three cars ahead of me after an hour!

The irony of the situation wasn’t lost on me. As he chose to travel one way, I had chosen another path and so had some other travelers. I was listening to a great CD The Last Lecture by Randy Pausch, counting my blessings, enjoying the beautiful day and feeling thankful that the traffic was moving well. I actually savored my journey. I passed by a family in a minivan that was doing the same, enjoying their time together, engaging in conversation and wearing tender smiles. One of the little ones even waved at me from his car seat. As I made my way through Denver, I pulled over to get off the highway to take a pit stop. The van was also pulling off the highway, accompanied by the bright flashing lights of the Colorado Highway Patrol.

Of course we all know we can’t control all that life throws our way. But we do get to exercise our power nonetheless in those moments and choose how we’ll travel on the journey. How are you traveling on your journey? Are you chomping at the bit daily, aggressively pushing your way forward even at the expense of others? What did the white van, or any of us, gain by traveling that way except more pain? Or are you traveling well? Are you savoring the experience, traveling in the right direction and doing it in a way you know in your heart is right?

The driver of the van and I showed up in the same place at the same time, but how we got there was radically different. I’m sure the stress and strain of the way he traveled took a toll in more ways than he realized. Be conscious of the way you travel, be considerate to others on the road, keep your foot on the gas but be willing to tap the brakes and slow a bit to let others in front of you. Do this and when you get to where you’re heading, you’ll not only be happy about where you arrive – you’ll be happy about how you got there as well.

For the past decade, D.J. Vanas has used his dynamic programs to build warriors in 48 states and internationally to more than 1,700 audiences at organizations such as IBM, NASA, and hundreds of tribal communities, governments, and schools.

With our economy in a recession and unemployment at the highest rate it’s been in over 16 years, there is no hiding from the fallout…we’re all feeling it.  However, there is a silver lining in this dark cloud we’re all sitting under.  There has never been a better time to invest in growing your network and social capital than now.

I have lived through several recessions in my lifetime and the one consistent observation I’ve made is how people seem to shift their priorities to focus on what really matters during lean times…relationships.  This is the time to start reaching out to people in your network and looking for ways to be a resource to others to increase your netWORTH™.

Your netWORTH™ is determined by your access and influence (which I call your “A & I factor”) that you have with your network.  Now is a great time to gain access to people you want to meet or have not seen in a while because business is slower and people are more available.  You will gain more influence when you focus on bringing value to others and commit to being a resource.  Approach your network with your arms open.

Focus on both your external and internal networks. If you’re lucky enough to still be employed, look for ways to bring value to others within your organization (internal network) as well as to people you know outside of work (external network).   The higher your “A & I factor” is, the harder it will become to lay you off.  Simply put, the most valuable employees are the ones standing at the intersection of life looking for ways to connect people, opportunities, and ideas.

The good news is you can start right now.  If you want to improve your “A & I factor” and increase your social capital simply make the choice to do so.  Your new mantra should be, “How can I be a resource to someone today?”  When you start putting that intention out to the world, you will be amazed at what will show up.

Here are a few action steps to get you started:

1. Make a list of people you haven’t talked to in a while and start making phone calls, send a card, or email to reach out.  As Confucius Bell once said, “A journey of 1,000 miles begins with a single phone call.”
2. Join the social networking revolution!  Get on board with a social networking site like facebook, LinkedIn, Twitter, or MySpace and discover your 6 degrees of connection!  Your A & I Factor will rise when you’re able to share and receive information and resources from your global online network.
3. Accept every invitation you get to attend a party, training, professional association or meeting.  Volunteer to be on a committee or task force that will create new connections and opportunities for you.

The hottest commodity in 2009 is your network.  Treat it with the care and respect it deserves and it will be there for you when you need it.

Sarah Michel, CSP, is an international speaker who works with organizations and associations, creating behavioral changes by teaching people how to intentionally connect with anyone, anywhere, anytime through her Perfecting Connecting® keynote and training programs.

Whether you’re planning a monthly meeting, a public seminar, or an international convention, you want to have as many attendees as possible. The more people you have at your meeting, the more exposure your sponsors receive, the more value your attendees derive from networking, and the more likely you are to fill your room block. Not to mention the more revenue you generate from registrations!

So how can you increase attendance at your next event? (Without spending a fortune on marketing?) Just follow these guidelines.

Select the Right Speakers

Most meeting planners select speakers they’ve seen before or have been referred to them by another meeting planner. Which makes sense. You want to know your speakers will perform well on stage.

However, if you want your event to be an overwhelming success, that’s not the only criteria. Because even if your speakers are amazing on the platform, if their marketing materials don’t effectively sell them, you’ll never get people to come in the first place. Remember, while you’ve seen the speaker on stage or on video, your potential attendees haven’t. The only thing they will have to form an impression is the speaker’s marketing materials.

When I say “marketing materials” however, I’m not talking about demo videos. Your members aren’t going to judge speakers based on them, so you shouldn’t either. Nor am I talking about a speaker’s bio. Most speaker bios go on and on about their accomplishments, their awards, and how great they are in general. Guess what? Your potential attendees don’t care! They only care about whether the speakers will help them in their lives, jobs, or businesses.

So what should you focus on in a speaker’s marketing materials? Their program titles and descriptions. This is what your members will primarily use to decide whether or not to attend your event.

Are the titles (and sub-titles) attention-grabbing? Are they provocative, timely, or enticing? Do they promise a benefit?

Are the program descriptions clear and compelling? Do they make you think, “I’ve GOT to see this!” or do they induce a yawn? Or worse yet, do they cause you to wrinkle your forehead and wonder what the presentation is actually about? If the program descriptions don’t excite you, odds are they won’t excite your prospective audience either.

Also look at the speaker’s testimonials, because you can use them in your own promotional efforts. Does the speaker have strong testimonials from attendees? Even better, do they have testimonials stating the results attendees have achieved because of the program?

Create Marketing Pieces, Not Just Announcements

Once you’ve selected your speaker—or speakers, as the case may be—you need to put together marketing materials that will attract registrations. This is where most organizations fall short. Too many associations and other groups simply send out an announcement listing the date, time, location, and speaker. That’s not enough!

There are more people, tasks, tools, and events competing for your prospective audience’s time and money than ever before. Which means, whether you’re putting on a teleseminar, a luncheon, or a multi-day conference, you must make a compelling case why people need to attend. You have to convince them that this is the best possible use of their time and money.

In other words, you have to create marketing pieces. A marketing piece is a salesperson in print or electronic form. A good marketing piece doesn’t just provide logistical information, it persuades people to take action by addressing issues important to them.

A truly effective event marketing piece must have all 12 of the following elements:

1. Strong Headline and Sub-Head
“2009 Annual Conference” is not a headline. It might be what your event is, but it’s not a headline. Likewise, your presidential theme or conference theme is not a headline. A headline grabs the reader’s attention and makes them want to learn more. In a marketing piece, it typically promises a benefit. Here are some examples:
• Take Your Business to New Heights!
• Make Money While You Sleep!
• Is This the Year You Finally Achieve Your Biggest Goals?
• Don’t Just Survive the Coming Economic Crisis, Profit from It!
• Would You Invest One Weekend to Change Your Life?
• Reduce Your Costs and Increase Your Revenues!
• Turn the New Tax Laws to Your Clients’ Advantage!
• It’s Time For You to Work Less and Make More!

If your meeting features only one speaker, you can use their program title as your headline, assuming it meets the standards discussed above. For a multi-speaker event, you’ll need to come up with a headline that sums up an overall benefit to the reader.

2. Date, Time, Location
Make sure all this information is easy to find. In a brochure or on a web page, list it at least twice. You might also want to provide driving directions, a map, and/or parking information.

If applicable, include hotel and/or transportation information. Be sure to mention both the regular rates and the discounted group rates you’ve arranged, so your reader will appreciate the savings involved.

3. Program Outline
Give people a good idea of what will be happening at the event. For a full-day or multi-day meeting, provide a schedule. Include meals, networking time, and anything else of importance.

4. Benefits of Attending
This is the heart of your marketing message. This is the answer to the question, “Why should I invest my valuable time and money to go to this thing?” You need to be specific and you need to promise results.
To determine what the benefits of your event are, ask yourself questions like:
• Why should someone attend this meeting?
• What’s so special about this particular meeting?
• What will they learn how to do?
• What tools will they walk away with?
• What problems will they learn how to solve?
• How will this meeting help them?
• What will they be able to do better?
• What kind of difference will this make in their work or their lives?
• What will they be able to increase or reduce?
• Of what value are the other elements of the meeting?
• What will they miss out on if they don’t go?

If you’ve chosen your speakers based on the criteria outlined earlier, you can simply use their program descriptions for all or most of this element of your marketing piece. Because a good program description answers the above questions in clear and compelling fashion.

5. Presenter Bios
Biographical information establishes the credibility of the speakers. I mentioned earlier that potential attendees don’t really care about a speaker’s bio, but ironically, if it’s not included, they’ll wonder who in the world this person is.

6. Special Features
Besides a speaker or two (or a dozen), what does your event have to offer? Mention any and all features that might be of interest to your attendees. Like what, you ask? Things like:
• Local tours
• Trade show
• Golf tournament
• Autograph session
• Comedy show or concert
• Spa discounts
• Organized activities
• Live or silent auction
• Awards banquet
• Live demos
• Spouse/partner sessions

7. Testimonials
Testimonials are one of the most powerful—and most overlooked—elements of a persuasive marketing piece. You want to use two types of testimonials: testimonials about your speakers and testimonials from attendees of your previous events. The more, the better.

8. Who Should Attend
Specifying who the meeting is intended for creates a connection between the reader and the event. If it’s designed for them, they feel more attracted to it. Listing who will benefit from attending can also cause the recipient to consider bringing along colleagues, staff, friends, or family members.

9. Investment
Notice it’s not “price” or “cost.” Those words imply your meeting is an expense. The word “investment” promises a return.

Put the investment amount near the end, so they get a chance to appreciate the value of the event first. If there are any special offers, be sure to highlight them. And point out what a bargain the meeting really is.

10. Registration Incentives
You want your attendees to register now. Not tomorrow. Not next week. Now. But if there’s no incentive, the natural tendency for people is to wait until the last minute. And the longer they put it off, the greater the chance they’ll forget entirely. So give them a reason to register immediately. Such as:
• Early-bird pricing. You might even have three different prices: early-bird, regular and on-site.
• A special benefit for the first 20, 50, 300 (or whatever number) registrants, like premium seating, a meet-and-greet with the speaker, or a contest entry.
• A free gift if they register by a certain date. (I’ve given clients special reports to use as an incentive. It costs me nothing, it costs the association nothing, and it drives early registrations.)

11. Registration Information
Make it easy to register! I’ve seen registration forms that were so confusing, I had no idea how to fill it out or how much the event was actually going to cost. Whether the information is on paper or on your web site, be certain the registration instructions are simple, clear, and easy to follow.

12. Call to Action
A call to action is like the close in a sales presentation—if it’s not there, the prospect likely won’t do anything. So tell them exactly what to do (”Click here to register!” “Fill out the enclosed form…” “Fax this page to…”) and when to do it (“Now!” “Today!”).

Many people protest when I tell them all the elements they need to include in their marketing pieces. “That’s too much information! Nobody will read all that!” they argue.

The evidence supports exactly the opposite. Research has proven again and again that—if it’s written well—long copy always outperforms short copy. Don’t be afraid of writing too much; be afraid of writing too little. If you leave out any of the above items, your registrations will suffer.

Use Several Different Marketing Channels

There are lots of different options for marketing your events: in person, direct mail, and electronic. Don’t limit yourself to just one. The more you use, the more effectively your message will get across.

Also, using different media enables you to get your message in front of more people within an organization. For example, your e-mails may go to one person, but your postcard may be seen by another.

As you plan your marketing campaign, consider using each of the following:

Your Web Site
The first place your meeting information should appear is your web site. Post whatever information you have as soon as you have it. Put a big visual link on your home page, and as your event date draws nearer, make it ever more prominent. If it’s a major event, you might even want to create a separate web site specifically for it.

E-Mail
E-mail has become the favorite method of promoting meetings because it’s basically free. It can also be written long-format—enabling you to get all the relevant information in—and you can include hyperlinks to the registration form on your web site.

Don’t rely on e-mail exclusively, though. E-mail isn’t always directed to the person you actually want to see it, or to all the people you’d like to see it. And with constantly improving spam countermeasures, more and more legitimate e-mail is being blocked.

Brochures
Brochures are great because they give you lots of room to make your case. They can be really small or really big. And they can be as fancy as you choose, allowing you to balance image with budget.

They’re also versatile—you can hand them out at events, use them as a stand-alone direct-mail piece, or insert them into your newsletter or magazine. Be sure to create a PDF version as well to post on your web site and use as an e-mail attachment.

Flyers
Cheaper, easier, and faster than brochures, but less glamorous and impressive. Perfect for promoting monthly meetings. Like brochures, they can be used as a handout, a direct-mail piece, or an insert.

Postcards
Postcards are too small to tell your whole story, but they make great reminders. They’re inexpensive to print and to mail. For monthly meetings, consider creating a template so each month you only need to fill in the blank spaces. For a major event, think about using an oversized postcard—it will give you more room for copy and will stand out in your recipient’s mail.

Phone Blasts
For a small investment you can arrange an automated phone blitz that will call your prospective attendees and leave a recorded message on their voice mail. This is especially impactful if the president of the organization or the keynote speaker is the voice the listener hears.

Faxes
I know what you’re thinking—faxes are sooooo 20th Century. Yes, but they still work. Keep the text to one page and include a fax-back registration form on the sheet (make sure there’s enough room for them to write legibly.)

Newsletters and Magazines
If you’re already sending out a newsletter or magazine (whether print or electronic) be sure to plug your event frequently within its pages. Highlight different aspects of your event in each issue, telling your story serially. If your speakers have articles, publish them to build familiarity and interest.

Events
Whether they’re your own or someone else’s, events allow you to physically connect with your desired audience. Talk up your event with everyone you meet; make an announcement to the group and hand out brochures and flyers. If the event is produced by another organization, see if you can get a copy of their mailing list or if they will do a mailing on your behalf.

Market to Your Audience Early and Often

Many event marketing campaigns are doomed before they begin because they start too late. You must create awareness of your meeting before your prospective audience has the chance to make other plans. The sooner your message gets out, the easier it is to get on people’s radar.

For a monthly event, your first marketing push should go out 2-1/2 to 3 weeks beforehand. For a one-time event, your campaign should begin 6 to 9 months in advance.

This doesn’t mean you have to have all the details set that far ahead of time. Your earliest marketing efforts can be teasers—just mentioning the event and whatever major details you already have confirmed. You can then present the full information later in additional marketing communications.

How many times should you market to your prospective audience?

For a monthly event, shoot for 3 to 4 communications. For a one-time event, 6 to 8. And for an annual event, 9 to 12. Seem like a lot? It is. It needs to be. Because the more often you hit your potential attendees with your marketing, the more registrations you’ll get.

Each communication can (and should) be a little different. One marketing piece might highlight the keynote speakers, while another focuses on the concurrent sessions. A third might detail some of the other features and benefits of your event. One could simply be a long list of testimonials. There are lots of good reasons to send out a marketing piece and as you put your mind to it, you’ll come up with plenty.

Do These Tactics Really Work?

You bet they do. During my year as President of the Colorado Chapter of the National Speakers Association, I implemented this approach and increased our monthly meeting attendance by more than 50 percent.

Since then, I’ve helped various organizations set attendance record after attendance record, in some cases more than doubling their previous year’s registrations. Which translates into tens of thousands of dollars in additional revenue.

Whether your meeting is local or international in scope, members-only or open to the public, dirt-cheap or big-ticket, these strategies will work for you too.

Choose speakers with powerful marketing materials, use them to help create persuasive marketing pieces of your own, use a variety of marketing channels, and market early and often. Employ these tactics and watch your registrations soar!

By combining his sales expertise and performance skills with intensive research, Don Cooper delivers programs that are industry and even company specific. So audience members get unique insights and practical, relevant tools they can use immediately to increase their sales—which is why Don is typically the highest-rated speaker at conferences and why his corporate clients bring him back again and again.

The “dismal science” of economics typically focuses on “bad” news. We clearly face significant challenges…no argument here. However, there are also many favorable developments taking place within the U.S. economy. This article focuses ONLY on the “good” news…

• The middle and lower-middle class had stronger income gains in 2007 than did the top one-fifth of households.
• For every dollar of U.S. economic output generated today, we burn less than half as much oil as 30 years ago.
• The number of illegal immigrants in the U.S. declined by an estimated 1.3 million (to 11.2 million) between August 2007 and May 2008. Stronger enforcement and fewer job opportunities contributed to the decline.
• Keep this in mind during the election campaign…the Bush tax cuts led to an enormous surge in overall tax revenues in recent years. In addition, the top 1% of income earners paid 40% of all income taxes in 2006, the highest share in at least 40 years.
• Overall, violent crime declined 1.4% in 2007 versus the prior year.
• Donations to charity set an all-time high in 2007, with more than $300 billion donated by individuals, foundations, and corporations. As a percentage of GDP, Americans gave twice as much as the next most charitable nation…England.
• Productivity of the average U.S. worker rose an average of 2.6% annually during the past 10 years, the largest gains in 40 years. Rising productivity is a long-term key to higher standards of living.
• American household net worth at year-end 2007 was $57.7 trillion, near the highest ever, and three times the total of 18 years ago. Net worth—the difference between assets and liabilities—had risen for 19 consecutive quarters before declining during 2007’s fourth quarter.
• The number of people who have quit smoking (46 million) now exceeds the number who still smoke (45 million). Roughly 21% of adults smoke today, versus nearly half in the early 1950s.
• Men’s contribution to housework has doubled over the past 40 years, while their time spent on child care has tripled.
• Seat belt usage by Americans was at 82% in 2007, versus 49% in 1990 and 14% in 1983.
• Average U.S. life expectancy has reached 78 years (men 75, women 80), the highest ever. This compares to 76 years in 1995, 68 years in 1950, and 47 years in 1900.
• U.S. exports to China have risen roughly 24% per year since 2001, making China the fastest growing market for U.S. goods.
• Air pollution declined 25% over the past 30 years even as the population and the economy grew. Water quality also continues to improve. More progress will occur in coming years as companies see rising value in “going green.”
• Children’s deaths from unintentional injury have dropped by almost 40% since 1987. Bicycle deaths fell 60%, while firearms-related deaths fell 72%.
• Toyota has developed a new fuel cell hybrid car that can travel more than twice the distance of its predecessor model.
• For the second time in two decades, the U.S. airline industry did not have a passenger fatality or major accident last year.
• U.S. exports of goods and services to the world are at record levels.
• Police officer deaths during 2008’s first six months were the lowest in 43 years.
• A year-end 2007 Gallup Poll noted that “more than 8 in 10 Americans say they are satisfied with their personal lives at this time, including a solid majority who say they are ‘very satisfied.’”
• Alcohol-related traffic fatalities in the most recently reported year dropped by more than half versus 20 years ago.
• The number of homeless people declined by an estimated 12% between 2005 and 2007, with an even larger decline in those who are chronically homeless.
• During the early 1960s, the five-year survival rate from cancer for Americans was one in three. Today it is two in three…continuing to climb…and the highest in the world.
• Traffic deaths per 100 million miles traveled last year were the lowest on record.
• The number of people without health insurance declined by 1.3 million to 45.7 million in 2007 versus the prior year.
• Childhood obesity, which rose sharply over the past two decades, appears to have stabilized.
• The American economy added eight million net additional jobs between 2004 and 2007. Job losses averaging 66,000 monthly in 2008, while painful, are 64% fewer than average monthly losses during the 2001 recession.
• Substantiated cases of childhood sexual abuse have fallen 49% since 1990. Physical abuse of children is down by 43%.
• More than three million girls participated in high school sports last year, part of a record 7.3 million total participants.
• The Federal Reserve aggressively reduced its key short-term interest rate seven times during the past year. One result? Interest costs for millions of Americans have declined.
• Some 68.6% of the 2.7 million “Class of ’05″ high school graduates enrolled in colleges and universities, the highest ever.
• The number of abortions performed in this country has declined by one-third since 1990 and is now at a record low.
• The U.S. rate of home ownership reached 69.2% of households in recent quarters, the highest ever, before declining slightly.
• The upward “mobility” of the typical American remains the greatest in the world. Why? The U.S. economy “rewards” the combination of hard work and educational achievement more than ever before…and more than any other country in the world.
• Women earned nearly 60% of all bachelor’s degrees awarded in recent years, versus 43% in 1970 and 24% in 1950. Women earned a similar share of master’s degrees.
• Median (half more, half less) household income rose 1.3% after inflation to $50,233 in 2007 versus the prior year.
• Illicit drug use among U.S. teenagers hit a five-year low of 9.8% in 2006, down 16% since 2002.
• The U.S. still accounts for roughly 40% of global research and development (R&D) spending.
• A record 29% of men have earned a bachelor’s degree or higher, versus 26% of women, also a record. This compares to a combined 7.7% in 1960. A record 84.6% of adults over age 25 now have at least a high school diploma, versus 24.5% in 1940.
• U.S. teen pregnancy and birth rates plummeted to all-time lows in recent years, before a slight rise in 2006. The reasons? More widespread use of birth control, more work opportunities, and more girls who “just say no.”
• Flexible work schedules are now the norm for 43% of workers, up from 29% in 1992 and 13% in 1985. This allows greater flexibility for more people, especially those with children.
• Roughly 30% of trash was recycled or composted in the latest year, versus 16% in 1990.
• In 1967, only one family in 25 earned $100,000 or more (inflation adjusted to 2005). Today, one in six families does. The share of families earning more than $75,000 annually in real dollars has tripled from 9% to 27%, while the share of families earning between $5,000 and $50,000 in real dollars has fallen by 19% since 1967.
• Violent crime overall is down 55% since 1993, with violence by teens down 71%. School violence has declined by half from a decade ago.
• The U.S. role of dominance in the global economy in recent years has been as clear-cut as at any time since the 1950s.

Jeff Thredgold, MS, is the only economist in the world to have earned the CSP designation, awarded by the International Federation for Professional Speakers and the National Speakers Association. He has spoken more than 1,000 times during the past 20 years, traveling more than 1 million miles in the process.