May 19, 2020

How to Grow Your E-List through Public Speaking and Business Friendships

public speaking
business tips
email marketing
web marketing
Bizclik Editor
6 min
How to Grow Your E-List through Public Speaking and Business Friendships

 

Written by Ken Lizotte

Public speaking is considered a potent business development vehicle. It’s a chance for people to meet you, get to know your expertise and your product and your business. Who knows who might be in your audience with a need for what you have to sell?

Yet how many speakers put on a terrific show, winning over an enthusiastic audience, in effect initiating potentially awesome business relationships with hundreds, even thousands of potential prospects… then throw it all away by not bothering to ask for their biz cards or email addresses? As Humphrey Bogart remarked to Claude Rains at the end of Casablanca, “Louie, this could be the beginning of a beautiful friendship.” And so could each and every speaking gig! 99% of speakers, however, fail to recognize this.

What do the business-savvy speakers do? They view their audiences as potential goldmines, collecting business cards for a giveaway or a raffle of a copy of their book or white paper, or a free dinner coupon or a free consultation. Something in return for volunteering one’s business card.

Another way to get your audience’s cards (and thus their emails) is to simply be up front about it before you begin. That is, just ask for them! “Before I get started, would everyone please pass their business cards my way, right now…” You can ask people in rows or tables to just move the cards toward you, then add, “…because I want to do something special with them. Does anyone know what I want to do?”

Whenever I use this technique, someone invariably guesses correctly, then yells out only half-jokingly: “You’re going to send us a lot of emails!”

Following a little audience laughter, I respond: “Well, kind of, yes! Actually, I’m going to put you on my e-list so we can stay in touch.” Then I add: “And I’d like you to do the same with me, please add me to your e-mail list as well. That way, our time today will be more than one-time thing. It’ll instead be the beginning of a beautiful business relationship.” I may even attribute that last line to Casablanca, which anyone over the age of 50 or so will happily recall.

Though social media is all the rage, studies still cite e-mail as the most used online communication vehicle. After all, though many folks these days jump onto Facebook or Twitter or Linked-In first thing in the morning, even staying there all day long checking their updates and their internal message boxes, many others (like me) only visit their social media occasionally. ALL of us, however, each and every last one of us, checks our email at least once if not (more likely) multiple times during any given day, including weekends. Thus building an email list, and keeping it active, still represents the best way to go… by far.

Once you've learned to consistently grab all the business cards you can when you’re out speaking, how else can you steadily build up your e-list? Here are a few techniques:

Trade cards when networking

This may seem obvious but often the best of us forget to ask for (or offer) a business card at the conclusion of even a particularly fine networking conversation. So get in the habit of asking every time, always closing a great new connection with: “Let me have your card, I’d like to put you on my e-list and social media.” Say this while handing over your own card.

Follow up the next day with an email script like this: “Hi John: Great meeting you yesterday at the Business Forum. I look forward to seeing you again! Meanwhile, I’ll put you on my e-list and social media and please do the same with me. Have a great day!” Rarely, very rarely, will someone object to this. Everyone realizes that keeping in touch makes good business sense. We just by and large forget to do it!

Put an easily-seen forwarding link on your emails and eblasts

Make it easy for those who like what you send out (your e-letter, an e-tip, an announcement of a new client or project or a newly published article) to entice their friends to sign on with you.

Create useful content for your eblasts, not shameless advertising

Don’t use your weekly or monthly “eblasts” to merely advertise your products or services. Instead, offer helpful hints, a published article of yours, news of an upcoming webinar or teleconference, and other useful content. Give your subscribers something they can use, not just a plug for them to spend money.

Don’t get shoved aside by the SPAM filters

Emails with an overabundance of exclamation points or titles such as “An offer you can’t refuse, limited time only!!!!” are far more likely to meet an untimely death in a spam folder. The same goes for overusing all caps, or having too many colors and too different fonts. Ask people to white-list your e-mail address if their spam filters are blocking your eblasts. Subscribe to an email contact service so you can keep track of where your eblasts are ending up.

Send on schedule

Try to send your eblasts on a regular basis, whether that is once a week or once a month or once per quarter. Let your subscribers know what to expect: “We send out business updates every Tuesday.” Be realistic about what you can do and stick to it. Don’t set yourself up for failure by creating a weekly or monthly voluminous newsletter that you may not be able to keep making time for. Short eblasts are just as effective.

Place an e-list sign-up box on EVERY PAGE of your website

Don't hide your sign-up box by setting it up on only the CONTACT page of your website. That forces visitors to your website to go hunting around for a way to become attached to you.

And don’t burden new subscribers with tons of information fields for them to fill out. Email, name, phone number maybe, and how they heard of you will usually suffice. Also, give people a reason to sign up by offering an incentive of some kind, such as a discount coupon or free article or a condensed e-version of your book (my particular offer) etc. See my own e-box for a sample of how I do it at www.thoughtleading.com

Finally, here’s one thing NOT to do: Never buy or rent an e-list. The kind of email contact I’m advocating should be permission-based and relationship-friendly. Everyone on your list should have met you in one form or another, either one-on-one or by watching you speak or by means of a referral, through a Facebook exchange--- something! In that way, over time, effective business connections will deepen with every eblast sent to your list. You’ll soon see referrals coming your way on a regular basis as well as direct business. You’ll create a “word-of-mouth machine” and develop large numbers of “beautiful friendships.”

About the Author: Ken Lizotte, CMC, is author of “The Expert’s Edge: Become the Go-To Authority that People Turn to Every Time” (McGraw Hill) and Chief Imaginative Officer (CIO) of emerson consulting group inc. (Concord MA), specializing in transforming professional service firms and business experts into “thoughtleaders.” A Certified Management Consultant (CMC), he speaks frequently to industry and professional conferences on such topics as book and article publishing, accelerating creativity, career transition and balancing work & family. Visit him at www.thoughtleading.com

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Jun 11, 2021

Health Catalyst: An agile approach to healthcare data

Northwell Health
Health Catalyst
3 min
How to get the most out of your investment in data with Health Catalyst

 

Healthcare Catalyst is quite literally a healthcare providers’ catalyst for change when it comes to their measurable, data-informed improvement in analytics, software and services.

Founded in 2008 in Salt Lake City, Utah, Health Catalyst is dedicated to enabling health care organisations to build a healthcare-specific, open, flexible, and scalable data platform and fully integrated suite of analytics applications.

This enables health system partners, including Northwell Health in New York which serves a population of 11 million, to realise measurable value within months. “Our customers have recognised the potential to use data, to meaningfully improve their clinical, financial and operational business performance outcomes,” said Mike Doyle, Chief Customer Officer.

Formed by a group of healthcare veterans – with a quest to develop a data warehouse that could handle the complexities unique to healthcare data – they revolutionised the clinical process models and use of analytics and discovered the solution now known as Adaptive Data Architecture, which is agile, flexible and can be implemented in a matter of weeks compared to a matter of years.

Today, Health Catalyst helps clinicians in more than 250 hospitals that care for more than 100 million patients each year.

Health Catalyst offers a solution in three parts:

Data Operating System

Cloud-based DOS is a healthcare-specific, open, flexible, and scalable that provides customers a single environment to integrate and organise data.

Analytics Applications

Analytics applications build on top of the data platform and allow customers to make measurable clinical, financial and operational improvements.

Services Expertise

World-class team of analytics and domain experts leverage technology to help customers shorten time-to-value and achieve sustainable, measurable improvements.

The fully integrated data platform and suite of analytics applications helped clients during the pandemic, in ways even Health Catalyst could never have imagined. Health Catalyst offered products and services to support customers’ agile response to the pandemic in four phases:

  • Prepare.
  • Prevent.
  • Recover.
  • Plan.

“By having the data operating system, our clients were able to take advantage of the integrated source of data to meet challenges that they were facing in their local geographies due to the pandemic in ways that we could never even have predicted,” said Doyle.

Doyle highlighted Health Catalyst’s Value Architecture group, which helps the company ensure that its technology and expertise are delivering measurable and meaningful value to our clients.  “I think another key differentiator is our open platform that our clients are able to use to accelerate their own integration of data, but it is customisable, configurable in ways that makes it unique for them in ways other cookie cutter analytics just can’t match. 

“We like to start every discussion by listening and understanding how we can help our customers avoid making mistakes and getting the most out of their investment in data.”

Speaking about their partnership with Northwell, Doyle said: “We're very grateful for this partnership and want to thank these visionary leaders who are able to envision a future using data that is light years beyond what we can think of today.”

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