The Value of Writing Skills - Part 2

By Andy Horner

Did you know that before you read an email you scan it first to determine if you “want” to read it? This “always on” scanning mode helps you filter out the noise from the salient, important information from your inbox flood.

Without knowing it, you probably do this with the articles in the “Sales Caffeine” each week. And guess what? Your customers scan your emails too!

In the blink of an eye, your customers evaluate every email to meet two criteria:

Is the message important?
Will it be quick and easy to read?

Even if your information is important to your contacts, if your emails don’t produce a “yes” for criteria #2, they may be ignored or deleted right along with the spam.

To get your emails read and get a response, you must format your emails for scanning.

Here’s the winning hand for writing emails that are quick and easy to read:

Ace of Hearts: Keep your emails and ezine articles short. Remember, your ideas, pitches, arguments, and benefit messages are far more interesting to you than anyone else. Need proof? Ask yourself why your spouse says, “that’s great, Honey” instead of “No...way, tell me more!” when you talk about work. Try to keep everyday sales emails to 150 words. Limit your lead ezine articles to 400, about the size of this article. If your emails go on and on, they immediately fail the scan test and you’re toast.

King of Hearts: Restrict the majority of your paragraphs to three sentences or less. Long paragraphs are scanning quagmires that can trigger the subconscious mind of your recipients to demand, “next email!”

Queen of Hearts: If you can’t avoid writing a large paragraph, make it easier for the reader to scan. Summarize the paragraph with a bolded title and structure the main points as a numbered or bulleted list. The result – instant “scannability!”

Jack of Hearts: Don’t bury your calls to action inside a paragraph. Whatever you’re prompting your recipient to do, whether it be download a PDF, visit a webpage, register for a webinar, or answer a question, put it on a line by itself and bold it.

Ten of Hearts: End your emails with a dialogue opener, not a closer. Stop writing “best wishes” or “warm regards” at the end of an email. It translates to “have a nice life.” Instead, use a valediction that opens a dialogue. Try “Thoughts?”; “What do you think?”; or “Eager for your reply.”

AgriCULTURE
by: Todd Gash

When most people picture a farmer, a few classic images come to mind: A tractor, pitchfork, overalls, or perhaps a John Deere hat with a smudge of grease on the brim. When I picture a farmer, however, I think of $500 Hart Schaffner Marx suits.

I grew up in a small farming community in rural Kentucky where my family owned a clothing store for over fifty years. These were the days before Wal-Mart had permeated every nook and cranny of the American landscape and teenagers actually wore pants with belt loops…and used them. Every day after school I would work in my parents clothing store. We were not a specialty store like you find in most shopping centers today; we were a necessity store. If you needed socks, we had them. New school clothes? We were the place to shop. If you needed a pair of blue jeans, work boots, or a dress shirt, you came to our store. Even when it came time to rent those tuxes for prom (think baby blue…remember we are talking the '80s here) we had them! We also sold Hart Schaffner Marx five hundred dollar suits. WHAT?? Five-hundred-dollar suits to a bunch of dirt-under-their-fingernails farmers? Yep.

In my town, like many small towns across America, suits were worn on two occasions -- to church and funerals. That meant that one well-made suit could last longer than most of their pickup trucks. And for some it meant they would probably be buried in them. The people in our community appreciated value and were willing to spend money on something if it was necessary and would last. When one of our customers decided it was time for a suit, I would show the selection of dark blue, gray, or black suits and would then lay out a selection of ties on the table for them to choose from. I would then sell them dress socks, shoes, and the occasional set of cuff links and a pocket square. Since most of our customers knew our store and our family, they knew that we were selling them what was needed. I was good at matching ties to suits and they began to trust my judgment. We made a lot of money selling expensive suits to farmers and others in the community. (The real challenge was getting them to not wear their work boots with the suit.)

So, how can you sell a $500.00 suit to a farmer?

1. BECOME A RESOURCE FOR YOUR CUSTOMER. We understood the needs of our community. There was no reason to shop anywhere else. When you are intimately connected to your customer base, you can anticipate needs and establish trust.

2. CREATE A BUYING ATMOSPHERE, NOT A SELLING ONE. On any particular day, you would find a handful of men and women standing around our store talking, sharing news or gossip, and drinking coffee. Not once did anyone ask them if they were going to buy. We knew that they were going to buy…when they were ready.

3. DON’T UNDERESTIMATE YOUR CUSTOMERS. Never prejudge the buying motives of your customers. Prove value and customers will buy.

It just goes to show you that it does not matter who your customer base is, as long as you are giving them what they want. Build those relationships, be trustworthy, and add value -- and they will become a loyal consumer. So what are you doing for your customers?

Here's why Halloween should be a national sales holiday:

On Halloween: Trick or Treaters are really salespeople in disguise!

1. Trick or treaters dress for success.

2. The most effective trick or treaters plan their routes wisely to maximize their time in the field.

3. The most successful trick or treaters start early and work late.

4. The most successful trick or treaters ask for the order! (Trick or Treat?)

5. The most successful trick or treaters network to find out where the best treats are to be found.

6. It's a night filled with cold calling.

7. Savvy treaters have been known to try to ask for their fair share, wait a while, and return for an up sell.

8. If you want to make more treats, you have to make more calls.

9. Smart treaters always say thank you.

10. At the end of the day, if you didn't get all the treats you wanted, you only have yourself to blame.

I smiled when I read it -- like you just did. Then I thought about it again when I went over to my daughter's (and granddaughters') house to watch and participate in the Halloween festivities.

Here is the rest of the list to prove that Halloween is not only a sales holiday, it's a sales event, a sales process, and THE sales lesson of all time. And you thought it was all about the candy.

1. Planning and preparation. Many people (and kids) plan their costume months in advance. And treats must be purchased or prepared in advance of all hallows eve. There are thousands of adult costume parties the Saturday night before the actual holiday. Seems as though this is an all-inclusive holiday.

2.Creativity. Halloween is all about creativity. Hours are spent deciding and preparing the right costume. Adults and kids alike are in heavy creative zone to make their costume the BEST. I believe that the most cumulative creative time you've spent in your life is about Halloween.

3. Positive anticipation. Not just of the holiday, but the day of Halloween. Every kid is chomping at the bit to go out and "trick or treat"

4. You (or your kid) make the sale at every home. As long as a light is on, you know you're going to get a treat.

5. Halloween builds self-confidence. Reward after reward. Treat after treat. It all adds up to a positive self-image and the self-confidence to continue.

6. Immediate gratification. Show up. Be dressed. Ask for the sale. Get the prize. Is this a great holiday, or what? And the next sale is just 25 feet away.

7. Your coach is with you every step of the way. If you're under ten years old, it's likely that your sales coach (mother or father) is right there with you, helping smooth out your approach, and complete more deals. They will work for peanuts - well, maybe peanut M&M's -- and they have your best interest at heart.

8. Celebrate with parents and loved ones. When you get home after your neighborhood sales calls, er, I mean house calls, the family is there to greet you and congratulate you. You dump out everything on the floor or a table and begin to survey your "loot." Of course, everyone is ooing and ahhing at your candy haul.

9. Victory never tasted so sweet. I'm certain (if you're anything like me) that you ate a few pieces of candy as you were walking around. Now that you're home you can taste your success until you've had your fill, and still have enough left over for days - maybe weeks.

10. Do it again next year. No one ever says, "Hey, we did Halloween last year, let's skip a few years." NO! It's an annual tradition, unless you live in New Orleans, where celebrations and costumes happen all the time.

10.5 It's a blast. Whether you went to a party, or went trick or treating around the neighborhood, you had a blast, and can't wait to do it again.

Halloween. It's not just a kid's holiday. It's a sales holiday, and a personal development holiday. It's a festival of celebration and success.

I hope you had one. I hope you took advantage of the opportunities it offered. And I hope to see you on the streets next year.

Hold Money Close to You Not Far Away If You Want More in Your Life!

Most of us have been taught to hold money in a “distant place”. This perspective means that money is out there, but it’s often elusive. Sometimes you can’t actually get your hands on it at all!

The concept of money needs to be a personal relationship – an energy exchange. When you start to make anything personal, such as money, you create magnetic energy. That’s when you transcend the intellectual relationship.

You may have an intellectual relationship with money now. What you want to do is to move it into an energetic relationship.

First “receive a breath”. Notice how that’s different than when someone says “take a breath”. You’re allowing yourself to receive. You’re putting it in a different perspective.

So receive a breath now. Imagine holding money so that you can feel that connection. Just see or feel what comes up. DO it in your mind’s eye and notice the energy of it. Imagine holding money so that you can feel that connection. Just see or feel what comes up. Do it in your mind’s eye and notice the energy of it. Imagine feeling the texture of bills or coins or checks. You might even want to imagine the aroma of money.

However you connect, just receive another breath and close your eyes. Give yourself permission to play. Imagine money as a personal experience.

How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when
the world has made it so easy for you to be remarkable?"
- Seth Godin

The Dangers of Social-Media-Palooza



When used correctly, social media allows you to put your message in front of potentially huge numbers of people. You can create outbound campaigns to blogs and forums and chat rooms. You can start your own blog. You can stimulate conversation on social media sites about you, your business, and/or your products by publishing special reports or covering news or sending out targeted surveys or questionnaires.

If you do these things gradually and organically and with a solid message, you can win over the users of these sites and build profitable relationships with them.

So the way I see it, you have three choices:

1) Take the position that social media is a fad - something that will never add dollars to your bottom line - and ignore it.

2) Spend countless hours doing it wrong, yielding zero dollars for your business.

3) Do it and do it right, enhancing your business at the same time!

In celebration of #3, here are my top ten "Do's and Don'ts" regarding social media:

1. Your company website is a great place to start: Build a strong social forum by giving customers who visit the site interesting articles or study results and inviting them to share their thoughts and feelings. The customers in your forum will tell you what you are doing right and what you are doing wrong; there's no need to waste money on a customer survey. Heeding the advice you receive is likely to translate into dollars for your company.

2. Don't do it because it's cool: Doing anything because you want to be regarded as cool is a waste of time and money. Cool doesn't win anymore. Instead, customers want authenticity and honesty. Take the time to educate yourself first, find worthwhile bloggers to subscribe to who also use social media, and develop your strategy, or seek advice from someone who can help you. You must be clear on the outcomes you want to achieve through your social media strategy.

3. Be a "Giver" not a "Taker": Social media is about invitations, not solicitations. If all you do is ask for things, no one will pay attention to you. Build your reputation as someone there to "serve."

4. Brands are organic: So many people want brand recognition. In reality, you are your brand. The only way to have a great brand is to be great CONSISTENTLY. Building a great brand takes time. So EVERY time you do anything, realize that it will affect your brand for better or worse.

5. Education and entertainment equal engagement: When someone values your message and is being entertained at the same time, you will gain a loyal follower for life. So don't just say what you have to say - say it with style. Say it differently from everyone else.

6. Facebook is not the only game in town: You need to decide; do you want to be a small fish in a giant ocean or a big fish in a small pond? Depending on your business, Twitter may be more appropriate for you. Make sure you understand where the biggest bang for your buck comes in to play.

7. Quality wins over quantity every time: Don't put emphasis on being popular, obsessing over statistics and analytics of how many likes/followers/connections you have. Showcase your character, values, personality, knowledge, and experience.

8. People judge a book by its cover: Sad but true. You have 5 seconds to make your first and possibly only impression. Put your best profiles forward, be consistent with your business branding, and make sure your information is always informative and up-to-date.

9. Use social media as an introduction, not a replacement: Don't sit behind your social media account and rely solely on it for all your business networking. Yes, use it as a quick icebreaker, a learning tool, and a conversation starter, but meeting prospective clients and partners face-to-face can never be replaced.

10. NEVER use social media in place of your direct response marketing strategy: Social media is only a piece of the marketing pie. Plan realistically what your business, marketing objectives, and goals are, and integrate your social media objective into your overall plan. Remember to measure your progress, so you can change your strategy when necessary.

If you are ready to add social media to your marketing mix and want to do it as successfully as possible... and if you don't mind getting specific, actionable advice from someone who has been there and done that (hint: me!)

Questions to Ask Inbound Marketing Prospects

I’ve been working on some version of this list of questions to ask new prospects over the years. I’m recommitting to asking these questions and getting good answers–even if they challenge people–during our first interview, which is why I’m sharing them here.

If you can use these questions in your own sales process, or some variation of them, please do.

• What’s your elevator pitch/what do you do? Although this often gets them to answer further questions, it’s a quick way for them to frame what they do. It also has the benefit of showing me when they’re not exactly clear what they do, why they do it, and who they do it for. It’s always great when it’s precise:
  • “We run an organic landscaping business in Greater Portland.”
  • “We shred private documents for businesses and government agencies on the east coast.”
  • “We help people with disabilities in Texas get paying jobs and get them set up with housing as needed.
• What are your top 3 business goals? There doesn’t always have to be three; sometimes there’s more and sometimes there’s less, but I found that three, well, it’s a magic number. It reminds people that they may have more than one business goal, but also helps others focus so they’re not trying to manage 20 business goals.
• Who is/are your top 3 audience(s)? Again, 3 is somewhere between random and arbitrary, but it gives us a target. I’ve found that some people are extremely specific, i.e., “women in their 30′s and 40′s making $100K or more who don’t have kids but love being the “cool aunt,” and some obviously haven’t thought about it, i.e, “um…women?”
• What do your prospects/web site visitors want to accomplish at your site? People get this question wrong more often than you’d think. And by “wrong” I mean that they give me their answer in the form of “what do I want my visitors to accomplish at my site.” So answers like “learn more about my capabilities” or “sign up for my email newsletters” may be outcomes, but they are probably not the driving force for people to visit your site. “Get design ideas for their kitchen,” or “make a reservation,” or “schedule a massage” are probably more accurate.
• If you choose to work with AlphaGraphics, what will make this project feel like a success/money well spent in six months? In a year? This is my favorite new question. This is really the target/goal setting question. Does success look like a well designed web site? Does it look like a high ranking at Google? Does it look like increased conversions at the website? Does it look like better communications with their customers? This also helps us keep our eye on the prize through the development process.

I also ask what’s your budget for this project (they never have one) and what’s the timeline (invariably yesterday.) Depending on the conversation I might ask about what they’ve been doing so far (especially if they’re frustrated with the current state of affairs) and what other marketing/advertising/sales they’re doing (to help determine if I need to manage expectations.) I try not to ask too many technical questions (who’s your registrar, do you have pop boxes or a mailserver) as that’s better saved for a later conversation if we decide to move forward.

The Social Media Bank: Are You Making Deposits or Withdrawals?

Social media is a bank.

And like any bank, you can make deposits or withdrawals. The problem is that too many people jump into social media, starting with a balance of $0.00 and start withdrawing like there’s a run on the bank.

Visit my website at www.idontgetit.com! they tweet. Like my Facebook page! they holler. Watch this video where I talk about how long we’ve been in business!

There’s nothing wrong with talking about yourself and your business. However, every time you do, you’re making a withdrawal. And if you’ve got nothing in your savings account, what are you drawing off of?

Start making deposits.

Start promoting other people’s stuff. When you see a friend, customer or even a competitor talk about an award they’ve won, a webinar they’re putting on, or a clothes drive, retweet it, share it, like it.

If people take the time to comment on your blog, respond to them. (Something I need to work on myself.) If someone asks a question on LinkedIn, answer them with the most detailed response you can think of. Speaking of LinkedIn, when was the last time you recommended someone without being asked first?

With every retweet, comment and engagement, you’re making deposits in your social media bank. And don’t feel like those deposits are burning a hole in your pants. Don’t promote someone in a quid pro quo fashion; rather, just do it because it’s the right thing to do. If you are exclusively tuned into radio station WII FM (what’s in it for me), then consider this: by sharing and promoting OPS (other people’s stuff) you become the trusted conduit, and build a following based on your knowledge of what’s going on.

"Whatever we plant in our subconscious mind and nourish with repetition and emotion will one day become a reality."

Earl Nightingale

An Old Hymn, Jazz, and the Key to Copywriting
By Glenn Fisher

An old Christian hymn might seem the last thing that could help you become a master copywriter.

But you'd be surprised...

Do you know the hymn "Morning Has Broken"? (Cat Stevens did a version of it in the 70s.)

Well, that was the first tune I ever learned to play on the bass guitar. And to this day, I can still remember how to do it.

There in the under-funded music room of a rundown secondary school in England, I was introduced to a bass guitar for the first time.

As that particular guitar was the one they used to teach people to play, the music teacher had marked the various notes on the fret board...

A little sticker marked the string and corresponding fret where you should place your finger to play a C, an F, an E, a G, and so on.

Pretty simple stuff.

But I couldn't read music, and I'd never picked up a bass guitar in my life. So, I was thankful for those simple stickers.

Shown the order of the notes I should play, and with a rough idea of the hymn's melody, I set about learning how to play "Morning Has Broken."

Over and over, I would play the familiar phrase... dah dah dah daaah-daaah.

Though any experienced musician might laugh, it was tough. Again and again, I would hit the notes in order, trying to recreate the melody.

I can't say how long it took me. (It might be that I've forgotten that detail out of embarrassment.) But, finally, the breakthrough came.

Practicing at home, I hit upon the melody. And again. And again.

I'd nailed it. I'd learned how to play "Morning Has Broken" on the bass guitar.

At this rate, I'd be a rock star in a matter of weeks. My band at the time -- which consisted of me and my friend, who was learning to play guitar and had the sole aim of becoming the next Bon Jovi -- would be famous.

Of course, it didn't work out quite like that.

Instead, my music teacher set the next task: to learn "Rock Around the Clock" by Bill Hailey and the Comets. The struggle began once again.

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Understanding How to Write Good Sales Copy

Despite my slow start, I did eventually enjoy some success with my bass playing.

I've taken the stickers off my guitar and can recall, spontaneously, the position of the notes.

But the fact remains...

It takes me just as long to learn a new melody these days as it did when I was struggling to overcome the dah dah dah daaah-daaah of "Morning Has Broken."

How come?

Surely, I should be able to grasp the melody much easier after all these years?

The reason I can't is an important one. In fact, it is fundamental to your becoming a successful copywriter...

You see, it all has to do with how a person learns to play the bass guitar. And, in turn, it has everything to do with how you learn to become a master copywriter.

The Unavoidable Importance of "Rote Learning"

From the moment I first picked up that note-marked bass to the present day, every time I look to learn a new melody, I do it in the same way...

I play the melody over and over and over again.

It is only by constant repetition that I am able to learn the melody at all.

And learning to write sales copy is the same...

When you take your first steps as a copywriter,: repetition is key.

You might have heard the technical term used to describe this kind of learning... They call it "rote."

I often talk about it. And the reason I do, is because I really believe this is one of the best ways to give yourself a good grounding in copywriting.

But if you've not come across rote learning before, believe me, it's no rocket science.

All it really means is learning by repetition.

Did I already say that? Well, that's the point.

To get something into your head, you've got to repeat it over and over until it becomes a natural reflex.

Have you heard of Dave Brubeck? A quality jazz pianist. He wrote the tune "Take Five," which even if you don't realize it you have heard.

But without rote learning, there'd be no "Take Five."

I assure you, though he's considered a master of his art, even Dave Brubeck would have sat at that piano and tapped out the melody to "Take Five" over and over again.

He'd hit dud notes. He'd get the rhythm wrong. He'd get angry and be ready to call it quits...

And as you learn to write copy, you'll go through the same problems. And, yes, sometimes you'll feel like calling it quits.

But you shouldn't. Seriously. If you start out right here at square one, if you throw yourself into the unavoidable period of rote learning that all master copywriters must go through...

You will make it to the other side. The doors will open for you. And in the process, you'll achieve something so few really ever do...

You'll become a master copywriter who can demand thousands of dollars for just one sales letter.

It is possible. More important, it is possible for you.

So here's your homework for today. Pick up a compilation of bestselling sales letters. You can find them online or in the library.

Print one out and set about copying it out by hand, word for word. Then type it out, word for word. I know, it sounds laborious. But trust me, this is something I make all trainee copywriters do -- and it works...

The simple act of repeating the words will help you form a strong, almost subconscious understanding of copywriting. And you'll soon realize the positive effect it's having.

So give it a go... and let me know how you.

Are You Focusing Your Energy on What

You Really Want?

When you are in the higher vibrational energies, you are able to manage your thoughts and feelings by focusing your energy. That’s called Energy Management. When you are in higher vibrational energies, you have the strongest connection to your Inner Guidance/Inner Coach.

When you are in lower level energies – anger, worry, fear – that’s when you feel something less than a clear connection with the energy flow. This is a perfectly normal experience for human beings.

When you learn to allow that Inner Guidance/Inner Coach to guide you, you are in a state of peace and flow more often.

There is a basic principle of Energy Management. It is a higher guidance that operates with in you. You can think of it as a connection on a sort of telepathic level. This is the energy source from which all life force flows. You can call that source of energy God or Spirit – or whatever word works for you – but it connects us all.

When you consciously tap into that connection, you have tapped into unlimited potential.

This Energy source operates at a very high level of frequency. To consciously tap into that potential, you have to be operating at a similar frequency.

Thoughts like love and peace and how to serve others can be measured now. When you are focused in these higher vibrational frequencies you have a direct connection to that energy. I call it your Inner Coach.

"All truths are easy to understand once they are discovered; the point is to discover them."

Galileo Galilei

The Noblest Expression of the Human Spirit
By Alexander Green

Here's a riddle.

What is the secret of eloquence, the standard of virtue, the basis of moral authority, the object of philosophy, the most formidable power on earth, the noblest expression of the human spirit, and beauty itself?

Thoreau said it was better than money, love, or fame. The New Testament proclaims it the basis of personal freedom (John 8:32). Schopenhauer observed that it is first ridiculed, then violently oppressed, then accepted as self-evident.

The answer, of course, is truth. Yet you'll notice that the supply often exceeds demand.

The other day, for instance, a friend forwarded me a political e-mail filled with dubious accusations and misstatements of fact. You would think a message that is unsigned, printed in three colors, and written in ALL LARGE CAPS might engender a bit of skepticism. Yet it resonated with him so strongly that he eagerly accepted it.

We all want to believe that we are in possession of the truth. Even when we're uncertain, we like to feel that we're evaluating information rationally and will surely recognize the truth when we see it.

But as Winston Churchill observed, "Men occasionally stumble over the truth, but most of them pick themselves up and hurry off as if nothing ever happened."

We all walk around with a picture in our heads that we believe reflects the world as it truly is. We depend on this image. It governs our thoughts, feelings, and behavior.

But is it accurate?

With today's radio, cable TV, and Internet, you can watch, read, or listen to whatever kind of news pleases you, and indulge your political, social, and scientific theories, whether sophisticated or naive, extremist or pedestrian, grounded in reality or so far out you're floating in the asteroid belt.

It's called selective exposure. Rather than dealing with the unpleasant sensation of having our beliefs tested, we simply steer clear of information that contradicts what we think we know. We carefully select the messages we consume.

As a result, we're not just arguing over what we should be doing. We're arguing over what is happening. We're no longer just holding different opinions. We're holding different facts.

A New Approach to Networking: A Toast to Toastmasters by Whitney Bishop Where can you meet prospects, make friends, improve your presentation and communication skills, leadership skills and develop meaningful and profitable relationships? Your local Toastmasters club, of course! Never heard of Toastmasters before? Or you have, but you just haven’t gotten around to looking into membership yet? Get ready to change your network and your confidence level forever! I first heard of Toastmasters during a presentation Jeffrey Gitomer made in 2007. I went straight home and found a club less than half a mile from my house that met weekly. The relationships I made there have resulted in friendships, business, leads, referrals, and opportunities to connect people to one another. And I’m a far better speaker and presenter to boot! My fellow Toastmasters have been able to secure jobs, create business partnerships, find love and lasting friendships, all for the small cost of membership and showing up! When I was offered a position in a new community, my first order of business was to find a local Toastmasters club and transfer my membership. I knew it would be an effective way to get to know the people and the issues. Most clubs average 20 to 30 members and meet weekly or bi-weekly. You have the opportunity to bring a guest with you to each meeting and to listen to 2-3 speeches, practice speaking off-the-cuff, and network with your fellow Toastmasters and honored guests. Networking events can be expensive and if you don’t go there with purpose and intend to follow up, it can be a waste of your time and money. Why not make an investment that allows you to develop lasting relationships with people? Here are four ways to think (or rethink) about Toastmasters: 1. As a professional development tool. This is one of the best and most cost-effective forums for improving your presentation and communication skills. For less than $100 a year you have the opportunity to create and deliver dozens of presentations to a group of community members who will provide you with the constructive criticism and support you need to improve your presentation, communication skills, and leadership skills. 2. As a networking opportunity. Each meeting is an opportunity to connect with your fellow Toastmasters and honored guests. The structured format provides you with much more inside information about each person who has the opportunity to speak than you would be able to pick up at a networking breakfast or happy hour. 3. As a relationship builder. Your customers want to become better at making presentations too. They have customers and professional development goals. Instead of taking them to an overpriced lunch or milling about at an overcrowded event, why not bring them with you to your Toastmasters meeting? You will have enough information about your fellow Toastmasters to be able to connect others -- providing referrals and leads that will lead to lasting relationships and business! 4. Consider chartering a group yourself. Bring together a group of 20 people -- your power people perhaps -- and get busy improving your skills and creating a referral network engine at the same time. If you’re not a member of Toastmasters yet, what are you waiting for? Find a club near you, visit many, take a prospect, take a friend and learn how investing your time and money in Toastmasters will pay dividends to you and your network.