If you can parlay your expertise into a seminar format, the next step is to market yourself and increase your visibility, reputation and demand. Identify a prospective opportunity, such as with a chamber of commerce, industry organization or major company, and write a letter introducing yourself and your skill set. Then propose a seminar that will benefit the organization.
Write the draft as a formal business letter. Start with a date, name and address block, subject or “regarding” line, salutation, and body and signature line. The subject line should state the intent of the letter, such as “Seminar Proposal: How to Turn Sales Prospects Into Customers."
Introduce yourself and intent of your letter in the first paragraph. For example: “My name is Carla Jones, and I am the author of a series of workbooks on effective sales techniques, now available through Acme Online Retailers. I have designed a seminar based on the proven concepts outlined in my series. For the month of June, I am offering this seminar at a significant discount for companies in the metropolitan area as a way of introducing myself, while offering your sales staff the tools necessary to increase sales by 30 percent in one fiscal quarter. I can conduct the seminar on-site in a conference room for up to 10 people.”
Detail how you will promote the event in the second paragraph, whether to build excitement for internal employees or attract outside attendees (or both).
Add additional information about your credentials in the third paragraph. Include testimonials from satisfied customers.
Describe your enclosures. This may be an outline of your proposed seminar, a brief promotional DVD of you speaking, or perhaps footage from an actual seminar. Do not include too many items; you do not want to inundate your recipient.
Tell when you will follow-up. For example, thank the recipient for his time and then write that you will follow-up with a telephone call in five days. Offer him the option to contact you via telephone or e-mail, and include this information even if it is already printed on your letterhead.
If this is a “cold call” and you are not sure if you are contacting the correct individual, call the organization and ask the receptionist for the name of the proper person; or, ask for the public relations or marketing department and ask for an individual in that department to guide you.
Follow-up when you said you would; not earlier or later. This demonstrates punctuality and professionalism.