How To Turn Expertise Into Business Leads

IRVINE, CA (December 15, 2006) — Content rules when it comes to generating business leads, says a June 2006 study of 1,900 business-to-business marketers conducted by MarketingSherpa. The study concluded that compelling content, delivered through seminars and white papers, is your best marketing investment for 2006 and beyond. The top three tactics ranked as very effective by service marketers were online seminars (33 percent), blogs (33 percent) and white papers (31 percent).

Learning how to turn business expertise into business leads through speaking and getting published is the focus of an all-day workshop on “How To Win Clients Through Persuasive Speeches and Seminars” to be held 9 am to 5 pm on Friday, December 15 at the Orange County campus of Pepperdine University in Irvine.

According to workshop leader and marketing author Henry DeVries, research studies consistently show that the best proactive business development strategy for professionals, consultants and relationship-based service businesses is to regularly demonstrate expertise by giving informative talks in front of targeted groups of potential new clients. DeVries, founder of the New Client Marketing Institute and a graduate of the Leading Professional Services Program at the Harvard Business School, will share the latest strategies on marketing through free and paid speaking opportunities.

DeVries, author of the books “Client Seduction” and “Self-Marketing Secrets” and a Web Marketing and Business Presentations instructor at UC San Diego, says the top seven ways to turn expertise into qualified leads are by hosting paid seminars and webinars, having a Web site that trades a white paper for email addresses, publishing ezines, gathering business cards for your ezine at networking events, blogging and submitting white papers on the Internet, giving speeches to trade groups and hosting small-scale executive briefings.
Best ways to promote your speaking and writing, according to a 2005 survey of 900 b-to-b marketers conducted by Sales Lead Report, are by telemarketing (27.1 percent), email (26 percent), direct mail (22.3 percent) and search engine optimization (12.2 percent), print ads (5.2 percent) and pay-per-click ads (4.4 percent).

A fundraiser for the Southern California Emerging Business Association ( and the Association of Professional Consultants (, the workshop is presented in conjunction with the Orange County Chapter of the Pepperdine University Alumni Association. The early bird tuition is $137 for the general public before December 7, $177 until December 14 and $200 at the door. Discount admission is available to Pepperdine students and alumni, SCEBA members and APC members. A networking lunch is included and parking is compliments of Pepperdine University. Attendees also receive an audio CD on persuasive business presentations and white papers on “102 Rainmaking Ideas” and “How To Become A Published Book Author in 90 Days.”

Register at or call 800-514-4467.

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Attention media: For interviews or more information contact Henry DeVries at 800-514-4467 or email

About Henry DeVries

Best-selling author and “marketing with a book” expert Henry DeVries is an authority on typing and talking: how to maximize revenues by writing books and making speeches. He speaks to thousands of business leaders, professionals, and consultants each year, teaching them successful tactics that shine a spotlight on their company, cause, or career. Along with his best-selling books — Self-Marketing Secrets, Client Seduction, Pain Killer Marketing, and How to Close a Deal Like Warren Buffett — the buzz-building tools of Henry DeVries have been used to dramatically increase revenues and leverage marketing budgets for two decades. He speaks to thousands of professionals and consultants each year, teaching them scientifically proven tactics that bring them new clients.

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