I love doing workshops but sometimes I find it difficult to get people to attend. How about you? Years ago, businesses like Hewlett-Packard packed the room out. But as products became a commodity items, the room became skimpier. And today, research can be done in front of a computer instead of hours attending a local dog and pony show.

So, I decided to try something different; I joined a venture capital organization and began donating time mentoring folks around brand communication issues. And, instead of no’s I receive accolades of approval.

Interesting, I am giving out the same information. The difference—perceived value that connects at a deeper emotional level.

Mentoring I connect on the kind of emotional level that directly addresses their pain. As a result they receive value that shows them what I can do. I am also building my business and reputation.

Does that mean I quit doing workshops? Absolutely not, workshops serve a great purpose. But add to workshops other ways such as mentoring to get in front of key prospects. Effort is well worth time invested.