By Ilise Benun

She was blonde, 40-ish - and from the look of her Prada bag and Ebel watch, a successful business executive.

I was sitting next to her on a flight from Palm Beach to Newark. It was October 10th, I was returning from ETR's Bootcamp ... and I couldn't stop myself from peeking at what she was writing on her laptop.

She was composing e-mail messages, and I could tell that she had just attended a meeting and was diligently doing her follow-up. The problem was that every single message she wrote was the same - and, in my opinion, really boring.

"Dear Blank: It was a pleasure to meet you at the meeting this weekend. I hope we can meet again soon."

That was it. No reference to who she is or what they talked about or what ideas she has had since they met or what they could do together in the future.

Anyone who knows me (or has heard my networking presentations) knows that I am a follow-up freak. But I'd say that not following up at all is better than the generic follow-up this woman was about to send out.

Like so many people, it was clear to me that she had no idea what to say. Here, then, are a few ideas to help you build on the momentum of meeting someone in person, face to face, to reinforce the impact of your personal presence.

1. Set the foundation for follow up while you're talking.

Follow-up starts when the conversation starts. As you're talking, be looking for something to say in your follow-up. As soon as it hits you, make a note of it on the back of the person's business card. Here are a few possibilities:

• Find something in common.  A topic of interest - whether personal or professional - is perfect for reaching out later (and more than once). After the initial follow-up, when you come across something related to that topic (whether it's an idea or an event or an article or an opportunity), you can simply pass it along - and, simultaneously, keep your visibility high.

• Learn something new.  It may be uncomfortable, but lead the conversation in the direction of topics you know nothing about (but the other person does) ... and ask lots of questions. For example, a man I met recently mentioned that he used to race cars. That's a topic I wouldn't normally be interested in, but I asked a few questions and learned a few things about car racing (and about him). When I come across an article or reference to that topic and pass it on to him, that will strengthen the bond between us.

• Offer an idea, a contact, or some other resource.  As you're learning about the other person and his interests, search your mind for something or someone with whom you can connect him. Mention the connection, and then promise to send contact information to him. When you follow up with, "Here's the information I promised" ... it shows you're reliable too.

2. Follow up right away.  If too much time passes before you follow up, the conversation may slip into the recesses of the person's mind or blur with that of someone else he met recently and it won't have as strong an impact. Follow up the next day if possible - or, at the very least, before the week is out.

3. Use copywriting techniques in your follow-up. Copywriting techniques aren't only for copywriting projects. Strive to incorporate the persuasion techniques from the AWAI copywriting program in ALL of your communications. That includes your follow-up, because follow-up is about promoting your services to anyone and everyone you come into contact with.

The most effective follow-up highlights the benefits of working with you. For example, here's a follow-up message I sent to a writer I met at the Bootcamp:

Hi Tom, great to meet you at the Bootcamp.

I am confident I can help you create a plan to get your new business off the ground. My Marketing Mentor program would be an effective way to do that, because it provides the three things you need most at this point in your business:

• a plan - Together, we will create a marketing plan that is tailored to your needs and your most lucrative target market.

• accountability - I will keep you on track with weekly phone calls so your marketing doesn't get put on the back burner, eliminating the Feast or Famine Syndrome forever.

• objective feedback - My 18 years of experience helping people just like you promote their services means you won't waste time and money making beginners' mistakes.

I'll call you next week to continue the conversation. In the meantime, you'll receive my e-mail newsletter, Quick Tips from Marketing Mentor.

Follow this simple formula: State what you can do with confidence, list 3 or more things the person will get and the benefits of each, then close with a way to keep in touch - and your networking efforts will be the foundation for a healthy business that brings you more work and more clients than you ever imagined.

[Ed. Note: Ilise Benun is the author of several books, including the forthcoming Stop Pushing Me Around: A Workplace Guide for the Timid, Shy, and Less Assertive. Sign up for her e-mail tips from Marketing Mentor here: [www.marketing-mentortips.com .]

ABOUT THE AUTHOR:
Ilise Benun, author of "Self Promotion Online" and "Designing Websites For Every Audience," is the founder of Marketing Mentor, a 6-month one-on-one coaching program through which the self-employed learn how to promote their talents and services. Sign up for her free e-mail tips at www.marketing-mentor.com.  She may be contacted ilise@marketing-mentor.com.