In the marketing world, leverage means using things like speaking engagements and using them as an opportunity to market. Take advantage of something you are already planning on doing, and make it a secondary goal to turn that something into a marketing event. Get a list of people who attend your presentation. Invite them into your business by sharing articles or other interesting information with them. Use your articles to create conversations with people so that you can, in turn, create clients. The goal of leverage is to make every marketing opportunity the most that you can get. A presentation never ends with a “goodbye”, and a blog post or article certainly does not end with a final sentence. These, along with other marketing strategies, will give you a chance to use leverage to get even more promotion. You’re already doing the first part of the marketing, so why not take it a step further and get more out of it?