Leverage has been coming up a whole lot with my clients recently. I’m finding that companies aren’t leveraging their successes.

I was talking with a consulting colleague today who is putting on a webinar. He has more than 260 people confirmed to attend.

How can he leverage this rather significant turnout?

Here are some approaches:

* Tell his lists about the high participation.

* Tell the press — “More than 300 professionals to attend (my colleague’s) webinar.” After the session, alert the press to its success and the three top points.

* Record it. Share it with everyone who signed up.

* Sell it on your Web site, if you wish. It doesn’t matter if nobody buys. This is your wildly successful webinar. Give it away to people throughout the year as a credibility tool.

* Clip 90 second pieces, by topic, and post them on your blog. Stretch them out, over time. Promote them in your newsletter. Share them with buyers.

* Leverage the recording and clips for growing your speaking business. Contact people who hire speakers with the clips.

* Can you create a monthly webinar based on the topics here? Break out each major topic, add depth, and create monthly sessions? If so, here’s you now have a high-value monthly content vehicle to offer to all those in attendance, and your entire list.

* If you can create a webinar series, you can create an article on each of the topics too. Pitch them to editors at publications or Web sites that are read by your buyers.

* And if you can do that, you can write a book with those topics!

So there you go, one successful webinar turned into countless marketing pieces, an item to sell, a tool for booking speaking, a monthly webinar series, ten or more articles, and, yes, even a book.

Leverage.

Every success can be leveraged like this.

Consider news coverage. A new customer. A good testimonial. A published article. A promotion.

Leverage your success and enjoy an exponential payoff to your original success.