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A reader writes: “I have been asked to speak at a lunch meeting of my local Chamber of Commerce. I think it will be a good way to promote my business. Here’s my question: How much of my speech should be informational vs. self-promotional?”

My answer may surprise her: Whenever you give a talk at an association meeting or other business group, your presentation should be 100% useful information, with not one word of self-promotion.

“But then how do I get business if I don’t talk about my products or services?” you may be thinking.

Before the talk, type out, on an index card, a brief bio—just a few sentences—about you, your business, and what you do. Hand the card to the person running the meeting and ask her to read it when she introduces you.

This way, you get a free “plug” from the organization. They are telling their members about your products and services, not you.

When people come to hear a speaker, they expect to get ideas and tips that can help them improve their lives, whether at home or at work.

The more useful content you provide, the more the audience will like you and enjoy your talk.

Remember, people only do business with people they like. So you want the audience to like you—a lot.

Avoid talking about you—your credentials, how great your company is, your achievements, your clients, your product.

The audience resents speakers who give a commercial instead of a lecture. Nothing turns the listener off faster than a speaker who brags, boasts, or sells from the platform. Don’t do it!

The better your rapport with the audience, the more they will like your talk, and the easier it will be for you to engage their interest.

An easy way to build rapport is to arrive at least 30 minutes early. As people come into the room, walk up to them, shake hands, and introduce yourself.

Ask them their name and a few questions to break the ice. My favorite question to ask is: “What are you hoping to get out of today’s presentation?”

Then I make sure I cover their specific interests during my talk. I may also drop one of their names during my talk. For instance, “I was talking to Ron earlier, and he said…”

Your audience will be impressed that you have spoken with members and made an effort to get to know them.

Don’t think of your presentation as a “speech”; think of it as a conversation.

Have that conversation with one person at a time. I do this by picking one audience member and looking him in the eye as I talk for a few seconds.

Then I switch to another audience member. When you do this, you find yourself speaking naturally, rather than talking in a forced, artificial ‘lecture’ mode.

I never stay at the podium. I ask for a portable microphone so I can move about the room, and wander into the middle of the audience. This creates a stronger bond than standing up on a platform apart from the crowd.

Of course, you want to get leads for new business when you speak; you are not giving a lecture just for the fun of it (although it can be a lot of fun; I love doing it).

Here’s a technique I use to get up to 95% of the people in the audience to give me their business card:

During the talk, I mention some useful resource that I have produced. It could be an article, a report, a tape, or even hard copy of my PowerPoint presentation.

Let’s say I have prepared a resource guide with website addresses, phone numbers, periodicals, books, and other resources related to the topic of my talk. It needn’t be elaborate; just 2 or 3 pages will do.

I would say, “I have a Resource Guide listing resources you will find useful; if you would like a free copy, just write ‘RG’ on the back of your business card and hand it to me.”

You’ll find that 50% to 95% of the people in your audience will give you their business card to get the freebie you are offering.

They don’t even realize you are doing this to get sales leads. Or if they do realize it, they don’t care. I have used this tactic dozens of times, and have never gotten negative feedback about it.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.