If your business provides a professional service, your marketing plan will no doubt revolve around showcasing your firm’s expertise. One of the best ways to do this is by writing an article that is published in an influential business or trade publication. When your article is published, you can make reprints to use for marketing purposes. Recognition as an expert by the media enhances your credibility.
Not everyone is successful in getting these articles published, however. Doing so requires more than just knowledge of the subject matter; it requires a basic understanding of what the editors of these publications are looking for.
1. Check out the publication and the type of articles it publishes. Who reads the publication? Are the articles technical or general in nature? How many articles by outside contributors are published in each issue? Are the articles mostly opinion, or are they factual reporting of research findings? How long are the articles?
2. Write about something specific. This is not the time to share every bit of expertise you have accumulated over the years. Stick to one topic, and save additional topics for other articles.
3. Organize your article for an easy read. The traditional advice for speech writing applies here as well: Tell them what you plan to say; say it; tell them what you’ve said.
4. Use conversational language. Even people in your field won’t want to read an article full of technical jargon. Keep it readable.
5. Don’t promote your company in the article. Doing so will guarantee rejection of your article. Remember that you are writing to contribute valuable information or to share a point-of-view on current events. You and your company will be mentioned at the end of the article.