Dear Direct Response Letter Subscriber:
Recently DD, a top copywriter, e-mailed me for some advice about using articles as a marketing tool.
"An editor has contacted me about doing an article," wrote DD. "Seems like a good opportunity to generate some publicity for my product - and some nice credentials for myself.
"Do you have any advice or precautions, like how to maximize this opportunity -- things I might not know to consider when writing a magazine article to promote myself and my business?"
Here's what I told DD....
To begin with, just because an editor wants you to write an article doesn't mean you should.
If you're writing articles for free as a promotional vehicle, only write for two types of publications.
The first is publications whose readers are the target market for your product or service.
The second is publications so prestigious that your prospects will be impressed by the credential of you having been published in their pages.
Now, even though you're writing the article to promote yourself - don't promote yourself in the article.
The only way your article is going to build your reputation ... and get people interested in doing business with you ... is with solid content. Not self-promotional blather.
Focus on the reader and the topic - and not on you.
For instance, if you're a consultant, you can give little vignettes in your article about how businesspeople applied smart management principles to solve problems.
But don't take the credit for yourself. Instead, say "Ned, a manager at XYZ company," and describe what he did.
Don't say "When Ned called me in, here is what I did" - even if you were responsible.
Give credit to others, and play down your own role in the stories your articles contain.
This way, you come off as modest - and not as a blatant self-promoter, which quickly turns people off.
Give your readers useful hints and tips about your topic ... short, practical, pithy advice on how to do their jobs or run their lives better.
When they read your sage advice, they will nod their heads in recognition of your wisdom ... and begin to think of you as their "guru" on this topic.
The only promotion or "advertising" should appear in the "about the author" box that usually runs at the bottom of the first column of the article when it's published in the magazine.
Your "about the author" copy should say who you are, what you do, and how to contact you. That means including an e-mail address or Web site, or both.
As for length, ask the editor. He or she will usually tell you how many words are desired. Stick to that count.
Once the article is published, the contact information in your "about the author" box will generate some response for you.
But don't leave it at that. Make your article do double or triple duty as a promotional tool.
You can:
* Make reprints of your article.
* Include copies of your article in the inquiry fulfillment kits you send to potential customers.
* Hand out article reprints at trade shows.
* Do a mailing of your article reprint to your clients and prospects.
* E-mail your readers a link to the article.
* Post the article on your Web site. Having lots of content on your site makes visitors stay longer - and also raises your rankings with search engines.
If the response is good ... and your article seems to have reached the right people (your target market) ... immediately send an e-mail to your editor.
Suggest a follow-up article ... with information you didn't have room to include in the first article.
If you like to write ... and have the time or can hire a ghostwriter ... why not suggest a monthly column in the magazine instead of just an article? The worst the editor can do is say no.
If she says yes, you'll get your name in front of your potential customers 12 times a year instead of once.
And, you'll accelerate your recognition as a top expert in your field.
Those are great results ... from one of the easiest self-promotions you can do: writing articles.
Sincerely, |