Write an Article!
A powerful
and FREE marketing tool for your product or
service
By Dr. Robert Sullivan Some time ago I placed an advertisement
in a periodical with national circulation. It
cost a few hundred dollars for a "1-column
inch" display. I'm sure you have seen these
type of advertisements many times. We sent our
artwork, paid the bill, and got ready to fill the
hundreds of orders we expected. We were
advertising a business book. We received three
orders!! A few months later I had an article
published in the same periodical which resulted
in hundreds of sales. Why?
When you consider it, the
answer is obvious. How do you react when reading
an advertisement versus an article? You are
suspicious of the advertisement but reading about
the same product or service in the body of an
article gives it instant credibility. Clearly the
author is an "expert." Furthermore, it
appears that the publication itself is actually
endorsing the product. Publications want your
articles and will generally include a short
byline (your advertisement!) at the end of the
article.
I get the impression that many
people are as fearful of writing as they are of
speaking in front of a group. Don't be - the
process is easy and painless. Getting
"published" is easy. Remember that
virtually every magazine editor is always looking
for content - especially quality content that is
free. This is win-win. The magazine gets an
article that may attract readership and you get
free advertising. Let's write an article - by the
numbers:
- Identify magazines and
other periodicals that relate to your
product or service and would be
interested in related subject matter. Do
this by visiting your local library and
asking at the reference desk for a copy
of "Standard Periodical
Directory" by Oxbridge
Communications. This fantastic reference
lists every periodical currently being
published. There is a handy index that
lists periodicals by subject type. Copy
the pertinent information including name
of editor, address, telephone and fax
numbers. Visit a local large book store
with a good selection of periodicals (I
like Barnes and Noble) and quickly review
any of the periodicals you previously
identified.
- While reviewing the
articles, note the writing
"style." Is it humorous?
Academic? For periodicals you cannot
find, call the magazine and ask for a
sample issue and a copy of their writing
guidelines. Call (or e-mail) the
remaining magazines on your list and ask
for their writing guidelines.
- Reviewing the content of
the various publications will give you
many ideas for topics and possible
articles.
- It's time to write! Get
over any "fear" you have of
writing. The process is easy and
rewarding. Begin writing your article for
the most likely candidate from your list
of periodicals and attempt to follow
their style of writing. Keep these
writing guidelines in mind:
- Pick a subject and
organize your thoughts on paper.
- Start with a quick
outline to help you stay focused
and organized.
- Write using short
sentences and paragraphs .
- Don't use big
words - you are not trying to
impress anyone - you are
teaching.
- The first
paragraph should quickly identify
the purpose and content of the
article.
- The last paragraph
should be a call for action or a
conclusion.
- Write each
paragraph deductively. That is,
make your point immediately and
follow up with supporting
information.
- Don't be verbose.
Read any legal or insurance
document for an example of how
NOT to write.
- Carefully check
grammar and spelling (do NOT rely
on your word processor spell
checker - remember those checkers
still cannot correct
"there" to
"their" if required).
- Have an associate
review your work and ask for
critical comments. Wait a couple
of days and review your work
yourself. Correct as necessary.
- Think carefully about your
"byline" -the information that
you want included at the end of your
article. This byline should be a sneaky
"sales message" and give some
indication of your expertise. As an
example, here is a byline I frequently
use:
Robert
Sullivan is the author of "The Small
Business Start-Up Guide" and
"United States Government - New
Customer! Either may be ordered toll-free
by calling (800) 375 8439. Also, check
the Small Business Advisor at http://www.isquare.com
Even a short byline can
contain a lot of information. Mine
includes my name, the fact that I am an
author (an "expert"), lists a
couple of my books, provides an 800 order
number for these books and references my
website.
- Give your article an
effective title (use a subtitle if it
makes sense). Print your article using
1.5 or double spacing with large (at
least 1-inch) margins (or refer to the
magazines guidelines, if any). Include
your byline at the end of the article. If
submitting by e-mail, use single spacing.
- Submit your article to
EVERY periodical you have found (even
though you have written your article in
the "style" of one of the
selected periodicals). Your package
should include the following:
- A copy of the
article
- A cover letter
briefly describing the article
(include the number of words) and
the fact that you are not
requesting payment but only
require that your byline be
included. You should also request
a copy of the issue that will
include your article. (Think
positive!)
- A small photo of
yourself (a head shot). Color or
black and white is okay but it
should be glossy. Many
publications like to include a
picture of the author.
- Follow-up each submittal.
E-mail is always best, if available.
- Don't get discouraged.
Keep writing and submitting.
Incidentally, you can maximize
results by having an 800 order line and
the ability to accept payment via credit
cards. In our case, 92% of our orders are
via credit card.
The more you publish,
the easier it gets. Writing can be fun
and, as we have noted, it is absolutely
the best form of "advertising."
Give it a try. If you write an article
that relates to small business, send it
to us for possible use in our monthly
newsletter or our Internet website. We
have only one guideline - submittal via
e-mail only.
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Robert Sullivan is the author of The
Small Business Start-Up Guide, and United States
Government - New Customer!. He frequently
lectures on starting small businesses and appears
on CNBC's "Minding Your Business" as a
small business expert. His books may be ordered
toll-free by calling 1 800 375 8439.
Robert also
developed and maintains an extensive
award-winning Internet website, "The Small
Business Advisor," at http://www.isquare.com
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