Placing articles in publications that reach your target market is one of the most powerful and effective marketing techniques available. Besides exposing your business to thousands of prospects you can get from one to three magazine pages devoted entirely to your business.
When your message is in print, it has credibility while gaining prestige for you and your company. As a bonus, article reprints make excellent, low cost sales literature.
Bylined, contributed articles are a mainstay in many publications. Often written for a small fee—or given freely in exchange for an author bio or byline designed to elicit business—these articles show off the expertise of the businessperson or consultant who authored it.
You don't have to be a professional writer or seasoned journalist to get your name in print. From fillers to features, most magazines you see on newsstands every day rely on freelance writers for at least some of their content.
The key to publishing expert articles is to package your ideas in a benefit-oriented fashion. Tell prospects how to think about or apply your business solution. It is important to give readers information they can use whether or not they buy from you.
Articles are usually a one-shot deal. Columns, on the other hand, are regular engagements that allow a writer to build relationships with readers. Columns appear on a weekly or monthly basis in newspapers, magazines, and Web sites. They can brand the authors not just as experts, but also as a friends, confidantes, and mentors.
You don't have to achieve “Dear Abby” status to be a successful column writer. As with any slightly famous marketing strategy, your column only needs to reach the right people in your target market to position you as a resource.
Anoop Chauhan PGDM III
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