The Publishing Goldmine

Placing articles in appropriate consumer, business and trade publications is one of the most powerful and effective marketing techniques available. Article writing exposes you to thousands of qualified prospects and has several others built in benefits:

• You can get from one to three magazine pages devoted entirely to your business without paying for the space.

• Your message has far more credibility as editorial material than as a paid advertisement.

• Publishing articles puts you in the big leagues, gaining prestige and authority for the author and the company.

• Article reprints make excellent, low cost sales literature.

ONLY THE NEWS...

The key to placing articles is to package your ideas as news rather than sales pieces. It is important to avoid "puffery": publications are bound by an ethic of impartiality and are not there to sing your company’s praises. Construct articles in a benefit-oriented fashion. Tell prospects how to think about or apply your business solution to their lives. It is important to give readers information they can use whether or not they buy from you.

DO YOUR HOMEWORK

Initial research is crucial before pitching ideas to editors. Every publication has specific requirements for length, style, and tone. To increase your chances of placement, and to package your ideas accordingly, it is important to know your target publications.

To locate magazines and learn their editorial needs pick up a copy of Writer’s Market (800-289-0963) or Bacon’s Publicity Checker (312-922-2400). These directories contain thousands of listings of trade, business and consumer publications. Study them and build a database of desirable publications.

Next, contact the publications. This is usually not the time to pitch ideas. Instead, request a sample issue and editorial guidelines, which most publications have on hand. Writer’s guidelines provide information on a magazine’s style, format and appropriate topics.

THE QUERY LETTER

The majority of all editors will expect a query letter before considering your story. A query letter is a mini proposal of your article idea and a summary why you are uniquely qualified to write it. A query letter saves time--the editor does not have to read a lengthy manuscript that might not be right for his/ her magazine; you do not have to spend hours researching and writing an article that may never see publication.

A good query letter should contain a strong, powerful "lead" (opening) that grabs the editor’s attention, followed by the body of the work that supports and elaborates on the lead, and ends with pertinent information on the author and why he/she is qualified to write the article.

FOLLOWING UP AFTER YOU QUERY

Usually, one of three things happens after you send a query. You get the go-ahead, the proposal gets rejected, or you her nothing. The last scenario is common, but don’t be discouraged. Wait an acceptable amount of time (usually about a month), and then follow up with another query. If you still have not heard back from the editor, place a phone call.

PLACING YOUR FIRST ARTICLE

Congratulations! You’ve done your homework, packaged an idea into an acceptable query letter, and won over an editor. Now it’s time to deliver. First ask the editor some basic questions. You need to know about length (the editor will probably tell you what to shoot for) slant (what angle to pursue) and the deadline.

You will also want to ask if you can write your own byline. Your byline is an important part of your article and is why you are writing for free in the first place. If done properly, your byline will encourage reader response. They can contact you, buy your books, request your brochures, and attend your speaking engagements. Include as much information as you can such as email and web site addresses, descriptions of any books, booklets or reports you offer, and a persuasive description of you and your business.

Steven Van Yoder is a business writer specializing in article writing and placement in trade magazines, business journals, and other print media. Mr. Van Yoder has been published in a wide array of publications and understands the process of packaging ideas for maximum article placement. Reach him at 415/931-7323 or svy@aol.com for information on his article writing services and a free telephone consultation.