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For
Competitive Edge,
By Ken Lizotte CMC
Tired
of looking exactly like all your competitors when it comes to advertising
and marketing your products? Looking for a visibility vehicle offering
an edge that's new and different? Here's an approach rarely even considered
by most businesses, yet extraordinarily effective: writing and publishing
articles.
Not
long ago practically any kind of marketing approach seemed to work well
for attracting new business. Even a modest website, your standard glossy
brochure, or a mediocre ad campaign could do the job. But the economy
shifting unpredictably, many companies have turned to promoting themselves
and their executives as "thought leaders" so as to break away from the
competitive pack.
Why
this tactic? For one thing, it's far less expensive than traditional advertising
campaigns, no small side-benefit in lean, worrisome times. For another,
writing articles and publishing them in industry or business journals
affords dual benefits promotion-wise by disseminating practical information
in the same context as the advertisement of one's wares. In effect, writing
an article on an issue in your field of expertise permits the teaching
of clients and prospects and promotion of products/services all at the
same time.
Of
course, any articles published can neither be direct ads or blatant testimonials
to your company's products or services. However they can showcase your
insight into problems your customers face every day, thereby distinguishing
your firm as a higher-level expert capable of thinking up and applying
customized solutions. Unlike, your competitors, this implies, your product/service
is no cookie-cutter methodology or off-the-shelf "solution."
For
example, a client of mine who provides engineering services for companies
in the medical industry, had found itself pigeonholed as a "fix-it" shop,
expected to drop in on clients only when called for a pre-arranged repair
job. So the company decided to convert itself into a true consulting operation,
and to make clients and prospects aware of this new image, began writing
and publishing articles. Initial ones explored various high-tech problems
relating to medical products and potential applications. By getting these
articles published in publications read by those decision-makers who tended
to hire them-- CEOs, CFOs, IT Managers-- before long it had re-positioned
itself as the "go-to" firm for more thoughtful long-range strategic projects
as well as major technical systems overhauls.
Should
you make a similar a decision to go in this unique marketing direction,
what issues ought you consider before getting started? One psychological
one is realizing that writing articles needn't be something to fear. Many
executives get hung up on this one and thus never get the process a chance.
Yet many editors will work with business experts new to writing and publishing,
understanding as they do that writing is not the expert's first profession.
Also, a good ghostwriter can be hired to help the new writer out on a
regular basis, so that one way or another a competent article can be both
written and accepted, getting the publishing campaign off to a successful
start.
Another
important question to consider is WHEN to write your article. Some prefer
writing their article before even pitching it to a publication in order
to fully conceptualize it and clarify their thinking. The other school
of thought is to approach the publication first and find out if a proposed
article idea will even be of interest to a targeted publication. Either
way can work, though the second way is favored by professional writers
so that no time is wasted researching and writing a piece that may never
find a final resting pace.
Having
answered these two critical initial questions, the next and ultimate step
considers how to actually approach a busy editor. One method NOT to use
seems to be the old-fashioned way: snail-mailing your pitch in a formal
letter. In these times of communication overload, editors rarely respond
any longer to traditional letters. Instead cold-call editors (courteously)
with your idea or email it to them if they have made their email address
public. Even with email, however, call a week or two later if you haven't
heard. There's just no substitute for direct if succinct human interface
especially in these days of jammed-pack communications channels. This
is true when it contacting prospects and customers, and it's just as true
when dealing with publications and their editors.
If
you are respectful of their time and willing to listen to their needs,
the truth is most editors will appreciate your call as they are always
on the lookout for good ideas. Thus they are usually eager to hear from
someone like you on the "front lines." So by endeavoring to supply their
article needs, you will soon become proficient at this remarkable if under-used
marketing channel and integrate it into the flow of your other marketing
efforts. Before long, as publishing credits pile up, you'll begin encountering
prospects that recognize your name and have studied your ideas.
Such
prospects will be pre-sold, viewing you and your firm as recognized industry
leaders, commenting, "I really enjoy reading your articles. Can you tell
me more about your products and services?" When this happens, you'll have
attained a new plateau.