Can You Write an Article Like This One?

Kethyr's CAMEL Report
Mountain View, California
Thursday, January 15, 2009

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A writer needs three things, experience, observation, and imagination, any two of which, at times any one of which, can supply the lack of the others.
— William Faulkner

Several of my clients have recently asked me for some advice about writing articles as a self-marketing tool.

"An editor has contacted me about doing an article," said one. "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 should consider when writing an article to promote myself and my business?"

Here's what I told them …

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, write for only two types of publications: (1) publications whose readers are the target market for your product or service, and (2) publications so prestigious that your prospects will be impressed by the credential of your having 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 yourself.

For instance, if you're a therapist, you can include little vignettes in your article about how a few of your clients have applied principles you utilize in your work to achieve desired results. But don't take the credit. Say "The client, a mother of three" … and describe what she did. Don't say "When the client came in for her usual session, here is what I did" — even if you consider your technique directly responsible for her success.

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 self-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.

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:

• Include copies of your article in inquiry fulfillment kits you mail to potential clients.
   
• Hand out article reprints at presentations or networking events.
   
• Do a mailing of your article reprint to your clients and prospects.
   
• Post your articles on your website. 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 quarterly, bi-monthly, or 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 4, 6, or 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.

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Today's Action Plan

Give it a shot. Using the guidelines above, see if you can write an article that you can use to promote you and/or your business. Make a list of target publications for your article, and send it off … to only one editor at a time. It will be easier than you might think to get it published. Editors are always looking for material — especially when it's on a subject that will interest/benefit their readers.

Yours in success,

Sean Eric Armstrong
Kethyr's CAMEL Report

P.S. Please send your questions and comments to editor@kethyr.com. For more information on how you can write articles to successfully promote your business, please don't hesitate to e-mail info@kethyrsolutions.com.

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