Here's a simple method for tapping into an outstanding source
of FREE publicity for your business by Dr. Kevin Nunley
Everyone likes to buy from an expert. Shopping for a computer?
A sales person who knows computers inside and out makes us feel confident about
her recommendations.
Planning to buy stocks? You likely look for a broker who has
Wall Street down pat.
Here is an effective way to make yourself one of the leading
experts in your industry. Write your own how-to articles.
Prospects and clients will read your articles, appreciate the
good information you have to share, and look to you as an exert who can help
them.
You don't have to be the next great novelist. Simply write a
page of instructions that tells someone else how to do something. It can be
information you learned on the job or advice you picked up in books and
conversations.
Customers buy because they have a problem they need solved.
When you appear as a helpful expert with lots of answers, you're half-way to a
sale.
Newspapers, magazines, e-zines, and industry newsletters all
need a steady stream of good informative articles. It is easier to get your
articles into smaller publications that closely target your best customers.
Often these smaller e-zines and newsletters draw better response than some of
the big glossy national magazines.
START WITH THIS FORMULA
Articles are easy to write when you use this simple pattern. I
have given this formula to classes of college freshmen. Everyone in the class is
able to use it to write professional quality articles.
1. Start by pointing out a problem your reader has. I could
have started this article: "Spending lots of money on advertising and still
not getting the results you want?"
2. Then make your reader's problem seem worse. Point out the
ways this problem can impact their business, life, and happiness. "Your ads
bring in only temporary response. Without an effective and affordable way to get
the word out on your business, you may be closing your doors before the year is
over."
3. Next suggest one to five ways the reader can solve the
problem or make the situation better. "One simple way to get lots of new
prospects and customers is to write articles for trade publications in your
industry." I could go on to explain how to write an article (as I'm doing
now).
4. End your article with a paragraph or two that reviews your
most important points. Wrap up with a positive spin that paints a bright picture
for your reader.
"Many entrepreneurs and professionals use their articles
to launch successful national careers earning healthy six figure incomes. By
following these easy steps, you can become a widely-respected exert in your
field and give your business a big boost."
5. Finally, include your contact info in a final paragraph at
the end. Now that readers are impressed by your good ideas, they will want to
contact you to pay for more information, services, or products.
Many publications will allow you to include four to six lines
that provide your contact information and even a plug your latest product or
service. Check the end of this article for my "resource box."
Most e-zines like articles a page or two long (200 to 400
words). Magazines increasingly want articles that fill just one of their pages
(900 words).
Keep your sentences and paragraphs short. Avoid sentences that
require lots of commas. The idea is to write in a style that is clear and
easy-to-understand for a reader that is in a hurry. I think writing simply is
also easier. How-to articles don't have to be fancy.
"BUT I DON'T LIKE TO WRITE"
A friend often reminds me that I like to write, but most
people, including herself, hate to write. "Everything you type looks wrong
and an hour later you haven't gotten anywhere," she says.
Many of us don't have time to write or don't feel it is one of
our strengths. No problem. You can get a writer to do the work for you or hire
an editor to polish the words you have written.
A fellow writer who ghostwrites books for other people
confided many well-known business writers don't do their own writing. Bill Gates
has several good books, but all were written for him by professional writers. He
probably doesn't have time to sit down to write 200 pages.
Check with your local library for a list of writing clubs in
your area. A quick look around my town turned up groups of non-fiction writers,
technical writers, even a group of successful romance novelists. These are
fertile sources of expert writers and editors, many who work for low prices.
Also approach English teachers, journalists, do a search for
writers on the Internet, and ask people who write articles you like. Give the
writer the general idea for your article and some information to draw from. Then
let them use their creativity and taste to write the article.
SUBMIT YOUR ARTICLE TO EDITORS.
E-zines are in constant need of fresh articles. Submission
procedures are informal. Many welcome unsolicited articles. Simply e-mail the
editor an article with a short personal note. You may find it best to first
write the editor for permission to send your article.
Gary Christensen has compiled a big list of editors looking
for articles at: http://www.site-city.com/members/e-zine-master Kate Schultz's
EzineArticles.com will distribute your article to a big list of editors.
Most magazines have specific submission rules they want you to
follow. Some want you to pitch your article idea in advance via a query letter.
Others invite writers to submit articles on certain topics that will be included
in future issues. Check magazine web sites for submission guidelines.
Once an editor discovers you can supply them with good
articles month after month, you can parlay your articles into a regular column.
Now here comes the enthusiastic wrap-up:
In a complicated world where every problem seems to require an
expert, lots of new customers will respond to the useful information you
provide. Write your own articles to make yourself an expert in your field. Don't
miss your chance to tap into this powerful no-cost form of marketing.
Kevin Nunley provides marketing advice and copy writing for
businesses and organizations. Read all his money-saving marketing tips at http://DrNunley.com/.
Reach him at kevin@drnunley.com or (801)253-4536.
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