Write Trade Articles For Additional Valuable Exposure

Asked to provide examples of marketing and public relations efforts, most people mention brochures, folders, advertising, and news releases. Often overlooked are articles submitted to trade and association magazines.

That's unfortunate. Trade articles offer great opportunities to promote your firm in a subtle way and get you noticed among your industry peers.

Follow these guidelines to help ensure that your article is published.

Review copies of the magazines

Gain an understanding of the writing style and lengths of articles found in the magazine. Also, try to determine whether your topic has been covered recently. Some magazines include an archive on their websites. If not, contact the magazine for back issues. You may incur a small charge for this, but it'll be worth it. Contact the editor if still in doubt.

Choose a relevant topic

Appeal to the readers' needs and interests. Write about how a new process or procedure enabled you to enhance revenue, cut costs, or boost productivity. Business owners and department heads are always looking for ways to improve the bottom line.

Case studies are valuable, too. Write about the challenging problem you solved, the fascinating project you worked on, or some unique situation you encountered.

Perhaps you have expertise in a particular sector. A theater rigging firm, for example, has done a considerable amount of work in churches around the country. One of those projects formed the basis for a case study.

Review the editorial calendar

Often available online, an editorial calendar provides the themes for upcoming issues. Search the list for an issue that is appropriate for your topic. Mention that when you submit your article. It shows that you have done some homework and have the editor's interest in mind.

Include photos if available

The old saying, "A picture is worth a thousand words," is still true. The right photos enhance your article tremendously. Remember to identify the equipment or processes depicted. Magazines generally prefer high-resolution images. Contact the editor if you have questions about your pictures.

Stay on good terms with the editor

Editors are businesspeople, too. Be considerate of their schedules and needs as you establish a working relationship. If an article is rejected, accept that gracefully. Ask why, and use the advice to improve your chances of getting published next time.

Gain additional exposure by writing and speaking locally

Trade articles help build recognition at the regional and national levels. Take advantage of opportunities to gain exposure at the local level as well.

Consider submitting columns to local business papers and the business section of your local daily. These guest editorials cover a wide variety of topics and are read by key decision makers, among others.

In addition, offer to speak at chamber meetings and before Kiwanis, Rotary, and other civic organizations. These provide the added benefit of interacting with your audience before and after your speech. Use that time to expand upon your topic and offer suggestions to specific questions raised.

As is the case with articles, your speech should cover material that is relevant to your audience. Avoid sounding like an advertisement for your firm. You are there to offer helpful advice, not sell your product or service.

Copyright 2008, Thomas R. Fuszard