Last week I began the conversation about ways to get others to sing your accolades for you, instead of having to do it yourself. Our lengthy discussion with awards and nominations was labeled “Way #1”. It’s up to you, after all, to find creative ways to inform and educate your clients & prospects about how great you are….without it sounding like self-promotion.
This week I want to give you three more areas to focus on, Letters to the Editor, Speaking and Article Marketing. Each of these areas offers creative opportunities for accomplishing far more with your promotion efforts than you can muster alone.
Way #2. Letters to the Editor
In each of your local publications will be a section where the paper wants to hear intelligent and thought-provoking content from its readership. The Philadelphia Inquirer, for example, has an email listed on their online edition that clearly solicits engagement in sending material to the publication. Take advantage of these areas where you can find them. Editors enjoy hearing from their readership for a variety of reasons.
What’s your Angle?
- Take a stance on something the paper ran in its last issue. Make sure you research the topic, know your facts and write an intelligent and relevant response.
- Point out an error or challenge an opinion…but do it respectfully from an engaging and knowledgeable place. Ranting doesn’t get printed – nor does it help your reputation.
- Pitch a story idea (called a query in publishing terms) that will complement and benefit the content in their publication. Be sure to research submission guidelines, as some prefer contact via email and others by snail mail.
- Talk to the readership. Come from a place of support for the paper.
In magazines you can look for this information somewhere within the first few pages. You’ll find a listing of editors, staff, contributing writers and often, some instruction for those wishing to submit material to the paper.
What can they do for you?
Write back = Recognition
Run your piece/list your name = Visibility
Consider you a resource if they like your stuff = Credibility
Ultimately you need to be respectful, interesting and informative. You’re doing this to build your relationship with the paper as a professional resource and a supportive member of community. In time, they may come straight to you when they need knowledge or contribution from an expert in your field. There’s your shot.
Way #3: Event Promotion/Public Speaking
It’s a well known marketing tactic that public speaking is an excellent way to increase visibility and become more well-known within your field. Many community entities need and welcome your expertise for the betterment of both their organizations and their constituents. The long list of these entities includes your local library, Rotary Club, Networking Clubs, Chambers of Commerce, Association Memberships and many more. But how does that fit into our topic of discussion here?
What’s the Point?
Newspapers often promote Community Events via their online editions like the Courier Post Online or the Burlington County Times. The guideline here is to make sure your events are of interest to the public rather than an ad for a Clearance Blow-Out or a Sale, Sale, Sale! Business, networking and educational events have the most chance of being accepted for posting. Check the instructions upon finding the link, as on the BizJournals site.
Way #4: Article Marketing
Wikipeadia says: “Article marketing is a type of advertising in which businesses write short articles related to their respective industry. These articles are made available for distribution and publication in the marketplace. Each article contains a bio box and byline (collectively known as the resource box) that include references and contact information for the author’s business. Well-written content articles released for free distribution have the potential of increasing the authoring business’ credibility within its market as well as attracting new clients. These articles are often syndicated by other websites, and published on multiple websites.”
Where Do You Post Your Stuff?
- Use your Association memberships to insert your content in their member newsletters, websites and online blog editions.
- Blogs of friends or alliances – Seek guest posting opportunities. Check out BloggerLinkUp.com
- Article Marketing sites like EzinesArticles.com
- Information Curation Sites in your own city like Examiner.com
Follow Through –Getting others to promote you is a stealth form of communication . Combining the efforts of accolades, article marketing and public speaking achieves the kind of visibility that comes from wearing red blinking glasses in a darkened room. Your prospects can’t help but see you.
Help get the word out via your website/blog, your collateral materials and your social media profiles. And don’t forget the almighty press release! Don’t know where to start? Let me give you a hand.