Using the Trade
Press to Generate Results
The power of the written
word remains immense, even in our world of instant electronic communication.
The dozens, or hundreds, of trade journals, newspapers and newsletters
that your prospects and customers read can be a great way to reach them
with your messages. These publications already have the audience you want
to reach. The two ways to use those publications to reach your audience
are advertising or as part of the publication's editorial content.
Advertising can work,
but it expensive and its effectiveness is dependent on the appearance
and creative design aspects of the ad. There can also be a sense of conflict
between the ad and the reader. An ad tries to sell at the same time a
reader puts up defenses against being "pitched" another product.
If your message is part of the editorial content, the reader is less likely
to put up the usual defense against being sold. If your story solves a
problem faced by others, you become a solution.
Getting your message
heard and published
There are six essential parts of an effective effort to get your article
published in a trade publication:
- Choose the topic.
The topic must be interesting to the reader and it should lend itself
to highlighting your strengths or products without being a pitch.
- Select the publication.
Willie Sutton, of bank robbing fame, said he robbed banks because that
was where the money was. Selecting a target publication should follow
the same concept. Select a publication your customers and prospects
read and respect.
- Work with the
editor. Even before drafting the article, understand the publication's
needs and get a commitment to publish the article.
- Drafting the article.
Content is king. Not only must the article be relevant to the publication's
readers, it should adhere to the publication style of articles while
presenting your message.
- Follow up, follow
up, and follow up. Working with the editor on revisions, suggestions
and enhancements within the publication's deadlines is critical.
- Use the article.
Once your article is printed, make sure to use it with customers and
prospects. You may even want to do a special mailing to make sure the
word gets out.
exist to provide relevant information for their readers. When your messages
become part of their content, they are fulfilling their mission, readers
are getting information they need and you are reaching the customers and
prospects you want. Everyone wins.