Publishing articles
How can you match your firm’s marketing efforts to its geographic reach? This matters because it costs money to reach potential clients, and you don’t want to waste impressions on people who won’t become clients.
It can be discouraging.
You’ve finally persuaded one of your firm’s experts to write an article for publication. You sent it off to the publication, and never even heard back from the editor. Even a couple of follow-up calls to the editor didn’t help.
So what went wrong?
In the previous blog post (#99) I set out the definitions of some terms used in publishing print and online publications. If you’re going to work in their world, it helps to be able to understand their language.
I originally planned to put all 40-something terms in one post, but it was too long, so I chopped it into two posts.
I originally planned to put all 40-something terms in one post, but it was too long, so I chopped it into two posts.
Every industry has its insider terminology or jargon. That includes the editors of online and print publications. You may find them hard to understand, as they may use mysterious terms like “byline,” “query,” and “cutline.”
In an age of Google, is it still worth for professional firms to get their ideas published in third party media, including (gasp) trade magazines? One of the central ideas of this blog is that it is worth the hassle.
Why? Well, third-party niche media are specifically designed to reach very senior people, with significant budgetary discretion.
Why? Well, third-party niche media are specifically designed to reach very senior people, with significant budgetary discretion.
What’s the best way to put your firm’s ideas in front of potential clients?
There’s no single answer to that question. You need to have access to a wide range of tools, and many touch points, before a prospective client is ready to even consider your firm’s services.
There’s no single answer to that question. You need to have access to a wide range of tools, and many touch points, before a prospective client is ready to even consider your firm’s services.
If you’re like most business professionals, you’d rather put your time into actually doing the work you love, rather than doing what it takes to get that work. So, wouldn’t you want to pick work-getting methods that are the best able to attract the clients you most want to serve?
