Editor’s Note: This is the first in a series of posts by speakers at the 2013 NAPA/ASPPA Summit, March 3-5, 2013 in Las Vegas. Barbara Lewis, a former journalist who has written for The Wall Street Journal as well as many other national publications, shares tips on how — and why – to get a bylined article published.
Authoring articles that appear in industry or trade publications is an excellent public relations technique to promote your firm to potential clients and referral sources. Here are some tips to help you get started.
• Repurposing: Any speeches that you make should be converted into articles for publication. Recording a speech and transcribing it into an article requires relatively little work, so this is a cost-effective public relations strategy.
• Talk instead of typing: One of the fastest ways to write an article is to use a transcription program like Dragon Naturally Speaking, which I have used for years. This software allows you to speak into a microphone and the words are typed automatically. You can purchase the software (the cost is about $100), load it onto your computer, read a couple of paragraphs so the software learns your voice and accent, and you’re ready to use the program. Most people can talk 150 words per minute, but not many can type that fast.
• Post-publication: After it’s published, your article can be reprinted and given to potential clients and referral sources. Articles can be included in the material that you hand out with your brochure and posted on your website.
Steps to Succcess
The procedure for placing an article in a publication is simple:
• Select the publication that matches the target group with whom you want to communicate. This could be your referral sources or potential clients.
• Brainstorm article ideas that can generate work for you. For example, you don’t want to write an article on 401(k)s if you don’t handle them.
• Contact the editor and suggest one idea for an article.
• Write the article tailored for the publication. Generally, articles run about 800 to 1,200 words, depending upon the publication. Oftentimes, publications have writer’s guidelines, which you should follow.
And remember: Articles generate clients, so writing periodically is a valuable marketing activity.
Barbara Lewis’ firm is the Centurion Consulting Group in Los Angeles. She is the author of Get a Black Belt in Marketing: The Marketing Success Book for Retirement Professionals.
