| Write your own article.Okay, that might sound a | | | | topics.Still stuck? Go to your company newsletter. |
| bit too easy. Yet with the possible exception of | | | | Many times, you can expand on the content for |
| public speaking, nothing establishes your business | | | | your employee or customer newsletters to |
| credibility like penning an article with your name | | | | create an article for a broader audience.Picking the |
| and company in the byline. Yet even with all the | | | | publication you want to submit your article to is |
| content-starved publications out there, very few | | | | something you should probably think about before |
| businesses take advantage of this golden | | | | you write the piece. That way you can tailor the |
| opportunity.The answer why is quite simple: most | | | | piece to the publication's audience.Where you |
| businesses, large or small, don't consider it as an | | | | submit your article is much like applying to |
| option. Interesting because most companies won't | | | | colleges. You have your dream schools and your |
| think twice about putting out a press release. | | | | safety schools. So, while you can write an article |
| Even if a publication does a feature based on your | | | | you'd love to have in the Wall Street Journal, |
| release, you're at the mercy of editors and | | | | realize it will be mighty difficult to get in there. |
| reporters and there's no guarantee the article will | | | | Thankfully, the Internet offers plenty of "safety |
| depict your firm in the light you want.Sure, a | | | | schools."--including Your local chamber of |
| publication could run your release. Since most | | | | commerce is another option. Most have |
| press releases run 400 words or less, the | | | | newsletters and welcome "free content." Free is in |
| likelihood of that being enough to establish you or | | | | quotes because even though you're not getting |
| your company as experts is slim.With an article, | | | | paid for your article, you most likely will get a |
| depending on where you submit, you can have | | | | byline with your name, company and maybe even |
| anywhere from 500 to 1,000 words or more. | | | | your Web site or e-mail address. Essentially, |
| Though it can vary with different publications, | | | | you're getting paid a much larger fee for your |
| your article can generally say what you | | | | article: free advertising.Remember , the objective |
| want.Which probably leads back to square one if | | | | of your article is to establish your expertise. You |
| you don't consider yourself a capable enough | | | | will sell a lot more widgets writing an article about |
| writer. Here's a news flash: you don't have to be! | | | | the different kind of widgets and what works |
| Hiring a writer to generate an article for your | | | | best for different applications than how your |
| byline is a perfectly acceptable practice. In fact, | | | | particular widgets are better than anybody else's. |
| it's probably a safe bet that a good percentage of | | | | If your article demonstrates your expertise, |
| articles in trade publications written by non-staff | | | | readers will become your customers because |
| members are ghostwritten articles for whomever | | | | they want to buy widgets from somebody who |
| is named in the byline.If you're short on topics, | | | | knows their stuff. And by publishing articles on a |
| not a problem. Start with what it is you do. Is | | | | consistent basis, that can always be you.Joe |
| there some area where you have a particular | | | | D'Eramo is a freelance copywriter based in |
| expertise? Is there a current issue or trend in | | | | Plymouth, Massachusetts. As owner of Hiroad |
| which current, former, or potential customers or | | | | Communications, he writes brochures, |
| clients might have something at stake? Or some | | | | newsletters, Web content, press releases, and, of |
| product or service currently available that could | | | | course, articles for small businesses and corporate |
| save them time or money or both? Anything | | | | clients. |
| hitting those areas makes for great article | | | | |