Publishing articles is one of the most effective ways to increase your credibility and to position yourself as an expert in your field. In fact, several presentations at the recent ICCA National Conference in New York mentioned article writing as a key step in achieving success as a consultant.
So how do you get published? It’s easier than you might think. But before you get excited about writing on any topic, stop and consider some important factors that will help you get the most out your effort. What services do you provide as a consultant? Who is your target audience for each of these services? Which publications do they read? Are the readers of those publications in a position to hire or influence hiring you? If not, which publications do the “decision makers” read? What kinds of articles appear in those publications? Can you contribute a meaningful story, involving something in your area of expertise, to those publications?
Answering these somewhat simple questions forces you to find a topic that interests your target market while demonstrating your expertise. This formula will help establish you as an authority in your field.
Need a little help finding some publications? Here are a few places to look:
- Professional organizations. Associations such as your Chamber of Commerce probably publish newsletters. Usually, the editors of these newsletters are constantly looking for articles. Identify associations that comprise your target market.
- Your local library. Libraries stock numerous periodicals, many of which you probably have not heard of before. There are literally hundreds of tabloids and magazines that focus on computer issues. While the topic requirements are much more stringent than for newsletters, tabloids and magazines have a wider circulation.
- Your clients’ offices. The next time you are in a client’s office, look at the type of publications they keep in their waiting area. Quite often, those are the ones they read. Look at the publications on the desk of the person who hired you.
Now that you have narrowed down some publications, find out if they accept articles from freelancers. You can usually tell if they accept outside articles from the byline at the end of the article (see mine below for an example). When publications do not accept outside articles, only the writer’s or reporter’s name is given. If you are not sure, call and ask. The editors’ names and phone numbers are provided inside the publication.
Read the publications you selected to see what kinds of articles they publish. Are the stories tutorial in nature such as “how to” or introductory articles? Are they news items such as trends or the latest computer virus scare (remember Michelangelo)? Think about how your area of expertise fits into the general theme of these articles. Then, come up with a list of ideas and topics that you are qualified to write about.
Next, contact the editors of the publications. For newsletters, a phone call to the editor is acceptable. Ask if they are interested in an article on one of the topics on your list. Since newsletters are often published by volunteers, they probably cannot pay you. For magazines or tabloids, a “query letter” is the acceptable form of contact. This letter is essentially a one-page proposal describing your idea, your qualifications, and the reasons they should carry the article. Your library has books on writing query letters. Keep in mind that editors are not necessarily industry experts. This means you may have to do some explaining to convince them that your idea is worth publishing.
Once you get an assignment, get to work! Editors have deadlines. If they told you that they want your story by the 15th, get it in by the 15th! If you are late, you probably will not get any more assignments by that publication. As you write, remember that the article is not an ad for your services. Write an informing article that is consistent with the publication’s theme. Have a trusted colleague or professional writer review your work for clarity, content, and organization. The less work you create for the editor, the happier he or she will be (read: they will call you again for more articles).
After your article is published, make copies to use with your marketing literature. Don’t be surprised if you get a phone call or two from prospective clients.
