Get more results from writing

Where to publish. The marketing purpose of any article is to establish and extend your reputation as an expert. Therefore, you want to write about topics that decision makers care about, and publish in sources they respect. The most important thing is to get published someplace quickly, so you can start sending out copies of the article and get back on the phone.

Consider the web. Generally, it’s much better to appear in print than on the web. On the other hand, writing for the web is a whole lot faster and easier. Use Google to look for items written about your specialty on websites that accept outsider articles. If your firm’s website includes white papers and articles, that’s the easiest place to start.

Network through writing. Do you want to meet somebody who is hard to reach? Consider writing about their work, or writing something with them. This can backfire if you try to sell too soon. But if you are patient about building the relationship, it can be a great way to get someone’s attention by doing them a favor. Just make sure you show them your draft before it is published, and give them the right to edit it before you submit.

Your bio. A short bio appears at the end of almost every article. Study other people’s bios in the same publication to see what’s standard, and then include something that makes you sound like a credible expert and an interesting person. Include the name of your firm, and your email.

Your most important audience. The most important audience for every article you write consists of the people you already know. Use your articles and web publications as an excuse to keep in contact with clients and prospects. Send reprints of your articles with handwritten notes. Email links to your web publication, and say something about how it relates to each person. Even if few people read the article, more people will know that you are publishing, and they may think of you at just the right moment.

Take the first step today. If you’ve published something recently, send copies to at least five people you know, with a handwritten note to each. If it’s on the web, email a link. If you want to publish something new quickly, see the section above “consider the web.”

For more information, see Legal Business Development: A Step by Step Guide.