You know what hard work is. You’ve put in the long hours, worked late into the night, done more working than eating during the lunch hour—all to ensure the success of your business.
You may be thinking about what else you can do to get the news of your products or services more broadly known within your target market. Or, you might be brainstorming future steps to expand your business and make it even more successful.
In either case, one immensely valuable marketing strategy can be summed up in two words: get published!
Now, you may be tempted to dismiss this out of hand…after all, you have a profession, and very likely it isn’t “writer.” But there are many ways to be published and each, separately or in combination, can be incalculably valuable in terms of its contribution to your marketing efforts.
We’re talking about:
- Articles written about you, or by you, which are published in newspapers and/or magazines. They provide great credibility to your position as an expert in your field.
- Op Ed (opinion-editorial) pieces you’ve written that get published. It’s a great way to take a stance on an issue important to your business and get published, and it positions you as a thought leader.
- A book with you as the author—my favorite!
Getting published opens the door to the media and provides a powerful platform that is magnified a millionfold when you subsequently get invited to appear as a radio or TV guest, or are quoted in the press.
Furthermore, when the press publishes an article about you, it is really a public relations coup! A paid advertisement is always seen for what it is—an attempt to persuade more people to buy your product or service. Don’t get me wrong…there is definitely a place for advertising. But the power of PR is that when the press writes about you, they are giving a tacit endorsement of you and your business. It lends credibility which is absolutely priceless!
And, let’s face it—being published sets you apart from other CEOs and distinguishes you as a leader in your industry. Not only does it boost your status above that of your peers in the eyes of the public, it also makes them aware of what your company is about, who its leader is and helps them to form a positive opinion about your company and its product.
If you decide to be the author of a book or article but don’t have the time or expertise to write, there are droves of professional writers who freelance as ghostwriters (and are easily found on the Internet). For many a busy executive this is the best and only way to go. There is no shame in employing a ghostwriter—their job is to translate your own thoughts into an enjoyable and clearly-understood form. It’s no different than hiring any other professional who helps you run your business more smoothly.
The bottom line is that getting yourself in print can have a very positive impact on the success of your business. You can invest as much or as little of your own personal time to bring it about—it’s entirely up to you. But you will reap great benefits whichever path you take.
Marsha Friedman launched EMS Incorporated in 1990. Her firm represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports and entertainment. She consults individuals and businesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity.