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    Sell Yourself Without Saying a Word: The Experts' Guide to Placing Articles in Print and Online
    Sell Yourself Without Saying a Word: The Experts' Guide to Placing Articles in Print and Online
    Sell Yourself Without Saying a Word: The Experts' Guide to Placing Articles in Print and Online
    Ebook76 pages43 minutes

    Sell Yourself Without Saying a Word: The Experts' Guide to Placing Articles in Print and Online

    By Russell Trahan

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    About this ebook

    Get Your Expertise in Front of Your Target Market

    When your expertise—in the form of an article—is in print or online, readers can save the magazines, tear out the page, bookmark the URL, download a copy, or e-mail a link to a friend. This gives them the ability to react to your message the next week, the next month, or even the next year. Studies have shown that business owners, executives, entrepreneurs, and C-suite level decision makers read their industry publications and association magazines cover-to-cover every month—more often than they read an entire edition of The Wall Street Journal or an entire issue of Entrepreneur. To sell yourself without saying a word you need the third-party credibility of your content in print and online; this book shows you the proven ways to make it happen.
    LanguageEnglish
    PublisherBookBaby
    Release dateJul 13, 2017
    ISBN9781947480032
    Sell Yourself Without Saying a Word: The Experts' Guide to Placing Articles in Print and Online

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      Book preview

      Sell Yourself Without Saying a Word - Russell Trahan

      articles."

      Why Write an Article?

      As an expert, one of the fastest ways to get your content, your unique position, your controversial stance in front of your target audience is through article placements. It doesn’t matter if you are a wine expert, a management consultant, or biblically-based financial planner, there is a magazine, newsletter, e-zine, or some form of communication, either in print or online, aimed at your target market.

      For the sake of this book, the examples used will be for professional speakers, consultants, or nonfiction authors simply because those are the niche markets served by my company, PR/PR Public Relations. Our media relations lie in the trade, industry, and business association publications situated to benefit experts looking for name recognition in front of business decision makers looking to hire for conventions, conferences, and corporate events.

      For the wine expert, there are local neighborhood magazines around your shop; for the biblically-based financial planner there are magazines and websites targeted towards single parents and seniors. There are magazines for women and parenting, there are magazines for men’s interests; there is a magazine for any subject you can think of— especially online.

      Just because you are not a management consultant or sales trainer, don’t think you won’t benefit from the principles in this book—you will! The principles are the same, just change the topic/title/website of the publications I reference into the ones relating to your expertise.

      The Power of Industry and Association Publications

      Studies have shown that business owners, executives, entrepreneurs, and C-suite-level decision makers read their industry publications and association magazines cover-to-cover every month—more often than they read an entire edition of the The Wall Street Journal or an entire issue of Entrepreneur.

      Plus, in a trade, industry, or business association publication you are more likely to get an entire article of your content placed, with a bio paragraph at the end. Newsstand magazines and daily newspapers use writers, reporters, freelancers, and columnists who will quote you as an expert, but rarely take unsolicited articles from outside sources.

      Many speakers and consultants think they’ll achieve instant fame and build their career if only they were quoted in a major magazine or daily newspaper, such as USA Today. While that would be great, and sounds fantastic when being introduced at the podium, what will most likely get you invited to that podium in the first place is an article placed directly in front of meeting planners in their association publication.

      After all, to reach your target market from a quote in USA Today, you have to hope that your target is staying in a hotel (because that’s where most people read USA Today), and you have to hope that they don’t just step over that day’s edition on their way out the door. If they finally decide to thumb through the paper you have to hope they read the section you’re quoted in, the article you’re quoted in, and you have to hope that they read down to the paragraph you’re quoted in. Those are too many variables.

      The same can be said for high-profile online outlets, such as HuffPost. You have to hope your target market checks the website on the day your article is posted. You have to hope they go to the category where your article is posted. You have to hope you’re still at the top of the page, or that they scroll down far enough to find your article. Once again, too many variables.

      Experts of all kinds often seek the celebrity status of TV or radio. While this works to feed the ego, it does not help build your business. There’s a phrase in the broadcast industry called, ten and done!

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