In a Few Words |
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| The Write Stuff: Making By-lined Articles Work for You By Nena Groskind |
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| All businesses need to market their services. This hardly qualifies as jaw-dropping advice. You don't need a marketing degree or even a particularly high IQ to recognize the importance of getting your name "out there," both to attract new business and to remind existing clients and customers (who need these periodic reminders) of the products, services and skills you offer.The challenge is finding ways to generate this exposure effectively and affordably.
Buying advertising space is one way to promote your business, but it is also expensive. Papering premier publications with your press releases is free, but unpredictable. You can't be certain that any particular release will be printed by the publications you target or read by the audiences you want to reach.
One highly effective, though under-utilized strategy for waving your corporate flag is to produce by-lined articles written by experts in your company, discussing topics of interest to the entities or individuals whose business you have or would like to acquire.
Like press releases, guest articles are "free" in the sense that you do not usually have to pay the publications that publish them. But unlike press releases, which typically tell readers who you are, what you've done or what you are planning to do, by-lined articles demonstrate what you know. A press release might say, "We know our business." A by-lined article encourages readers to reach that conclusion on their own. |
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In The News |
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Finance |
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Class action and individual suits against lenders are multiplying as more borrowers challenge "flawed" foreclosures. More courts, meanwhile, are requiring lenders to demonstrate that they have dotted all the i's and crossed all the t's in their foreclosure actions. |
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The economy |
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The Fed's plan to pump more money into the economy has plenty of critics, but it has some supporters, too.
The co-chairmen of the President's deficit-reduction commission have floated their ideas for taming the deficit. "Popular" is not an adjective anyone is using to describe their outline. |
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Housing |
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The National Association of Realtors reports that first-time buyers accounted for a record-setting proportion of home purchasers in the past year.
A study has confirmed and quantified what industry executives and homeowners know: Foreclosures reduce home values. |
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Sample Editorial Content |
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Consumers |
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Financial Services Professionals |
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Law Firms |
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Professional Trade Associations |
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Featured Article |
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| Client Testimonials |
| "Nena knows her business (communications) and, equally important, she understands ours. The content she and her team provide is always top quality; her advice is always on target. " |
| - Claudette Carini |
Executive Director
Community Associations
Institute of New England |
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Tool Tip |
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| When trying to attract media coverage, look beyond the obvious. Target the general (how this affects or interests others), rather than the specific - what is says about, or why it is important to you. |
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