Do
you have a lead generation question? If you don’t
mind seeing the question and answer (but not your name)
published on the Web site, we are happy to answer your
questions. Please e-mail your question to henry@newclientmarketing.com.
Q: Why do you think
brochures are a colossal waste of money for professional
service firms?
A: Who you gonna believe? When you have a business decision
to make, which would you believe more: a slick brochure,
or a case study written by an expert in a national trade
publication? How about a book co-authored by the person
you're talking to about her services? Meaningful publications
provide far more credible sales messages. In fact, a
recent research study showed that industry trade journals
are perceived as more credible sources of information
than even the traditional business press of The
Wall Street Journal, Forbes, Business
Week and the like.
Q: How do I get
a trade journal editor to write about my firm?
A: Get down to cases--but don't focus only on your own
customer. Most trade editors are always looking for
interesting case histories. Most want solid numbers
to back up the story, but are willing to accept percentages
(e.g., sales increased 44 percent over the previous
year, expenses were cut by 56 percent, two out of three
customers are now experiencing gains). The catch here
is balance, though; just as most people want to see
numbers, they also want to know how a case study of
somebody in an entirely different vertical or horizontal
market applies to them. Extract your main points
and call them best practices; put them in a callout
box or make them easy to find in some other way.
Q: Will my customers
agree to being publicized?
A: Usually, if you sell your customers on the idea.
Perhaps the most difficult part of obtaining published
publicity may be selling your best customers on the
idea of agreeing to be interviewed and quoted. The time
commitment on their part is probably three to five hours
during a period of four weeks. They will want to be
assured they won’t be giving away any trade secrets.
Probably about 1 in 4 will agree to share the information,
data and procedures that you need--and you should make
it your goal to get through the "No's" as
quickly as possible. Your customers' reticince isn't
unusual, but it's also not universal. Go get 'em.
Q: What is the best
approach to obtain a trade journal article?
A: Pitch first,
ask interview questions later. Before investing time
and money in writing a case study, pitch the idea to
the trade editor first. This can be done over the phone
or with a short, compelling letter. Once you have his
or her go-ahead, you can interview your customer.
Q: Why do these articles sometimes fail to see publication?
A: Spare
the superlatives. Editors will accept only articles
that provide information and omit the promotional language.
This is not an advertisement that you control. If you
violate this basic principle, the editor will reject
your story. The good news and the bad news is that editors
probably reject 90 percent of the ghostwritten articles
that are submitted; bad news if you make it too promotional,
good news (less competition for you) if you write it
like a staff writer. And by all means, avoid insider
jargon that flags you as a vendor, not a writer. Terms
like "win-win integrated solutions" may have
meaning in your world, but in your editor's world, they
wave huge red flags.
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