September 1, 2006
Attorney Articles Win Clients– How to Guide
By Guest author: John Remsen, Jr.
Articles in a well-respected publication are an effective way to establish your reputation as an expert in a particular area of law. Their value doesn’t end with publication. It starts.
Articles give you a reason to communicate with clients and prospects by sharing reprints with them. They add credibility when posted on your firm’s web site. Articles increase the impact of speaking engagements as hand outs and increase the likelihood you will be asked to serve on the faculty of a legal conference. They make your future articles more attractive to publications when you have established a track record of prior publication. Do not overlook industry trade publications when submitting articles. An article in the publications that are read by your targeted business segments can bring you and your firm to the attention of VITO, that Very Important Top Office.
This post will give you practical ideas to tap this powerful marketing technique as a vehicle to:
- Enhance your reputation as an expert
- Increase your visibility among key target audiences
- Build relationships with publications
- Increase your faculty value to conference planners
- Build your inventory of marketing materials
Laying the Groundwork
The last thing you want is to divert a significant block of billable hours to writing an article no one wants. Before you start on that great idea, there are several important things that you need to do.
Consider Your Purpose
Ultimately, the objective of your article is to generate new business for you and your firm. However, take the time to think through your primary purpose for this particular article. Is it to build relationships with people at a particular organization, enhance your reputation as an expert in an area of law, or increase overall visibility with a key audience? Once you determine your primary purpose, you can then incorporate some of the ideas presented here into your strategy.
Decide Who You Want to Reach
Identify carefully who you want to reach with your article. Then, select your target publications based on what they read. The more widely read and respected the publication, the more difficult it becomes to have your article published in it. For example, it is much more difficult to get your article in The Wall Street Journal than in your local chamber of commerce newsletter. There is a trade-off to consider. As an author, you may have to start with smaller publications and work your way up to larger publications. Look for new online publications competing with the traditional newsprint formats. As newcomers, they are often more aggressively searching for contributing authors.
Build a Relationship with the Editors
Schedule a meeting (or telephone call) with the editor to find out more about the publication, its editorial calendar, and its guidelines for article submission. Learn the parameters (length, style, deadlines, etc.) for your submission. Find out the topics in which the editor has a particular interest. Ask for a media kit, if available. Discuss reprinting policies and copyright issues.
Editors have a continuing need for timely, well-written articles for their publications and are usually receptive when contacted. Volunteer as a source when the publication is looking for an expert quote on a particular legal issue.
Before you invest your writing time, get a tentative commitment from at least one worthwhile publication that they are likely to include your submission in an upcoming issue. Be clear on the topic, the length of the article, and submission requirements.
Color Within the Lines
You determined your audience, selected your target publication(s), and discussed potential topics with an editor or two. Stay within those lines when writing your article.
- Stick to the Parameters: Be certain to stick to the publication’s parameters. An article that is too long or submitted after the deadline probably isn’t going to make it into the publication. If you run into problems or have any questions, contact your editor as soon as possible.
- Write for Your Audience: Write to your audience’s level of understanding. Avoid using “legalese” or writing in a style not easily understood by your readers. Two good sources on writing articles and getting them published are The Writer’s Yearbook and Writer’s Digest magazine.
- Proofread Your Work: Have your final draft proofed for spelling and grammar. Don’t stop there.Have at least two other people (preferably members of your target audience or, better yet, a client) read it for clarity and relevance.
SUBMITTING YOUR ARTICLE
Now that your manuscript is complete, you are ready to send it off to the editor who has agreed to publish your article. First, you should call that individual to let him/her know the document is on its way. There may be some other details about submission to discuss. Also, give thought to the copyright issue. Publications usually want to own the copyright of the article, so any reprints or subsequent publication will require its approval. Include with your submission a photograph, a two-sentence biographical profile, and play it safe by including complete business card information: Name, title, firm, address, phone, fax, URL, and e-mail address. Today, most publications will accept your submission electronically. Be clear about required file formats and the required format for the photograph. Check with the publication to make sure your submission was received and the file formats were correct.
After your article appears in the publication, send a thank-you note to the editor for the opportunity to contribute an article. Remind the editor that you are interested in future writing opportunities and always available should the publication be looking for input or a quote regarding your area of expertise. Likewise, take the time to thank all those who helped with your article, including your proofreaders.
Start capitalizing on your investment. Distribute reprints to clients and prospects. Post your articles on your web site. Use them as hand-outs when speaking. Use your articles as promotional material on display in the reception area and as inserts in information packs and press kits about the firm. A well-written article can be an investment that just keeps paying off.
About the Author: John Remsen, Jr. is President of TheRemsenGroup, a marketing consulting firm that works exclusively with law firms to help them attract and retain the clients they want. He is Past President of the Southeastern Chapter of the Legal Marketing Association and is a frequent speaker and author on law firm marketing topics. He can be reach at 404.885.9100 or JRemsen@TheRemsenGroup.com.
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