Marketing Tool - Writing Articles for the Trade Press

Writing articles for the trade press can be an effective tool for marketing your product or yourself.  Publishing enhances your professional reputation and advertises your expertise in a particular subject.    

The first step is to identify your target audience, which depends on your objective.  Do you want to show your expertise to existing and potential clients in markets you already serve, or enter a different market?  Decide what group of people you want to influence.  Should you target engineers, plant managers, or CEOs?

Once you’ve identified your audience, consider what journals they read and research requirements for publication in these.  Some publications accept articles from outside authors; others use only articles written by staff.  Read the publication to identify who writes the articles, what types of articles they print, the article length, and if they use figures or photos.  An editorial calendar may list featured subjects for upcoming issues.  Websites may list information for authors such as suggested article length and submission format, or you can call to request guidelines. 

Choose a topic for your article that will convey your message to your target audience and fit the publication’s requirements.  Trade journals may reject ideas that are too “promotional” or biased toward your company.  Your topic should provide some value to the readers other than learning about your product.  For example, you could provide a tutorial on a topic that is new or not generally well understood, or you could discuss a common technical problem and possible solutions.

After choosing your topic and where to send it, write a query letter to the editor proposing that he publish your article.  The first paragraph should get the editor’s attention and state your article idea.  The next one or two paragraphs should explain the idea and why it is of interest to the readers.  Next, give a brief description of your qualifications for writing the article.  Be sure to include your contact information.  Many editors accept proposals by e-mail.  If sending by mail, include a self-addressed, stamped envelope (SASE) for the editor’s response.  Many prefer query letters with just an idea summary, while some prefer to see a completed article.  Editors generally prefer that you send your query exclusively, to one journal at a time.  If your idea is not accepted, you can then query another publication. 

If your article idea is accepted, remember to strive for the “ABC”s – accuracy, brevity and clarity – in your writing.  When your well-written article is published in your target journal, your current and potential customers will be able to read it and be impressed by your knowledge and insight!   If the process seems too time-consuming, you can hire a “ghost-writer” to write the article or handle the entire process. 

by Jennifer Markarian ©2005