| We all know the value of writing articles for | | | | Another approach you may want to consider is a |
| promoting your website or online store. However, | | | | "How To" column. I once supplied a weekly |
| writing articles to promote your old-fashioned, | | | | column for an art gallery/picture-framing studio. |
| traditional brick and mortar business has been | | | | We wrote a series of how to buy and frame |
| around forever. | | | | your own artwork. |
| Contact your local newspapers, and chances are, | | | | Check you local newspaper and you will no doubt |
| depending on what business you are in, they may | | | | see examples. If you are writing the column for |
| be interested in giving you your own column. Most | | | | the newspaper and not paying for it, make sure |
| small or medium-sized media markets will have at | | | | you retain editorial control and copyright to the |
| least one daily serving the communities and | | | | work. If you are paying for insertion, ask your ad |
| probably at least one weekly newspaper. Offer to | | | | representative or ad agency for samples. As you |
| supply a weekly or even a monthly column for | | | | travel around, pick up the local newspapers in the |
| free. They are always looking for editorial content | | | | area you are visiting and see what others are |
| and "free" is always attractive. Be careful about a | | | | doing. |
| daily commitment, this can get overly demanding | | | | If you don't have the time or the feel you are |
| in a hurry. | | | | not capable of writhing your own column, check |
| It may be a little more difficult to approach the | | | | with an ad agency. You should be able to find one |
| Los Angeles Times or the New York Times, but | | | | that provides this service. If you belong to a |
| in major media markets there are any number of | | | | professional association, check with them and see |
| regional weeklies that can be approached. | | | | if they supply "ghost" stories. I have worked with |
| Other considerations may be regional or even | | | | accountants, stockbrokers, lawyers and others |
| national trade publications, Chamber of Commerce | | | | using ghost stories. |
| newsletter or other professional associations and | | | | I will suggest that if you are not writing the story |
| organizations you may belong to. | | | | yourself, you may want avoid the by line that |
| If you can't get the column for free, don't be | | | | says "by" and use "furnished by" or "supplied by" |
| afraid to pay for it. But make sure the layout is | | | | or something of that nature. The last thing you |
| designed to look as much as possible like a regular | | | | want to do is get caught taking credit for writing |
| story or editorial content. The paper will probably | | | | something someone else wrote. If you pay a |
| require that you put some sort of disclaimer on | | | | copywriter for original copy, this is not as likely to |
| your column like the word "advertising", but this is | | | | happen. But if you use ghost stories from an |
| not a big deal. | | | | association, you are more then likely not going to |
| Have a professional photo taken and include it in | | | | have exclusivity. Someone in another publication |
| you articles whenever possible. Don't use your | | | | may be running the same story. |
| high school photo or one that is touched up to | | | | When you start this project, think long term. It |
| make you look totally different than you actually | | | | takes a commitment. It will take some time to |
| do. You are trying to build recognition and | | | | build readership. You are establishing yourself as |
| credibility. After your column has run for some | | | | an expert in your field to people that don't know |
| time, you will be surprised how many people will | | | | you. This will not happen overnight. |
| easily recognize you. People like to do business | | | | I mentioned retaining editorial control and |
| with people they know. | | | | copyright. After you have created a number of |
| Okay, so now you have own column; make good | | | | columns and/or stories, you may want to |
| use of it. Give it value. Do not make it a blatant | | | | consider putting them all together in a book. Keep |
| advertisement and/or sales pitch. In fact, except | | | | this in mind in the early stages. If you are working |
| in extremely rare occasions you probably don't | | | | with a ghostwriter or ad agency, make sure they |
| want to sell anything directly in your column at all. | | | | understand your intentions so proper preparations |
| You want to write real content, stories that are | | | | can be made and taken into consideration from |
| either of real value or entertaining. I had a friend | | | | the very beginning. If your traditional non-web |
| once that owned a restaurant. He paid to have his | | | | based business does have a web site, and it |
| own column in our local newspaper. He never | | | | should have, make sure you prepare your writings |
| once wrote a story about his own restaurant. | | | | for distribution on the net as well. |
| Instead he wrote about his world travels, famous | | | | Once you start writing you can use the materials |
| chefs, and the wonderful restaurants he had | | | | in any number of different ways. |
| enjoyed. | | | | So...go write something! |