Reprints:
An article in a targeted publication can do wonders for your business immediately after its publication. But what happens after the magazine has expired and the next month's issue is on the stands? Are your 30 days of fame soon forgotten with the advancement of the editorial calendar?
In fact, it is AFTER your articles are published that you begin to experience the many lasting and innovative benefits of self-publishing.
Better Than Any Brochure
Article reprints (provided by the publication or scanned and offset by a graphic designer) are some of the slickest marketing tools around. Unlike brochures, reprints do not cost thousands of dollars to produce; and beyond tremendous cost savings, reprints of published articles carry far more weight than any self-created marketing piece.
Reprints create instant credibility because they have the implied endorsement of the publications in which they appear. Unlike traditional marketing materials, they read like news: prospects who read them will lower their guard, making them more receptive to your sales efforts. When included with bidding proposals, reprints give your company a competitive edge against the competition by positioning you as an expert and authority.
Using reprints in new ways is limited only by your creativity. Below are several ways you can use reprints of self-published articles to promote your company:
- Mail reprints with personalized letters to prospects, customers, and clients. Instead of taking the time to create mailings and newsletters, why not get double the bang for your effort?
- Distribute reprints internally to boost employee pride and enthusiasm. When your company is in the news, your team will feel like they are part of something important.
- Include reprints in your press kit to promote speaking engagements. If you speak publicly, your reputation is one of the most important things to convey. Reprinted articles show decision makers that you are visible, articulate, and important.
- Frame or laminate articles to display in your lobby or reception area. Everybody likes to do business with a winner. Show your customers and clients that you are a major player in your industry.
- Send reprints to trade associations for publication in industry newsletters. An article accompanied by a quick cover letter has a good chance of appearing in an association newsletter and giving you even more exposure.
- Use well-timed article placements to create visibility prior to trade shows. Let people know who you are in advance of trade shows to get big turnouts and big results at your booth.
- Turn feature length article manuscripts into special reports, booklets, or other information premiums. You can use free information to increase response to advertising, direct mail and press releases. Include mention of your article or other information in all your public outreach efforts. The important word here is "free."
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