Some time ago I received a call from a businessman in
another state. "I was looking through a back issue of
Fortune Magazine," he said, "and I saw your letter to the
editor mentioning that one of the things you do is work as a
writing consultant. You might be the kind of person I'm
looking for to help me market my business." So far I've
helped him to the tune of several hundred dollars of
consulting. An unsolicited qualified prospect called me at
the cost of one stamp on the letter to the magazine.
If you think that letters to the editor only provide a forum
for sounding off on some issue of public issue, you're
wrong. They can also provide opportunities to spread the
word about your services or products to an enormous audience
without an investment in advertising or direct mail. But
for this strategy to pay off, you have to remain alert to
opportunites during your regular reading, carefully
construct an effectively subtle letter and promptly send it
off.
First, stay on the lookout for articles that relate to what
you sell or problems you've solved in your business. Then
think of how you can agree, disagree or add to what was
reported in that article. Start off your letter to the
editor of the magazine or newspaper with a reference to the
name and date of the article you are responding to. Then
present your comment using this formula: "As a ___, I have
found/feel/think ____." For instance:
* "As the owner of a pawnshop in a racially mixed
neighborhood, I've found..."
* "As a dermatologist who has treated hundreds of cases of
severe acne, I disagree that parents should..."
* "As inventor of a patented automatic umbrella drying
device, I would like to defend umbrella users..."
Here in its entirety is the letter of mine that Fortune
printed in its September 20, 1993 issue:
"I couldn't believe the backward thinking revealed in the
title of the Editor's Desk in which you introduced your new
column on entrepreneurs: 'Life Without a Safety Net'
(August 9). I've lived by my wits, outside the job market,
for the past 12 years. I write books, present seminars,
produce and sell audiotapes and videos and consult with
clients on their writing. The odds that all of those
enterprises will fall apart at once are very small.
"Meanwhile, my husband, who speaks three languages and has
an MBA in international business and seven years of
experience, has been searching for two years,
unsuccessfully, for a company to employ him. Which one of
us has no safety net?
"Marcia Yudkin, Boston"
For more examples, take a look at the letters column in
Entrepreneur Magazine, which in almost every issue prints
letters that fit the format I'm recommending. Keep your
letter brief (mine was 118 words) and tightly worded for the
best chance of it being selected. I have heard of cases
where a letter to the editor received a thunderous response.
Like me, you may get a delayed response. If no one tracks
you down after reading your letter, it still may have had an
effect. Marketing experts say that the average person
responds to your name or message only after encountering it
seven times. Your letter to the editor thus becomes part of
becoming the pawnbroker, dermatologist, inventor or writing
consultant whose work is familiar.
Copyright 1998 Marcia Yudkin. All rights
reserved
|
Persuading on Paper : The Complete Guide to Writing Copy
That Pulls in Business
Any entrepreneur knows that marketing can make or break a business, and
a good outreach requires effective written materials. For those who are not
"natural writers," Persuading on Paper demonstrates how to write sizzling
sales letters, alluring ads, persuasive press release, and more. Filled with
practical advice, invaluable examples from other business owners, and a
resource list that readers can consult to learn more, Persuading on Paper a
must-have for anyone who wants to attract more clients or customers.
Marcia Yudkin
P.O. Box 1310
Boston, MA 02117
phone: (617)266-1613
e-mail: marcia@yudkin.com
You can order autographed
copies of her three books Marketing Online, Six Steps to
Free Publicity and Persuading on Paper (Plume/Penguin Books)
for $39.95 (combined, postpaid) by calling 617-266-1613,
faxing a Visa/Mastercard order to 617-647-9426 or sending a
check or money order to her at Creative Ways, P.O. Box 1310,
Boston, MA 02117.
Marcia Yudkin has several chapters from the following books posted for people to read for free.
- Marketing Online
- 6 Steps to Free Publicity
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