In some cases, it could even be events held by your larger clients for their own employees (i.e., national and regional meetings for sales, HR, finance, IT staff, etc.)

For ideas and association contact info, try http://www.marketingsource.com/associations/ and http://www.galegroup.com (accessible for free at the public library).

2. Know you “customer.” Check out the websites of the o

This month, we’ll look at how to get in front of the right audiences to put your attention-getting articles and talks to work in promoting you and your firm.

Before we go there, make sure you’ve:

• Given your talk or article a compelling title that answers your target audience’s “WIIFM” (What’s In It For Me?). It doesn’t matter how brilliant your content is, if people don’t read past your title or sign up for your talk. Your title is ALL that matters, at first glance.

• Got a title that’s clear and easy to understand, targets the audience specifically, includes core benefits directed at the reader/listener’s self-interest, and leads the reader/listener into the copy/talk.

For specific tips on how to make your titles compelling, read last month’s issue of this e-newsletter at http://www.turningpointemarketing.com:8080/icms/icms.php/cs/9/linktarget.html.

So if sharing your expertise through articles and talks is the fastest way to promote your professional service firm, how do you get in front of audiences that are full of good prospects?

STEP 1: Find the right audiences

In the beginning, this is about promotion and getting the word out through knowledge sharing…not getting paid to speak or write articles. So if you’re doing this for free, get a return on your investment by being in front of your target audience.

Finding the right target audience for your talk or article takes some old fashioned footwork. Here’s what you do:

1. Think about who you want sitting in your audience or reading your article – your ideal target client – and find out where they go for professional education, what associations they belong to, what they read, where they network, etc. Where are you most likely to bump into them?

In some cases, it could even be events held by your larger clients for their own employees (i.e., national and regional meetings for sales, HR, finance, IT staff, etc.)

For ideas and association contact info, try http://www.marketingsource.com/associations/ and http://www.galegroup.com (accessible for free at the public library).

2. Know you “customer.” Check out the websites of the or

• Given your talk or article a compelling title that answers your target audience’s “WIIFM” (What’s In It For Me?). It doesn’t matter how brilliant your content is, if people don’t read past your title or sign up for your talk. Your title is ALL that matters, at first glance.

• Got a title that’s clear and easy to understand, targets the audience specifically, includes core benefits directed at the reader/listener’s self-interest, and leads the reader/listener into the copy/talk.

For specific tips on how to make your titles compelling, read last month’s issue of this e-newsletter at http://www.turningpointemarketing.com:8080/icms/icms.php/cs/9/linktarget.html.

So if sharing your expertise through articles and talks is the fastest way to promote your professional service firm, how do you get in front of audiences that are full of good prospects?

STEP 1: Find the right audiences

In the beginning, this is about promotion and getting the word out through knowledge sharing…not getting paid to speak or write articles. So if you’re doing this for free, get a return on your investment by being in front of your target audience.

Finding the right target audience for your talk or article takes some old fashioned footwork. Here’s what you do:

1. Think about who you want sitting in your audience or reading your article – your ideal target client – and find out where they go for professional education, what associations they belong to, what they read, where they network, etc. Where are you most likely to bump into them?

In some cases, it could even be events held by your larger clients for their own employees (i.e., national and regional meetings for sales, HR, finance, IT staff, etc.)

For ideas and association contact info, try http://www.marketingsource.com/associations/ and http://www.galegroup.com (accessible for free at the public library).

2. Know you “customer.” Check out the websites of the o

For specific tips on how to make your titles compelling, read last month’s issue of this e-newsletter at http://www.turningpointemarketing.com:8080/icms/icms.php/cs/9/linktarget.html.

So if sharing your expertise through articles and talks is the fastest way to promote your professional service firm, how do you get in front of audiences that are full of good prospects?

STEP 1: Find the right audiences

In the beginning, this is about promotion and getting the word out through knowledge sharing…not getting paid to speak or write articles. So if you’re doing this for free, get a return on your investment by being in front of your target audience.

Finding the right target audience for your talk or article takes some old fashioned footwork. Here’s what you do:

1. Think about who you want sitting in your audience or reading your article – your ideal target client – and find out where they go for professional education, what associations they belong to, what they read, where they network, etc. Where are you most likely to bump into them?

In some cases, it could even be events held by your larger clients for their own employees (i.e., national and regional meetings for sales, HR, finance, IT staff, etc.)

For ideas and association contact info, try http://www.marketingsource.com/associations/ and http://www.galegroup.com (accessible for free at the public library).

2. Know you “customer.” Check out the websites of the o

Finding the right target audience for your talk or article takes some old fashioned footwork. Here’s what you do:

1. Think about who you want sitting in your audience or reading your article – your ideal target client – and find out where they go for professional education, what associations they belong to, what they read, where they network, etc. Where are you most likely to bump into them?

In some cases, it could even be events held by your larger clients for their own employees (i.e., national and regional meetings for sales, HR, finance, IT staff, etc.)

For ideas and association contact info, try http://www.marketingsource.com/associations/ and http://www.galegroup.com (accessible for free at the public library).

2. Know you “customer.” Check out the websites of the o

In some cases, it could even be events held by your larger clients for their own employees (i.e., national and regional meetings for sales, HR, finance, IT staff, etc.)

For ideas and association contact info, try http://www.marketingsource.com/associations/ and http://www.galegroup.com (accessible for free at the public library).

2. Know you “customer.” Check out the websites of the organizations and publications you’re targeting. Find out what the hot issues are. Also research any procedures for speakers and writers – you’ll often find guidelines right on their website. Sometimes you have to complete an online application, other times is less formal.

3. Contact the right person – the one making the decision about speakers or articles. Even if decisions are made by committee (i.e., the Education Committee), they still have a main contact and a process you need to follow. Get the person’s name and talk with them directly.

4. Make it congenial and low-key – this is not a sales call. You’re simply asking if they think their members or readers would benefit from learning more about __________ (and then use one of the catchy, compelling titles that you developed using the guidelines in last month’s e-newsletter!).

5. In most cases, you’ll get a polite “maybe,” “can you send me some information?” or “you need to jump through these hoops…” Great – you’ve got the green light to take the next step!

If you get a “no,” move on. Learn what you can, adjust your approach if you’re making no progress, and keep going.

STEP 2: Send the right materials

Getting a green light means you need to send something.

Talks

For talks, it usually means sending your “press kit” or “media kit.” This isn’t as fancy as it sounds. Often a well-written, cover letter, 1-page description of your talks, and your bio (again, client-centered and must pass the WIIFM test) will due. In most cases, though, you need more.

To really knock their socks off, you should include some of your articles, a list of places you’ve given talks, a couple of client case studies, any brochures or printed web pages that are high-value and about the target audience, and a 1-page collection of testimonials from people who’ve attended your past presentations. If you sell products or have “packaged” your expertise into tapes or CDs, definitely throw one i