As a start-up or small business, you could be
facing a catch 22
situation: you positive need
to market your services to get business,
but you need business to afford the cost of advertising. And
with marketing costs of several thousand pounds for a full-
page advertisement
in a trade journal, this could be
an expensive affair.
Fortunately there is a way around this dilemma. Many
publications will be happy to accept articles, provided that
they are of interest to their readers. Such an article will get
your title
in front of potential clients - and the more useful
the knowledge in the article is, the greater the chance that
your potential client will keep it for future reference. In
short, your business will be out there, in front of your client,
24/7 - which is a lot more than might
be said about a traditional
ad.
In addition to grasping
your title
in front of your clients, such
articles have several other uses. They are dazzling for
establishing credibility - simply generate a few copies of the
articles and hand them out at meetings. They could be
used to
improve your sales presentations, or to enhance your business
profile. If you have several articles, they may be collated into
a small booklet to give to prospective clients as a valuable
gift. (If you want to use photocopies, contruct
sure you get
permission to do so from the relevant publication. If you just
want to use the writing
, you should be fine to do so, unless you
signed away your
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