Become an Expert …Write an Article

By Susan Regier

One of the easiest ways to become well known in your field, and the least expensive, is to have your own byline. A published article will promote your expertise, after all, if you’ve written about it – you must know what you’re talking about.

Getting started…

Now you may be thinking two things: I can’t write…and what would I say if I could write. Basically, if you can talk you can write. And if you know anything at all about your business, then you have lots to talk about.

When you talk to your potential customers, what kind of questions do they ask you? What are your answers? How has your product or service benefited others? What else can you do with it? What’s unique to your field that no other type of industry can offer?

Start by writing down all your thoughts, questions, and answers. You’ll be amazed as the ideas begin to flow and it won’t take long before you find several topics to write about.

I said talk earlier, instead of write, because that’s what you need to do. Imagine that you’re explaining a particular aspect of your business to a good friend. Make that friend understand what you’re doing in logical steps – by talking (writing) directly to that person. Use clear, concise words that can’t be misinterpreted.

For example, if you operate a technical business doing vibration analysis on buildings you must write in a language that is understood by your readers – the building owners or managers. Explain in plain terms why their buildings may shake – it can be a simple equipment misalignment – and how they can actually save money on their annual power costs by correcting the imbalances.

Your article should give information that is valuable to the reader – don’t turn it into a blatant advertisement for your business.

Elements of Style

Too many words are a constant problem with editors. If you’re asked for a 500 word article, don’t send 1,500 – it won’t get a second look. You don’t have to be exact; ten percent either way is acceptable. But it’s not as hard as you think to cut words or entire paragraphs.

Reread your work and delete unnecessary or wishy-washy words. For example, there’s no need to say the building is rather tall, say it’s ten stories high. Make your message clear and watch out for double meaning words. There are a number of books available on style, grammar, editing, concise writing, and other related topics…always have one handy.

If you’re unsure of spelling or grammar, have someone edit your finished draft – either a friend or a professional. Don’t rely on a word processor’s spell check program. It won’t pick up every error. And by having someone else read your material, you’ll discover if you’re actually saying what you mean in the most efficient way.

Ghostwriting

Many professionals don’t have the time to sit down and write articles. It may be counter-productive if they could be using their expertise in other revenue producing areas. If this happens to you, then have someone else write your articles. Your name will still show on the byline. The price you pay a freelance writer will be small compared to the coverage you receive.

You can either jot down your ideas in point form or have a writer pick your brain for the details needed to come up with a completed piece. If the end product is well written, unique, and compelling chances are it will be accepted for publication.

Being a published author adds an element of credibility and professionalism to your business. So start talking about your business – by putting it down on paper.

For writing tips, read Tips for Effective Writing.

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Susan Regier is the publisher/editor of Networking Today and owner of Vantage One Writing, a professional writing service for businesses. (519) 471-8726 E-mail: susan@vantageone.ca Web site: http://www.vantageone.ca/

Published in Networking Today, September 2006.