A part of
Increase Your Profits:

Business Writing Made Clear

by Jennifer Hicks, CEO, WordsWork

YOU Are Your Business

So, people need to know about you. How?


Issue # 9

originally posted

Wednesday, March 4, 1998

"No matter what business you're in, you are an expert in it."

No matter what business you're in, you are an expert in it. Right? Otherwise, you wouldn't be there. So, take advantage of that expertise.

Write an article for a trade magazine and send it in.

There are thousands of trade magazines published each month. Most are always looking for new articles. Why shouldn't yours be one of them?

Maybe you've just completed a marketing study that's produced some interesting results. Write them up. Attach your name to it and send it off. Or perhaps you've created a new way to use a product. Maybe you presented research at a conference. Or you're company's been recognized for its innovative policies. Perhaps you have a definite opinion on the trends within your industry.

The successfully written article will make sense of the world--as it pertains to readers of a particular publication. There are several steps necessary if you hope to accomplish this.

"The successfully written article will make sense of the world. . ."

First, know what you want to talk about and why. Why is this particular subject of interest to the readers? What do they already know? What do they need to know?

Second, does the publication accept editorials (opinion pieces) or will you need to write in a more reporterly fashion? If the latter, who will your sources be?

Third, write a draft. Don't worry about the organization or the grammar. Just get down all your ideas.

Then, the hard part. Look at what you've written. What's superfluous and too self-serving? Get rid of it. Where do you need additional information and research? Find it. Which piece logically comes first? Move pieces around.

Lastly, craft it. Once you've organized your ideas and are convinced the story is worth reading, look at the words you've used and the sentences you've written. How can you make them better? Use concrete words. Vary the length of your sentences. Read the piece out loud. If you stumble, the reader will, too. Change it.

"If you stumble, the reader will, too."

"The more people you reach, the more you're perceived of as an "expert"."

No matter what subject you choose to highlight, a well-written article can bring you publicity.

Most publications will include the author's byline, which often consists of name, company, and a brief biography.

The more your name's in print, the more people you'll reach. The more people you reach, the more you're perceived of as an "expert".

Experts are often hired.

To find some trade publications in your field, check these resources:

Even if you can't write, you're losing out on a great source of free publicity for you and your business if you don't publish. Find someone who can write. Let them know what you want your article to say.


Back to the top / Back to the Sideroad
Let them know which publications you'd like it to appear in. Sure, you'll have to pay them to write it, so the publicity is no longer free, but...

Want to read more?

Go back to
Issue # 8,

ahead to
Issue # 10 - The Elements of Design

or visit the


Jennifer Hicks is CEO and President of WordsWork, a communications consulting firm that works with clients to provide for their training, writing, editorial, and research and communication strategy needs. Since its start in 1996, the company has experienced tremendous growth and has grown from a one-person show to a staff of more than 25 full- and part-time people. Clients have ranged from start-ups to companies in the Fortune 500. While their trainers, writers, and editors have expertise in a variety of areas including technology, business, education, and medicine, they are renowned specialists in communications for the healthcare industry. For more information, contact info@wordswork.com
Phone: (774) 368-0514
Fax: (508) 374-8389

Text © Jennifer Hicks, 1998. Part of the original Sideroad.
The new Sideroad is now receiving traffic at www.sideroad.com.