Writing an article on a newsworthy topic is an essential part of any legal marketing program. If the thought of public speaking causes you to break out in a cold sweat, a strategic article placement gives you long term business development benefits without the stage fright. 

Speaking engagements, webinars, white papers, enewsletters, and blog posts are just a few of the many ways that the material covered in your article can serve as the basis for additional marketing communication campaigns.

Like many aspects of our “Courting Your Clients” approach to legal marketing, getting published is a process. Here are some guidelines to help you climb the learning curve.

Step 1:  Select your topic. You can gain rapid visibility by focusing on emerging issues that challenge the status quo, like pending legislation or controversial industry trends.

Step 2:  Spend some time researching current literature to identify the best “angle” for your article. Evaluate other articles written on the same topic and determine how your article can stand apart.

Step 3:  Determine the approach that works best for the material you intend to cover. Here are a few article formats proven to capture audience attention:

• Top 3 reasons to …
• 10 mistakes to avoid …
• 7 steps to achieve …
• The pros and cons of …
• An interview with …

Step 4:   Select and prioritize three or four trade or legal publications for your article, focusing on those that you know welcome outside submissions. Write a friendly email to the editor of the most prestigious publication on the list, after reviewing their “author guidelines.” Describe the proposed article in no more than two to three paragraphs, and ask if they have an interest in publishing it.

If the first publication turns you down, or simply does not respond, move on to the next one sequentially. Editors usually want fresh material, so do not expect to publish the same article in more than one place. Once your article is accepted, you will usually be asked to sign an “Author’s Release” that identifies your reprint rights and other related matters.

If writing is not your strong suit, or you simply do not have the time, consider engaging the services of a ghostwriter to convert the outline of your article idea into a full-length composition. (Some publications do require the author’s original work, however.)

Once you submit your finished article, a good editor is likely to suggest some changes to your headline or copy. Do not be offended. If you feel strongly that any modifications will change the meaning of your message in a significant way, speak candidly with the editor. Most editors will give you a chance to rewrite a portion of your article if they feel it is unclear, but keep in mind that the editor’s decision is final.

Step 5:  Upon publication (and not before), mail your article to clients and prospects as a means of staying in touch and reinforcing your reputation as an expert in your field. Proudly add your new article to your CV and post it on your website also, all in keeping with your reprint rights.

Any time is a good time to start or expand your publishing career. Young attorneys who start write articles on a regular basis will enjoy career-long benefits of visibility, an expanded prospect base, and possibly a faster track to the coveted partnership level.