Writing: A Great Tool for Accountants?
If you are looking for a way to get yourself out there in front of specific audiences, namely those belonging to niches you’d like to grow, consider your article writing abilities. As professionals, we all turn to various trade publications to teach us the latest and greatest in our industries. This is a great place for accountants to stretch some marketing muscle and get smack in front of your target audience.
If you’re considering getting articles published, think first of where you want to be. Yes, you know a lot about accounting, but you aren’t trying to market to accountants, are you? Writing for accounting publications isn’t a bad idea, but it’s not the best if you are trying to his a specific market. So find out what your target is reading and then go from there.
Once you know which trade publications or newsletters you need to be writing for, think about what it is that you’re trying to help that industry accomplish in the course of growing your business in that niche. Find out from clients you already have in that particular niche what keeps them up at night. That’s what you are going to need to cover in your articles.
If you are nervous about your writing abilities, get with your marketing director or other writing professional to help get your message across. If you are thinking of contributing information to a newspaper, often it’s more important to know what you’re talking about first. An editor can help you with your style without interfering with the content.
Finally, when you’re finished with your article and it’s ready to go, don’t miss the additional marketing opportunity of reprints. Reprints can be included in proposals and marketing materials to add validity to the areas that you would like clients and prospects to know you are an expert in.
Voice of the Editor
Which isn’t completely true. I mean, occasionally I drop by when I manage to sneak out of the nonstop frat party over at Going Concern, but I’m mostly a wallflower over there. I’m happy to say that I’ve been given express permission (or explicit orders, if you like) to wander over here to AccountingWEB more often.
Why is that, you might ask? My job is to replace the irreplaceable Gail Perry as Editor-in-Chief. What does that mean? I don’t really know! I think it’ll be fun getting a feel for things, throwing in my own thoughts here and there, and listening to the discussions you’re having about the accounting profession.