There was a time when appearing in your target market’s favourite magazine, for free, was deemed a simple enough task.
A story was sold in (well of course) and the following month, when the latest edition landed on their desk, they’d be able to read all about what you’d been up to.
These days however, we’re finding these trade publications, (or colour supps as they may be referred to by some) more often than not, are demanding a form of payment to see your name in their publication or on their website.
While there may be times when paying for the honour is inevitable, we believe there are some small steps you can take to start getting ahead of your competitors.
Know your publication
Every publication is trying to vie for the attention of its readers and in most cases, will not be the only one trying to do so. This means you need to know the audience they have in mind, in order to pitch your story effectively.
You also need to know what the publication is writing about, or will be writing about in its next edition. Keep up to date with what’s on trend, or even better, stay one step ahead of the game by offering something which will be on trend in the future.
Similar, but not quite the same as the above tip, it’s imperative to make sure your story is relevant to the publication you want to be featured in.
For example, it’s not good enough to decide to send your story off to a tech magazine, simply because it reaches your target audience, if your story has no bearing to the industry or what they’re discussing at the time. The stronger the significance, the more likely it is to be featured.
Build relationships and be patient
As the saying goes, ‘good things come to those who wait’.
If you think by selling in one story, one time, you’re going to appear on the front cover of your chosen publication, you’ll be disappointed.
Like most aspects of business (and life), the stronger the relationship you build, the more chance you have of being successful. Do your research and get to know the right people you should be talking to, rather than just sending out generic emails. It may even be appropriate for you to invite them for a coffee or send them a gift, so you really stand out in their mind.
Related links: How to keep journalists happy