Endless Referrals by Bob Burg

Author:Bob Burg
Language: eng
Format: epub
Publisher: McGraw-Hill Education
Published: 2006-02-15T00:00:00+00:00

And Finally: Keep Track and Follow Up

Heidi concludes with the following excellent advice:

Keep track of where you submit your articles and follow up with editors to find out if and when they will be used. If editors don’t use your work, ask for feedback. This will help you become a better writer. Create a record for yourself of the publication, the web site address and the name and contact information of the person to whom you submitted your article.

Never give up! Be patient. As the saying goes, “timing is everything,” and editors and publishers, like every other prospect, are busy and have their own agendas. If your content is good (and interesting), eventually someone will notice—and you will get published. Once that happens, capitalize on the momentum and keep going. Make writing a part of your marketing plan, and who knows, several articles later, you could be the talk of the town, and of your industry.

Meanwhile, since the editors are your prospective and current clients, network with them and add value to their lives in the same way you would for your traditional clients. Remember in Chapter 5 when we discussed being a referral source for others? It applies just as well here.

For example, on one occasion, the editor of a magazine to which I sometimes contribute called and asked me if I knew anybody else who could write articles on specific topics for them. Months earlier, I had suggested he use the talents of a fellow member of the National Speakers Association. He did, and that person wrote an excellent article.

When the editor called to ask for more referrals, I decided this was a good opportunity for a lot of win-win situations and excellent positioning for, and with, my other speaker friends. Not to mention the editor himself, who has a lot of pull within the association represented by his magazine.

So I contacted all the speakers within my personal network who I knew could write good articles and relayed the situation to them. By the time I contacted the editor just a short while later, he had already been deluged with calls. He loved it because his magazine was in need of a bunch of excellent articles.

That is win-win networking all around. I positioned myself with both my network of speakers and with the editor’s network. In fact, he came right out and said, “Please let me know if there’s anything I can do for you.” This type of positioning is actually quite easy to accomplish. It’s easy because you’re most likely the only one (or one of a very few) who thinks of doing it.

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