covered in yellow stickies. Find an article or two which are in the right category and note how they’re written. Note particularly how the first couple of paragraphs introduce the piece and the author. Most of the best articles simply tell a story. Keep it general and wide- ranging – your kudos comes from sharing your expert knowledge, not overtly promoting your company or product. And then bring the story to a conclusion. Always remember that your reader is probably not as expert on the subject as you – so make it simple to understand and never use acronyms or TLAs (three letter abbreviations) without putting them in full (like I
just did) on the first occurrence. Some editors will not let you even mention a product. In my experience, however, most trade and tech editors will allow you one or two mentions of your company name and one subtle mention of a product. So, for example, if you’re describing a new technology, at an appropriate juncture you can put in ‘…as in our own RedWidget implementation’. This ‘editorial not advertorial’ format of writing is one that few sales directors can master - so best not to let them try!
8. Once the article is written and fully approved internally (and exactly the correct number of words) send it to
the editor post-haste. If it’s your first attempt, I’d recommend seven days before deadline with the request “please give me a call if there’s anything you’d like changing/rewriting”. Send at least as many high-quality photos/illustrations as you were asked for - maybe a few more, so he/she has some choice - and also give a caption for each.
9. Finally, make any changes or amendments the editor requests – making sure the feature still fits the required word count. And that’s it – job done.
10. Except, of course, now you need to start work on the next one!
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NETCOMMS europe Volume III Issue 3 2013 39
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