Awhile ago, we received a call from an agency in upstate New York. “I was looking through a back issues of Money Magazine,” he said, “and I saw your letter to the editor mentioning that one of the things you do is work as an advertising agency consultant. You might be the kind of person I’m looking for to help me with my agency.”
So far AMR has helped him on several occasions. An unsolicited qualified prospect called us at the cost of one stamp on the letter to the magazine. (Today, it would be the cost of a mouse click!)
If you think that letters to the editor only provide a place to sound-off on some issue of public issue you’re wrong. They can also provide opportunities to spread the word about your services to an enormous audience. But for this strategy to pay off, you have to remain alert to opportunities during your regular reading, carefully construct an effectively subtle letter and promptly send it off.
First, stay on the lookout for articles to relate advertising or marketing issues. Then consider how you can agree, disagree or add to what was reported in the article. Start your letter with a reference to the name and date of the article you are responding to. Then present your comment using this formula: “As the principal of an advertising agency, I have found/feel/think ____.” For instance:
“As the owner of an advertising agency that specializes in the mining industries, I feel … “
“As the owner of a graphic design company that deals with high tech companies, I’ve found …”
For some excellent examples, take a look at the letters column in Entrepreneur Magazine. Almost every issue includes letters that fit the format I’m recommending. Keep your letter brief and tightly worded for the best chance of it being selected. I have heard of cases where a letter to the editor received a thunderous response. Or, like me, you may get a delayed response.
Don’t forget this technique works well for high trafficked websites and blogs as well.