Mike Krsticevic recently sent me a mind map called “How to leverage an article found in a magazine that relates to your industy”.
It contains a number of great ideas so with Mike’s permission I’ve reprinted it below.
How To Leverage an Article Found In A Magazine That Relates To Your Industry
1. Email a scanned copy of the article to your database preceded by a short commentary (if not already understood by your readers) that you wanted to keep them informed of changes in the industry. Induces reciprocity; builds pre-eminence.
2. Keep a copy of the article on file (preferably in scanned form that is readily accessible or searchable in a database) so that when you meet someone and the conversation you have with them lends itself to you being able to offer to email, fax or post the article to them, you can do so quickly. This will build your pre-eminence with that person.
3. Refer to the article in future emailings to clients generally and quote portions of it that are interesting without needing to send the whole article.
4. Contact the author and build rapport with them with the view to leveraging the contacts this author has with prominent people in your industry that he or she has interviewed and will interview in the future.
5. Contact the author and build rapport with the author with the view to becoming a
quoted person/expert on future topics related to your industry in order to build pre-eminence.
6. Use the ideas in this article to realise that if you are trying to create a host-beneficiary partnership arrangement with a particular person or company, you could find a swag of articles that relate to your prospective H-B partner’s industry to increase your own knowledge of that industry AND send to the intended contact, from time to time, articles of interest to your prospective H-B partner – build rapport and pre-eminence via your increased understanding of their industry.
7. Develop a “stadium pitch” opening line using the statistics provided in the article, eg, “There are only two mortgage insurers in the market today and one of them has substantially increased its claim denials over the last 3 months. How will this affect your attempts to get a loan? Does your broker know who this mortgage insurer is? If they don’t know this information, what impact will that have on their ability to help you get the best loan deal when buying your new home?”
8. Use statistics from the article in your own copywriting material.
9. Presentation Aid: Make a copy of the article, highlight portions of the article and then place it in a plastic sleeve and bring it out when dealing with clients. Refer to highlighted statistics to show prospects three things: (1) you keep up with industry developments; (2) show how your knowledge of this information means you will provide them with a better service or the product you are promoting will help them avoid the problems raised in the article; and (3) use it to overcome an objection or pre-frame a prospect to remove a potential objection.
10. If the article is found in a magazine that is read by your prospective clients, you could consider entering into a H-B partnership arrangement with the magazine to access their database of readers (ie, your prospects).
11. If your prospects read the publication in which the article was published, you could prepare an article or two or a series for publication in the magazine in order to build pre-eminence with your target market.
12. Once you write articles that are published in the magazine, keep copies to send to your list of suspects, prospects and clients – massive pre-eminence builder.
13. Consider advertising in the publication you found the article in IF its readers are also your target clients.
14. Use an article or the information you find in an article (particularly statistics) as a reason to contact your database of clients (preferably via email) to conduct your own survey to cross-check the findings in the articles with a promise that you will share your findings with them. This creates pre-eminence again and gives you an excuse to contact your client base at least twice with some interesting and useful information.
15. Create mindmaps which summarise the main points of an article you read and send your database a copy of the full article and your summary so they can choose to read one or the other depending on their desire for a low or high level of detail.
Thanks for the great ideas, Mike!
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