Letters to the Editors Work

Don't forget about this old-school marketing tactic in a social media world.

Even in today’s social media world, the letters to the editor columns are among the best-read sections of any newspaper, whether it is the Smalltown News or USA Today.  It is your link to the public.  But major newspapers get hundreds of letters each week and most run only a few letters a day.

 

 

The rules for getting your letter in the paper or being posted online:

 

  • Be timely.  If your letter is about news that’s three weeks old, nobody cares what you have to say
  • Be brief.  Keep it short, simple and to the point, under 200 words.
  • Have an angle.  Make sure your letter is different than the hundreds of others the newspaper receives.  Have a reason for them to run it.
  • Be sure it is well-written and typed.
  • Try to make reference to something that has been in the newspaper, especially in another letter to the editor.

Where in the World is Anthony?

Spoke this morning in Minneapolis to Realtor association communications directors from all over the country. Q&A tip 64: Avoid trailing off at the end of sentences. Make eye contact and end strong.

Spoke yesterday to Florida Realtors; today to California IT managers; tomorrow, I'm in Minneapolis. Presenting tip 72: Storytelling is a powerful tool. It helps visualize complex ideas, and it provides that much needed connection to the audience.

Spoke yesterday to financial executives. Business development tip number 1 for all my many construction-industry clients: THE two most important people to winning new projects are your Project Manager and Superintendent. But are you preparing them effectively for interviews?

Spoke today in Chicago at a sales and marketing conference. News interview tip 9: Long-winded answer leads to being "taken out of context." Keep responses 10-12 seconds and significantly reduce the chance your comments will be misinterpreted.

Speaking in Chicago tomorrow. Crisis Communications tip 44: Don't let outside groups hijack your social media efforts. Build a base of supporters in the good times who will rally to your defense in the bad.

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