Setting Out Bait Online
by Marcia Yudkin
In 1995 I created and distributed a free document called Frequently Asked
Questions about Freelance Writing, or the
Freelance Writing FAQ.
I've updated it several times since then and allowed anyone to post it at
their Web site without a fee. That FAQ has done more than anything else to
keep my 1988 book Freelance Writing for Magazines & Newspapers from
HarperCollins in print. The last time I checked, my FAQ was posted at more
than a dozen Web sites and linked from scores of others, as well as
recommended in numerous books and magazines.
With the maturing of the Web, the strategy of setting out free bait for your
target market has become more and more powerful. Here's how and why it
works, and some non-obvious ways to make the most of the bait you create.
On the Internet, people are ravenous for information. Correspondingly, lots
of sites find it in their interest to point their visitors to the best
resources available in their topic area. If you can create a mostly
unpromotional informational piece and make it available with minimal strings
attached, you'll find complete strangers publicizing and distributing it to
your benefit. Really!
In a nutshell, start by asking what data or advice would be of value to the
group of people you want to attract as product buyers or clients. Search to
see what's already available on that topic, so you don't spend your energy
satisfying a thirst that's already been slaked. Create something
authoritative on the topic that unobtrusively establishes you, your company
or your product as serving that market. Then set out your bait online with
explicit permission for people to spread it widely. Keep your piece updated
and every once in a while search for new takers, and then enjoy the results.
I concocted my FAQ after interviewing a law student named Terry Carroll who
said that his FAQ on copyright law had made him a minor celebrity with
respect to the topic and helped him land his first job as an attorney. Since
I'd been teaching classes on freelance writing for years, I knew all
questions beginning writers had, and their answers. Following the format of
other FAQs I looked at, I organized 24 commonly asked questions into five
categories and did my best to keep the answers concise.
To make sure that writing and distributing the FAQ would redound to me, I
also composed the last of the 24 questions to read, "And who are you,
anyway?" That gave me a natural way to present my credentials and the titles
of several of my books.
Although I believe the FAQ format has particular power on the Net, for you
the ticket might be an article along the lines of "Five Things to Think
About Before You Hire a ___," "11 Low-risk Ways to ___," "___ DeMystified,"
or simply "How to ___." Call your bait piece a "white paper" if you're
appealing to a corporate population.
Resist the temptation to devote any more than 10 percent of your bait piece
to self-promotion. Doing so would make it less appealing for others to
recommend or reprint it. Producing something that benefits your market
without a heavy sales pitch attached puts you in a very positive light, and
just a low-key business bio and contact information at the end entices
readers to get in touch.
Think broadly about what kinds of sites might be willing to host or link to
your informational offering. In addition to resource sites that aim at a
comprehensive collection of topical links, consider non-competing businesses
whose visitors need to know about your specialty. For example, with some of
my small-business-oriented bait pieces on marketing and publicity, I've had
requests to repost them to sites for a stock photo company, a specialty
printer, a crafts dealer and numerous trade associations. Always request a
live link to your Web site and an e-mail link to you when someone reposts
your piece at their site.
If you have a Web site, the out-of-pocket cost to add a bait piece there
will usually be zero. Mentioning your bait piece in your signature when you
post to discussion lists is another way to spread it around effectively. If
it has an appealing title and genuinely useful content for some
well-defined, information-hungry audience, you'll find this piece soon
funneling leads to you -- without the big expense of a conventional push for
traffic.
©2005 Marcia Yudkin
Article reprinted with special permission.
Marcia Yudkin is the author of '6 Steps to Free Publicity', 'Persuading on Paper', 'Web Site Marketing Makeover'
and eight other books on business communication. Sign up for her free weekly newsletter on creative marketing at
www.yudkin.com/marksynd.htm
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