Nothing builds visibility and demonstrates subject mastery to prospective buyers better than a series of articles published in a targeted trade publication.
Alas, many consultants submit a query letterlike this one, then hear crickets. No response. Then they give up. Or they publish their articles on LinkedIn or their own website. Or they resort to “internet distribution networks” for their work, which has about the same success rate as asking your cat, Whiskers, to distribute 100 copies to the neighbors.
Old-fashioned, standard query letters rarely work. The recipient views it as generic, uninspired and impersonal. Not a winning recipe. Plus, asking an editor to read your pre-written article is unrealistic. She receives dozens, hundreds or thousands of queries every week and the last thing she wants to do is read one more milquetoast, quasi-promotional draft from a consultant.
Drop the tired, stodgy query-letter and customize the following email for your own use. Then let me know when your articles are being published.
Teaser Letter for Magazine Editor
(Replace the words in blue with your own content)
Who is this letter about? The editor.
Is it personalized? Completely. It shows you have read the editor’s writing. Flattery and attention work.
Are the benefits to the editor clear? Yes.
Is it intriguing or breakthrough? Moderately. It’s not Pulitzer-prize material, but it breaks through the morass of query letters.
Is the call-to-action/request reasonable? Completely. Few editors can resist looking at a handful of titles from a thoughtful author.
I’ve been reading your series on how to replace employees with dachshunds and the articles are terrific. You were dead on with the point about junior staffers having cold noses. And, as I know from hard experience it’s not easy to come up with a metaphor like “overcooked flan.” I loved it.
After reading that series and looking through other articles in Buggy Whip Manufacturing, it struck me that your audience might get a lot of value from some of the topics I’ve been covering lately. Are you open to looking at a few topic ideas?
Ferdinand Fetoozle Author, Buggy Whip City: Why a Dead Industry Perished Again and is Still Kaput
Example of Traditional Query Letter
Dear <editor – one of about 100 I’m sending this to>,
It is common knowledge that 70% of strategic initiatives do not have the immediate or lasting success executives are seeking. In fact, in my recent study, I highlight the role of senior leaders in the ultimate success or failure of their highest priority strategic thrusts. Some of the results of my study surprised me.
In the _____ industry, you have savvy leaders with strong track records, and that’s a distinct advantage.
If you are interested in reading “Missing the Mark: How Leaders Can Hit the Bullseye With Change Efforts”, please write back and I’ll send you a hard copy or the link.
Reginald Consultant, III
Author of How to Bellow and Bluster Your Way to the Top
Who is this letter about? The consultant.
Is it personalized? Not really. Mass customization is not personalization.
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