That’s what Publicity Hound Judy Soccio did. She specializes in historic window treatments and wrote an article that takes up several pages in the December issue of Victorian Homes.
When she wrote to tell me about her great publicity hit, I asked her how she got it.
“I followed your advice and Drew Gerber’s and asked for it.
“I noticed three letters to the editor in a spring issue of VH, all asking for help with historic window treatments. I sent a letter to the editor with my credentials and clippings and offered an article to address these concerns. She said yes and suggested an eight- to 12-page article with photos!
“The cool thing is they printed it word for word. And she is already looking for space for another article from me on her 2011 editorial calendar.
“P.S. I have really focused my niche on historic window treatments. I call them ‘vintage homes’ and this has, indeed, made all the difference. I’m speaking at regional home shows on the same topic.
Congratulations, Judy, for being smart enough to come to the rescue of the letter writers, make the editor very happy, and for niching your topic.
It’s easy to overlook using newspaper and magazine editorial pages for publicity, usually because Publicity Hounds are so busy pitching story ideas. Letters to the editor are a good indication of what’s on readers’ minds. You can respond to those letters with a letter of your own, pitch an article like Judy did, write a longer opinion column, or respond to an editorial the editors have written.
Don’t forget to subtly weave into your letter a little about your expertise.
How have you used editorial pages for publicity?