a
Four Mistakes Professionals Make
In Trying to Get Published

By David M. Freedman
(About the author)

1 They write the article first, then try to get it published

What they do
They choose a topic that addresses the questions or needs of their clients. They target one of the publications that their clients read.

They invest a good deal of valuable time in conceiving, researching, organizing, and writing a manuscript, before they query the editor of that publication and offer the manuscript.

Why it's a mistake
The article might not exactly fill the editor's need in terms of a focus, premise, theme, angle, approach, length, style, structure, tone, etc. If not, the editor will either reject the article or send it back for major revisions or a total rewrite. Time is wasted.

What you should do
Query first. Contact the editor and get a confirmation that he or she is interested in your proposed article. Reach an understanding, if not a formal agreement, about focus, premise, theme, angle, approach, length, etc. And do not miss the deadline! Editors love authors who meet deadlines! (For tips on writing query letters, see Under Your Byline: Seven Steps to Getting Your Bylined Articles Published: www.byline7.com).

2 They choose a topic based on their expertise, knowledge, and experience.

What they do
They write an article about a case they won or an assignment they completed, and try to draw a lesson from it; about a new law or regulation that they've spent a lot of time studying, about a new practice area that they're launching, etc.

Why it's a mistake
Readers aren't interested in you (how much expertise, success, knowledge, and experience you have, or what's new in your life). They're interested in themselves. They're interested in getting the information, insight, and practical tips that they need to make more money, protect their interests, stay out of court, etc.

What you should do
First, decide who your audience is. If you practice in a small niche, your target audience is probably easy to define. But if you're more of a generalist, you should pick a segment of your clientele to write for. They are your target readers.

Take some targets reader to lunch, or visit their offices. Get to know them and their businesses, and their financial or legal concerns. Consume the media that they rely on. What information do they need but are not getting from those media?

Form your topic based on their need. If it's out of your comfort zone, you'll have to do some research, even ask your clients — better yet your prospects — for help.

When you plan, structure, and compose the article, it's fine to write about your experiences (success stories and even mistakes) in the first person voice, but only if your experience helps to illuminate the subject. Don't insinuate yourself gratuitously into the article if it doesn't advance the reader's comprehension. Don't let your personal anecdotes be about you — make them about the subject.

While you compose the article, imagine you are having a conversation with your readers over lunch or in a bar, or playing golf or at a basketball game (or wherever). Write as though you were conversing with them face-to-face. They're skeptical: "Why are you telling me this? Why should I care? What's in it for me? Do you really know what you're talking about?" You know they will see through you and get annoyed if you try to aggrandize yourself instead of than telling them something that really matters to them.

What they do
They think, "What can I write that makes me look good?" For example, they talk about historical or scientific information that doesn't relate directly to the article's premise, just to show off. They use complex words and/or sentence structure. They use jargon without definitions. They talk about their successes without regard to their relevance to the topic. They make their subject broad, in order to show off the breadth of their expertise (which necessarily results in a superficial article).

Why it's a mistake
Readers get annoyed or frustrated, or worse, they get a bad impression of the author.

What you should do
At all times, be conscious of writing to fill the reader's need, answer readers' questions, clarify complex ideas, and engage the reader's interest.

Keep your topic narrow, so you cover it in depth, using examples, case studies, anecdotes, details.

The article is not about you. It's about the reader.

What they do
They assess the journalistic standards of the publication, and meet those standards.

Why it's a mistake
Those standards are often too low.

What you should do
Your standards must be high. Your clients expect nothing less. Therefore, do not think in terms of writing well enough for the publication — think in terms of writing an outstanding article that you would be proud to (with permission) photocopy and send to all your clients, post on your website, and see referred to in The Wall Street Journal.

It's not enough to get your byline, bio, and head shot in a publication. To distinguish yourself from everyone else, you must do excellent work at all times, whether it's in court or in print.