Make the most out of free publicity

Two days ago my husband sent me a link to a Wall Street Journal article that featured quotes from a client of mine, Fred Coon with Stewart, Cooper, and Coon. Fred helps executives find their dream jobs. He was interviewed by a reporter from the WSJ but did not know that the article had been published. Lucky me, I stumbled upon it and sent a congratulations email to Fred. He immediately contacted me to get a copy of the article for his records.

Getting published, whether in a book, article, or simply a quote, is an excellent opportunity to show-off your expertise. The fact that a third-party has published your words adds to your credibility. And being published in a very well known newspaper like the WSJ is the gold standard. For Fred, a mention in the WSJ not only shows his knowledge of preparing a resume to your best advantage but also puts his name right in front of his target audience.

To take full advantage of the opportunity, Fred did the right thing by obtaining a copy for his records. The copies he made are the perfect tools to win over prospects and recruit new clients. Wouldn’t you want to hire a job search professional who had not one but two quotes in an article on resume preparation in the Wall Street Journal? I would.

The short story is that getting published is only half the goal in your marketing plan. If you do get quoted, make sure to get a copy of the article so you can share it with your prospects and clients. I know they will be as impressed as I was by Fred’s quote. And if you see a quote by someone you know, send him or her a congratulations message with a link or copy of the article just in case they missed it. They will remember you every time they distribute that article.

If you’d like to read Fred’s article, check it out on the WSJ website at http://online.wsj.com/article/SB123177063019573397.html?mod=rss_Careers. You can learn more about Fred’s company at MyJobDoctor.com.