Retailers Forum Magazine October 2022

Presented within the pages are the latest offerings from the country’s leading merchandise wholesalers. The advertisers herein sell strictly wholesale and require that you purchase with the intent of reselling through retail channels.

1. Check the INDEX on Pages 6 & 7.

Find the Product Category and View the Various Companies.

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Companies you want FREE CATALOGS and Info from.

access this FREE Program on Page 11 or www.Vendor411.com directly.

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ESTABLISHED IN 1981 as a buying source for store owners and wholesalers, Retailers Forum offers advertisers a large national circulation to showcase their products and services. Many of our readers are located in rural areas where access to merchandise is difficult, making our magazine indispensable to their buyers.

Through our unique direct mail and trade show circulation we constantly rotate our mailing lists, adding new stores monthly enabling us to deliver new, fresh buyers each and every month you advertise with us.

In addition to your print ad, your company will be featured in our digital on line monthly version at www.RFmagazine.com. Our online magazine produces over 265,000+ page views monthly for our advertisers, which is in addition to our print and mail distribution. Your online ad will link to your website and email address and we provide unlimited transfers from our readers into your website 24/7.

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Search Marketing

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• Saturation marketing coverage on our new wholesale portal: www. wholesalesources.com

Price Show NY TBD

The Merchandise Center, IL

JUNE

Dallas Gift & Variety Show

Greensboro Gift & Jewelry Show

LA Fashion Market

JULY

Atlanta Gift & Home Furnishings

California Marketplace

Philadelphia Gift & Variety Show

The Merchandise Center, IL

AUGUST

ASD Market Week

Biloxi Wholesale Show

Louisville Gift Show

Off Price Specialist Show

New Orleans Gift & Jewelry Show

Rocky Mountain Gift Show TBD

St. Louis Gift Show

SEPTEMBER

Asia America Wholesale Show

Dallas Home & Gift Show

Greensboro Gfit & Jewelry Show

Hawaii Gift Show

Norton’s Gift & Variety Show

Philadelphia Candy & Gift Show

The Merchandise Center, IL

OCTOBER

Dallas Apparel & Accessories Show

Las Vegas Souvenir & Gift Show

The Merchandise Center, IL

NOVEMBER

Gatlinburg Gift Show

Hawaii Merchandise Expo

New Orleans Gift & Jewelry Show

Smoky Mountain Variety

DECEMBER

Grand Strand Gift & Variety Show

Greensboro Gift & Jewelry Show

The Merchandise Center, IL

Our Large Holiday Issue Hits The Mails Before Thanksgiving to Maximize Advertisers Results!

We provide physical magazines at shows or email free digital magazine to attendees using Attendee database lists.

* Show schedules are subject to change without notice.

AS we enter into the home stretch of retailing anything is possible from now through the end of the year. For retailers this is one of the most exciting times of the year.

THE final quarter is also one of the most nerveracking times for us as well as we anxiously await the holiday sales season. After coasting through the slower months and the summer we’re now poised to make the bulk of our annual income.

THIS year has certainly been one of the most tumultuous of many past ones. We have, and continue to have, an erratic economy, global tensions, inflation and unrest. This is making for many challenges for us all. The upside of things is that even with all that is going on the consumer indexes are still strong. Shoppers are shopping which gives us optimism.

AFTER 41 years here at Forum, one thing I know is that Christmas and the holidays will always come and shoppers will always spend! It is always just a question of how much they will spend – but spend they will!

THE unknown right now is if the season will start late or early. Will our competitors and the big box stores start immediately discounting or will they be smart and gradually lower prices as the holidays draw closer? These are all things that we cannot predict but make a big difference to our bottom lines.

THIS month we will see billions of dollars

spent on Halloween merchandise. It is a huge money holiday and you need to make sure your business cashes in one way or another. If you sell gift merchandise or novelties you need to add a Halloween section which is easy to do and can be very profitable.

IF your business does not sell Halloween goods you can still decorate your selling space and displays to let shoppers feel the Halloween spirit. It is inexpensive and sets a festive mood for shippers of any products.

NOW is also the time for you to start your lay-away plan for shoppers. And be smart about it. Make it simple for your shoppers to use and don’t add fees and charges. Make your shoppers anxious to use it and you will end up making greater sales to them.

ABOVE all, make sure that your sales spaces are festive and welcoming. Shoppers want to feel the holiday spirit when they buy from you. This is true whether it is brick-and-mortar retail or if they visit your website. You need to set the mood for your shoppers to get them shopping and feeling connected.

THIS is the time we have all been waiting for, It is time to move things up a notch or two and impress the importance of this season to your sales staff. Every hour, every day counts so put your best efforts forward. Once we get past Halloween it all happens very quickly!

HOT

For more information,

www.PattersCollectibles.com

Tel: 1-412-916-2456

For more information,

www.BestexCompany.com

Tel: 1-626-338-4477

For more information,

www.Forum123.com

Tel: 1-631-754-5000

PATTER’S HAS IT ALL

THERE has always been a thriving market for all things collectible, whether it was old treasures or new merchandise that will be destined to become valuable. It has always been difficult for stores and vendors to find a reliable and trustworthy supplier of these items which made it difficult to offer a large selection to their shoppers.

AND then along comes Patter’s Collectibles, a well establshed and extremely knowledgeable supplier of all things collectible. Patter’s is a major distributor of licensed sports teams apparel and accessories (really hard to find!) as well as a large line of novelty items and collectibles that will have customers lining up at your store or filling their carts on your website.

WITH no minimum order and fast 24-48 shipping, Patter’s invites you to visit their website and sign up for special wholesale pricing.

THIS month’s hottest sellers are major league caps!

ZAP UP YOUR SALES

SELF defense product sales have been surging over this last year.

Let’s face it, you see the news and in all cities whether they are large or small, violent crimes are on the rise. Citizens are looking for non-lethal ways to protect and defend themselves.

BESTEX Company has been in the self defense industry for many years and knows the importance of delivering a high quality product at a reasonable price. Their headliner product is the Dual Defense Thunder Strike Stun Gun. This unit has amazing accuracy with a 17 foot range and great stopping power.

YOUR customers will thank you for stocking this high quality non-lethal product. When you buy from Bestex you are transacting with a company who truly knows the ins-and-outs of self defense. Please check YOUR state regulations to ensure product legality.

MAKE MONEY WITH CLOSEOUTS

AS retailers, whether we are selling in a physical location or online we need to have the most wanted goods at the best prices. The problem these days is that goods have been costing more and our margins have been shrinking. Retailers, flea market vendors and online sellers need to get ahead of the curve.

THIS is why we all need to add closeout merchandise into our mix. Closeouts are simply goods that have been overbought, packaging changed or from a business that ceased. You can buy first quality items for pennies on the dollar...WHEN you know where to buy them.

Our CLOSEOUT DIRECTORY shows you where with our listings of 100’s of closeout dealers. Just $29.95 book or PDF.

RETAILING

Can Employees Be Mandated To Work Overtime?

THERE has always been a great deal of confusion over this question and rules concerning employee work time and pay. Many employees believe that they are entitled to breaks during a workday and a maximum number of hours they are obligated to work. The Fair Labor Standards Act regulates equal pay, child labor, the minimum wage and overtime but does not address many issues that there is a lot of confusion on.

THE fact is that employees under age 16 or covered under collective bargaining agreements or suffer from a disability, the general rule is that employers can require an employee to work more than forty hours a week. There is no ruling against that in the FLSA therefore employers are free to set the work hours of all employees. Employers can require employees to work additional hours and overtime and if an employee refuses to comply, the employer has the legal right to terminate that employee.

Employers may not discriminate against any one employee or those with disabilities within a protected class to work additional overtime hours.

IF the number of hours or employees schedule is changed for any significant period of time the employer must provide notice to the employee with a 7-day written notice. Employers should also clearly state this policy in their hiring manuals. Although the FLSA doesn’t affect an employer’s ability to require an employee to work additional hours or overtime, there may still be state specific laws that change the outcome. Like in California when an employee is required to receive overtime pay for working more than eight hours a day, or in Florida where employers are not required to provide overtime pay.

BECAUSE of the potential for violation of the FLSA and the legal claims, it is advised that all employers consult with legal counsel on these matters to ensure compliance with all laws and regulations which can vary by state. This article is presented only as generic information.

Kmart Under Fire For Using Facial Recognition

I have seen the future, and it is not so great! There’s been a lot of talk and concern about AI and facial recognition systems which seem to be quite unpopular in countries like the United States. While facial recognition is not used here in the USA, apparently in Australia Kmart and anther retailer Bunnings are being investigated by the government there for implementing facial recognition technology in their stores.

SEPARATELY, the British grocery chain Southern Co-op is also drawing heat for its use of this technology as well.

DEFENDING its use of facial recognition technology, Bunnings Managing Director said that it bans unruly and violent customers but that ban is ineffective and hard to enforce. Facial recognition gives us a chance to identify when a banned person enters a store so our team can handle the situation before it escalates.

WHILE these retailers argue the merits of the facial recognition system it is widely held that the general population and not in favor of its implementation and the respective governments appear opposed as well. The final decisions will be a major ruling in how and when this technology will be implemented.

Coach-

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Continued from last issue ...

SELL ANGLES, NOT CREDENTIALS

Everyone who writes a magazine article or book was not born with a silver pen in hand Don’t let the fact that you sweat over having to write a 2-paragraph letter keep you from tackling a 1,500 word article or a 10 chapter book The ability to write is about 4th on the list of what it takes to sell your writing. The ability to spot a salable angle, professionalism, and un wavering persistence are more important than writing talent.

Finding a topic that is timely, noteworthy, and not overdone is the most crucial element of scor ing a byline. But just touting a topic for discus sion is not enough. Add an intriguing spin on a certain aspect of that topic to prove to the editor or publisher that you have something to say (that boldly goes where no writer has gone before).

This is the elusive angle on an idea that good writers spend their lives stalking. While editors say there are no good ideas left they’ve cov ered them all they bend over backwards to find new angles on old ideas that their competi tors have yet to spot. And if you’re the one who can feed them that angle regardless of your ability to write you will earn the ear of the ed itor and either a byline or an attribution in the publication

To find an angle, take your topic and look at it from every possible perspective. Break down

the idea into as many different pieces as you can Then ask yourself what you know about each piece that may be different from what oth ers know or have heard.

Here’s a list of bland ideas that will make an editor of a targeted publication yawn as he or she tosses the article proposal into the waste basket, and a corresponding list of tantalizing angles that shout “new and intriguing.” The business trying to market the idea is also listed so that you get a sense of who’s selling what ideas and why.

Business: Canned tuna company

Target: National health magazine

Self serving Idea: Our tuna is high in Omega 3, which has been touted as a health benefit

Angle Sold: How the canning process affects the Omega 3 in canned tuna

Business: Women’s directory

Target: Local business magazine

Self serving Idea: We’re holding a symposium filled with interesting workshops. One is on stress management

Angle Sold: How top executives are using med itation to combat stress

Business: Plastic surgeon

Target: National Women’s Magazine

Self serving Idea: I use tissue expansion to help overcome the negatives of skin grafts.

Angle Sold: Plastic surgeon repairs the face of a 5 year old girl using state of the art tissue ex pansion techniques.

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Business: Human resource training group

Target: In flight Magazine

Self serving Idea: We teach 2 way communica tion in our seminars

Angle Sold: Overcoming 12 communication road-blocks through active listening.

Business: Psychologist

Target: National Teen Magazine

Self serving Idea: I help teens and parents work through problems

Angle Sold: How not to pick up your parents’ bad habits.

If a fresh slant for your idea doesn’t come to mind, dream up a magazine article or book title for your idea to help you focus on what is unique. Be clever in creating titles use plays on words, rework tired cliches, and use the

rhythm and rhyme of songs to get you thinking. Often it’s the title that sells a magazine ar ticle or book, so coming up with the title first can help you zero in on the angle.

A good title will go a long way toward selling your book or article. Smart Women, Foolish Choices; How to Swim with the Sharks Without Being Eaten Alive; and The One Minute Manager all build intrigue into their titles and get their angles out front and in the open.

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Take a look at this list of great magazine titles and see if they don’t make you want to read on.

• Don’t Be a One Man Band (Nation’s Business)

• Little Grown ups: Why Some Kids Are Too Mature for Their Own Good (Working Mother)

• Calling in the Caterer: Leaving the Party to the Pros (San Diego Magazine)

• Terms of Engagement: The Fun & Formalities (Bridal Guide)

• Upstaging Time (Lear ’ s)

• So Who Wants to Play Fair? (Venture)

• How to Sell Your Ideas (and Silence Your Critics) (Working Woman)

• Check Mates: Joint Accounts or Separate Ones, Almost All Couples Keep Some Money Secret (Self)

• Secrets of Winning on Wall Street (Sylvia Porter ’ s Personal Finance)

• The Party’s Over: Women Who Love Alcoholic Men (New Woman)

HOW TO PITCH YOUR MAGAZINE OR TRADE JOURNAL IDEA

Once you’ve honed your angle, you’re ready to approach an editor. Don’t pick up the phone and call. Just as if you were selling any other product, you need to write a convinc ing, professional proposal. But don’t worry, it doesn’t need to be lengthy; in fact, the shorter the better.

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Editors want ideas submitted in the form of a one page letter called a query. They don’t want to see the entire manuscript. And you’re wast ing your time by writing the entire article be fore you know if you have a salable idea or the specific slant an editor may want.

Query letters do 3 primary things. They:

1. Demonstrate that you have a fresh angle on an important topic.

2. Show that you have the ability to write the article in a way that will interest the magazine’s readers.

3. Prove that you are the expert to write it.

It’s important that your letter not just whisper your idea in a boring business letter style. It must trumpet it in a way that will be music to the ears of an editor whose in basket is deluged

with proposals from professional writers, pub lic relations agencies, and others who want to see their name in print. Your first paragraph the lead to your letter should capture the imagination of the editor by painting a scenario with a real life anecdote, offering a startling sta tistic, posing an intriguing question, or turning a phrase in such a way that it makes the editor want to know more.

Read the following leads from a few queries we’ve written to see how the intro ductory paragraph in a query differs signif icantly from the first paragraph of a tradi tional business letter.

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(To USAir) Nearly every American boy dreams of playing baseball in the major leagues. Stepping up to the plate on a warm summer day and cracking one over the center field wall to the roar of the crowd is a romantic, but rarely realized, fantasy. But for a few days a year, the dream comes alive for men who enroll in what has become known as fantasy base ball camp.

mately responsible for the success of their businesses, they feel compelled to perform or over see every aspect of their operations.

(To Nation’s Business) “A leader isn’t worth much if he can’t step in and take charge.” “If you want something done right, you’ve got to do it yourself.” “Good managers have all the answers.”

Such take charge sentiments are natural for company leaders. Since owners or managers of small and medium-sized companies are ulti-

Page 38 OCTOBER 2022 | RETAILERS FORUM MAGAZINE (To Modern Maturity) When your sleepy eyed grandchild says, “Tell me a story,” do you reach for a book to read instead of stretching your imagina tion? “I’m no storyteller,” you may think, remember ing that your own dad seemed to have a special knack for telling tales. But we’re all storytellers. What did you do the last time you explained to someone why you were late?

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(To American Way) Jim stormed out of the de partment meeting disgusted with the resistance to his ideas for boosting sales in a sagging account. “What’s the use of coming up with inno vative ideas around here?” he scowled. If you were Jim’s boss how would you respond? a) “Don’t worry, you’ll come up with another good campaign ” b) “I understand, I have trou ble getting new ideas across myself.” c) “Sounds like you’re discouraged about trying to change things.” d) “Can’t you rethink key aspects of the campaign and present it again next week?”

Once you’ve introduced your topic with in trigue, tell the editor the proposed title of your article or book; then summarize the main points that you’ll cover. If you plan to quote other ex perts in the field, share a name or two from your source file with the editor. Then let the editor

know why his or her readers will be interested in this topic and why it’s timely Finally, end the query by giving a small sampling of your background in the field. If you’ve had other articles with your byline published, paper clip two or three examples to the proposal, at tach a self addressed, stamped enve lope for a reply, and tuck it all into a 9x12” envelope to drop in the mail.

Although the process is time consuming and seems archaic, most editors request that you do not send the same query letter to a number of magazines simultaneously They want the first right to see an idea and to not have to worry that if they invest the time to evaluate your query letter and decide to buy it, that other ed itors may also be making the same decision.

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R U M

WO R K S H O P

While the natural business in clination is to want to get a number of requests and to sell to the highest bidder, turning down an editor ’s offer be cause you have gotten a better deal from another publication is the fastest way to destroy a relationship with a magazine

Unless your idea is extremely timely, wait 4 to 6 weeks to follow up with the editor to whom you’ve sent your query, either by a phone call or by sending a note with a copy of the origin al query If the first editor isn’t interested, send a newly printed copy of your query to another magazine. Don’t let one rejection slip discour age you. If the editor has taken the time to say why the idea won’t work, evaluate the opinion

to determine if you need to do more work on the query. If you don’t see the need to revise the query, mail it out again Coauthor Diane once had a query on a timely topic rejected by 6 major women’s magazines, but the 7th was a charm. The article sold on its 7th try to McCall’s for a fee of $3,000.

We said don’t call in your ideas, but there’s al ways someone who breaks the rule and wins. When Arnold Rincover, Ph.D., a child psychol ogist and an award winning, best selling au thor, wanted to change careers from a university researcher to author, he called the major newspaper in his area, the Toronto Star and asked if they would be interested in a psychology column. Likewise, he called a promi nent agent and expressed his interest in writing a book on child rearing.

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“To my utter shock, both said ‘yes,” says Rincover. “My columns which to that point had never been written began selling for $200 a month and my book, which took a year to write, sold to Random House Canada and later in the USA to Simon and Schuster Pocket Books Division.”

Later to expand his income, Rincover once again picked up the phone and called newspa pers around the country to try to syndicate his column. “I sent samples, followed up with calls and more calls until they gave me a definite yes or no. Some took it, some didn’t, but many major newspapers said yes. In fact, one editor said he wasn’t interested in the column on psy chology but asked if I knew someone who could write one on parenting. I said, ‘Yes, me.’

I went back to the other papers that turned down the first column and offered the 2nd, and many bought it. I was now reaching millions of people, getting paid thousands of dollars, and just writing 2 columns.”

Identifying Your Magazine Market

Knowing who to send your magazine queries to for maximum return takes more than cruis ing by the supermarket newsstand and picking out your favorite business magazine. It may be easy to spot Inc. or Forbes on the rack, but hun dreds of other writers are submitting ideas to those publications every day. In addition to the obvious consumer magazines, whose ad dresses you can find in Writer ’s Market (a com pendium of magazines and of publishing houses), don’t overlook trade journals.

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These specialty magazines are written for very specific audiences, and there is a trade journal for virtually every vocation and avocation. You’ll target your public better through trade journals, since primarily human resource per sonnel read Human Resource Executive; only firefighters and paramedics spend time poring over Emergency magazine; and it’s usually con struction managers who digest the pages of Building Design & Construction with their morn ing coffee.

Although trade journal editors traditionally have smaller staffs than large consumer magazines, they receive fewer un

solicited ideas from writers and are more likely to give you a chance. And, even if your writing doesn’t rival that of Tom Clancy, the editor may sense your expertise and be willing to edit your work or assign a ghost writer to assist you.

You’ll find a good sampling of the names and addresses of trade journals in Writer ’ s Market, but more exhaustive listings are included in Standard Rate and Data, Bacon’s Publicity Checker, Ulrich’s International Periodical Directory, Seriel’s Directory, and Association Periodicals (published by Encyclopedia of Association.)

WHAT IT TAKES TO SELL A BOOK

Authoring a book is the ultimate way to prove that you have a lot to say on a subject.

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If your book is published, it immediately serves as a third party endorsement for your credibil ity, since the publisher was obviously im pressed enough by your expertise to sign you.

Once again, a proposal is your sales call to a publisher. You can read entire books on the sub ject. (One that we recommend is How to Write a Book Proposal by Michael Larsen, Writer ’s Di gest Books, 1985.) Here are the basics to determine if this is an avenue you’ll want to pursue. Before you put pen to paper, it’s essential to do a cursory literary search to determine what else has been written on your subject and if your book will significantly differ from the competi tion. This will let you identify your niche in the book marketplace, and you’ll use this informa tion when you write a marketing statement for the publisher.

Next, be sure that you have enough to say on the topic. A common reason that editors turn down book ideas is be cause they are not pithy enough to warrant 250 to 350 manuscript pages. Instead, they are ideas for magazines articles of 2,000 words. To determine of you have enough to say for a book, try taking your topic and di viding it into 10 to 15 chapters. Would you be able to write 15 to 20 manuscript pages worth of information for each of those chapters? Does each chapter have its own special theme? Do you have lists of how-to tips, charts, quizzes, and worksheets that provide vital information and occupy manuscript space?

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If you have enough material to warrant a book length work, be tough on your idea and ask yourself if it is marketable. Try writing a 2 para graph description of the book that a publisher might use for back-of-thebook sales copy. Is your book salable? Does it attract a specific, clearly defined au dience? What’s new about what you have to say?

Once you are certain that you’ve got a strong book idea, write a 2 page query letter to a liter ary agent. The letter should begin with an in terest grabbing lead, like any query letter, and then describe the book, its potential readers, and the void your book fills when compared to what’s currently available. Names of agents and the types of books they represent can be

found in the library in one of several reference books. Literary Agents of North America and Literary Marketplace are two good sources; your librarian may know of others. Read the descriptions of the agents and find one or more who represents the type of work you want to write. You’ll most likely be writing nonfiction, so don’t send your idea to a fiction only agent and don’t send a business book idea to some one who specializes in science and medicine.

Unlike the magazine proposal, it is appropriate to send your book query letter to more than one agent at a time. If several are interested in rep resenting your book idea, choose the agent who you feel is most in tune with your book topic, who has the best track record in selling books for top dollar, and whose personality clicks with yours.

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Your agent will ask for yet another proposal to send to editors at publishing houses. This proposal runs from 10 to 50 pages and includes the following:

• Book Overview summarizes your idea and how the book will be written. Will it include real life anecdotes, quotes from experts in the field, worksheets, graphs, or illustrations?

• Marketing Statement describes the audi ence for the book and the timeliness of the idea and lists 4 to 6 other books that yours will com pete with. Don’t say that no other book has been written on the subject quite like yours. In stead find the books that are closest to yours and write a paragraph about those books and how yours differs or how it clarifies or improves what has previously been written on the subject.

• Table of contents

• Chapter Summaries outlines, in 1 or 2 para graphs, what you will say in each chapter

• Two Sample Chapters Gives a sample of your information and writing style. It’s best to pick 2 chapters other than the first and the sec ond. Choose the most significant and important chapters to write as samples to let your expert ise shine through.

• Author Bio describes your background as it pertains to the subject and lists any previous writing credits.

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fiber.

Disney, Marvel, DC Comics,

Wars,

NFL.

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Once your agent has had you make any changes in the proposal, he or she will send it off with a cover letter to a number of potential publishing houses. Responses from publishers can take any where from a few weeks if your topic sizzles to several months if it requires more convincing.

A publisher will offer an advance for the book that can range anywhere from a few thousand dollars to many thousand dollars and a per centage of royalties, that ranges from about 8 to 12%. Publishing is not the road to getting rich quick. In fact, to understand the harsh realities

of the field, read The Awful Truth About Publish ing by John Boswell (Warner Books, New York, 1986.) But even if your book is a loss leader, the potential it holds to establish you as an author ity and to help you win speaking engagements and new business is remarkable. And there are few business joys that match being asked to sign a book that bears your byline as the expert in the field.

Self-Publishing Puts You in Charge

If you don’t have the time to interest a publisher in your book or to wait for the publishing house to edit, design, and print it, you may want to consider self publishing. Getting your work typeset or having it converted from your word-processing disk into desktop publishing form and printed can often be quicker when you take control.

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You don’t have to worry about an editor re working your material or a designer you’ve never met creating a cover design that reminds you more of a Most Wanted poster than a book jacket. And since you should be hiring profes sional freelance help editors, designers, and printers you don’t lose in getting input from the published field.

While publishing houses pay you for your book, in self publishing you foot the bill for ed iting, typesetting, printing, and marketing. Don’t, however, get self publishing confused with vanity presses, which have earned ques tionable reputations for charging anxious authors large sums of money to print their books

Marion K. Woodall, a speech coach, realized that she needed a book that capsulized 25 years of material she had developed while teaching business communications on the college level. She came up with the title, Thinking on Your Feet, and created a separate publishing com pany to produce the book.

Woodall has 5 primary reasons for publishing her own books, what she calls independent publishing.

1. Maintain control of decisions on the title, color, and quality of the printing.

2. Expedite publishing.

3. Earn more money.

4. Keep the book in print longer.

5. Sell the books at seminars and give them to her clients without having to buy the book back from the publisher.

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“I give my books away every chance I can as a promotional tool for my company,” says Woodall. “When I make a sales call as a speech coach for executives, there is nothing better I can leave behind than a copy of Speaking to a Group. I couldn’t afford to do that if I had to buy the book from the publisher.”

Woodall can get a book out in the time it takes a publisher to make a decision whether or not to buy your idea. She produced her book, How To Talk So Men Will Listen, in just over 5 months.

“The publishing itself is a manufacturing process,” she contends “There is nothing mag ical about having a 3rd party say your material is worth publishing. For too long, writers have felt that their work isn’t validated unless a major house publishes it. I’d like to destigma

tize independent publishing and encourage more people to take advantage of it to get their message out quickly and conveniently.”

To reduce time market ing her books, Woodall interests national organ izations, such as Toast masters International, and small presses that publish books in her field of expertise to in clude her book in their publishing lists. “Think ing On Your Feet sold to 10 catalogues around the country, 2 library distributors, and a Canadian one, plus I have just begun to interest chain bookstores in buying it,” she says.

continued...

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F O R U M WO R K S H O P

forumworkshop

EARNING NEWSPAPER BYLINES

The standard way to get your company’s name in the newspaper is to send a news release, which smaller papers may print verbatim and which larger ones may use as fodder for an article that quotes you and several other sources. For local publicity, there are alternatives.

The opinion editorial page of your newspaper is filled each day with guest editorials from per sons within your community who have something significant to say on a particular topic. Become familiar with that page. By following the editorials, you may find that something has been written that stirs your ire or makes you want to add to or clarify a previously published piece. That’s your cue to write to the editor to share your insight in a field or your passion about a topic.

Don’t view the opinion editorial page as just a place to air grievances. Its purpose is to express thoughtful opinions on a wide range of topics. While unloading biases may be cathartic while you’re alone at your computer, tomorrow

your potential customers are going to judge your business by what you say. If you have a particularly strong view on a subject, write the piece and then let it cool for a day. Then ask an unbiased colleague for his or her opinion. You want your writing and your message to be strong. Although hate mail may sell more newspapers, it can turn off the business that it is meant to attract.

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F O R U M WO R K S H O P

forumworkshop

The president of a major league baseball team was concerned about a local opinion survey. Area residents believed that the team was not run in a business like manner and that it cared little for the community. One of the most intriguing comments to come out of the study came from a business leader who said that the team was like a public utility it was the only baseball team in town. In other words, the team didn’t care because it didn’t have to care

Many steps had been taken in the previous years to improve the busi ness operations of the team, but they had never been communicated to

the public. Using a professional writer, the president produced an opinion piece, which was published in the local newspaper.

The piece began with a quote from Yogi Berra: “If the people don’t want to come out to the park, nobody’s going to stop them.” He cited the public utility comment, but explained he did not have a monopoly on the entertainment dollar The team competed not with the rest of the league, but with other sporting events, movies, plays, concerts, and museums.

After explaining the steps the team was taking to improve its business operations, the presi dent concluded by stating his mission: to gen erate a product that a public utility would be proud of a team so good that 99% of the people want and need it.

continued...

F O R U M WO R K S H O P

forumworkshop

Copies of the opinion piece were then circu lated with a note to important audiences of the team, including government leaders who controlled the stadium, season ticket holders, em ployees, vendors, and members of the media.

In addition to occasionally responding to a piece on the opinion editorial page, consider writing on an original topic. The nice part about opinion pieces is that they are just that opinions. You don’t have to spend weeks doing research or finding anecdotes to fill the pages of a magazine. But you do need to have some thing worthwhile to say that will show your in tegrity, dedication, and passion about your point of view. Statistics that can pin down points will add muscle to your message.

By Matouk

continued...

To draw attention to his pro fessional society’s work to help the homeless, for example, the president of a psy chiatric society drafted a letter to the editor on the plight of the homeless in his city. He cited numbers of homeless, per centages of those who suffered from mental ill ness, and dollars being spent by the city to care for them. He outlined what members of the so ciety were doing to help and how the entire city could respond to impact the problem. The letter helped to position the society on a topic impor tant to its constituents. And rather than assum ing that those who needed to know the society’s position read the paper that morning, the president sent copies of the editorial with brief, personally written cover notes to key players in the psychiatric field.

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F O R U M WO R K S H O P

forumworkshop

While on the phone selling that idea, the editor liked what she heard about the company and assigned a 2nd article on how to choose a doc tor. The articles positioned the company as a leader in the field and included a brief bio on each author. The $900 cost for ghostwriting 2 articles generated 2 bylined pieces that the client has used to mail to prospective clients as well as to serve as clippings to show trade jour nal editors that they have a publishing track record.

Blanketing the Market With White Papers

Writing a white paper or an overview on a subject allows you to self publish an article or report that can be mailed to key prospects or referrals in your field to establish your credibility and authority on a topic. They can also

preempt yet-to-be published articles in newspapers, magazines, or trade journals to record that you were the first to evaluate a problem in a certain way or to identify key solutions. Re member, however, that your white paper should not be simply a copy of a manuscript you have sent to a publication. Having potential readers see your article prior to publication does neither you nor the magazine any favors. But it can be a report on the same topic with some of the same statistics.

In some cases, you may simply send the paper as an “FYI” to your target audience. This is a way of keeping in touch and offering valuable information on a topic. In other instances, white papers are offered as incentives to your public to take action, whether it be to fill out a survey or to mail back a reply card in a direct mail order.

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F O R U M WO R K S H O P

forumworkshop

A human resource consultant offered a white paper on gainsharing to company CEOs and human resource directors, who took the time to fill out and mail back a questionnaire surveying what companies were look ing for in contract human resource services. The offer, coupled with the chance to win a signed and numbered lithograph, yielded a better than 10% response rate.

As part of a direct mail campaign to bolster its speakers’ bureau, one employee assistance company offered 2 white papers one on drug abuse in the workplace and the other on avoid ing burnout to anyone who mailed back a business reply card requesting more detail on its speakers

MERCHANDISING YOUR WRITING

The primary way to get the most mileage from a published article is to send it with cover let ters to potential prospects or to use it in new business presentation packets. Articles can also be mailed to current clients to offer useful in formation on a topic of interest and to establish your credibility.

Bylined articles or chapters from a book you’ve written can also be used as handouts for speeches or for college or extension courses that you teach. Once the seminar attendee gets back to his or her office and reviews materials or shares it with the boss, wouldn’t you prefer that key decision makers refer to your article on the topic rather than one by some unknown au thor who may be your competitor?

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F O R U M WO R K S H O P

forumworkshop

Best of all, the more you write on a topic, the more you increase your chances of writing for more and more prestigious publications. By lines beget bylines. Editors of major magazines and publishing houses are more likely to take a chance on having you write for them if you have tested your talents first in local newspa pers or trade journals.

Call attention to your publishing credentials in your bio your company’s flyers and brochures. An attorney, who was one of the first in the country to conduct living trust seminars, mar keted a new breed of seminars by touting the fact that articles quoting him had appeared in such prestigious publications as Money, the Wall Street Journal, US News & World Report and Newsweek.

There’s No Trick to Finding Ghost Writers

If writing for you is, as a late New York Times sportswriter put it, “easy ... you just sit down at a typewriter and open a vein,” then the tourniquet for you may be a ghost writer or col laborator.

There is a plethora of professional writers who are eager to find good ghost-writing assignments. Finding them just takes understanding of how such writers get their work. A good place to start is with a professional writers’ as sociation in your community. The library, book stores, university English or journalism departments, or your local paper may know of the writers’ organizations in your town. If not, chances are a local public relations, marketing, or advertising agency may know.

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F O R U M WO R K S H O P

forumworkshop

A number of professional societies include job information hot lines or job referral services that can match you with a writer who has spe cial expertise or understanding in your field. Independent Writers of Southern California, for example, has chapters in Los Angeles and San Diego, both of which can give interested parties the names and telephone numbers of scores of good writers. Other independent writers’ or ganizations exist throughout the country. Pub lic relations or other communications professionals organizations, such as PRSA (Public Relations Society of America) or IABC (In ternational Association of Busi ness Communicators) also often offer job lines that can carry your need for a ghost writer.

Nationally, the American Society of Journalists and Authors based in New York City features Dial a Writer, a service that provides you with the names and telephone numbers of writers qualified to handle your project. You pay noth ing for the service; the writer pays a percentage of the fee he or she earns.

Literary agents are another good source for writers. Some agencies may give you the name of several writers who can help you polish your prose into a marketable work that the agent would then try to sell. Journalism departments at colleges and universities may employ pro fessors who write for consumer magazines and books, or a professor may refer you to a prize student.

F O R U M WO R K S H O P

forumworkshop

The difference between a ghost writer and col laborator is how visible the writer is on the book jacket. Typically, a ghost writer is one whose name doesn’t appear on the front of the book but is included in an acknowledgment in the first few pages of the book. A collaborator is one who is recognized under the title as a coau thor either with a byline that reads “By (Your Name) and (Collaborator ’s Name)“ or “By (Your Name) with (Collaborator ’s Name).“

No matter the prominence of the byline, writers don’t come cheap You may be lucky to find a good, hungry writer who is trying to break into magazines or book publishing who is willing to work on the come. That person may settle for a percentage of the fee once the work is sold. But, typically, you’ll get to work that way only once with that author

Any writer who earns his or her living writing soon discovers that while he or she is writing for nothing, you, the expert, are earn ing a living in your field. You have an income and a book. The writer has only a byline. Recogniz ing that writing is a pro fession only if he or she can earn a living, a good writer will charge an hourly or project fee to ghostwrite or collaborate Fees vary, but an average hourly ranges between $35 and $75. Magazine articles may be written for as little as a few hundred to as much as several thousand dollars. And book proposals’ flat fees can reach as high as $3,000 to $5,000.

continued...

F O R U M WO R K S H O P

forumworkshop

Newsweek writer Charles Leerhsen, who wrote Donald Trump’s 2nd autobiography, received a fee that publishing sources say was in the mid 6 figures. Trump: Surviving at the Top was a col laboration with a byline that read by Donald Trump with Charles Leerhsen.

While Leerhsen received no royalties with his big fee, most writers not earning top dollar will want a percentage of the advance or royalties.

While you won’t want to offer more than you can af ford, letting the writer have a stake in the book’s outcome generally guarantees that more effort will go into pro ducing a top quality work.

Getting published is an important variable in the self marketing success quotient. Don’t let the excuse that you’re not a good writer prevent you from earning a byline. What is essen tial and can never be farmed out, however, is your ability to present quality information and ideas. Your material should spark an “ah ha” in your readers and ignite them to reach greater heights. If you can prompt someone else to succeed, then you will have too.

Our next article will include:

A review of Top Self Marketing Secrets

and a new topic:

Speak Up and Often

A Platform for Increased Prospecting

continued in next issue

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