Maximizing the ROI of your Words

The wise and quotable Winston Churchill once said, “There is no such thing as public opinion. There is only published opinion.” These are words I took to heart when I was tasked with an unexpected challenge: to get published within 60 days.

For some, public speaking is the stuff of nightmares. For others, the thought of writing something that other people might actually read is enough to induce panic. I tend to fall into the latter category. By thinking of myself as a brand, however, it’s clear to see the benefits that come with being published.


1. Heightened awareness.

Brands want awareness, but it’s not enough just to be known. Your brand should be known for the value it offers and what sets it apart from the competition. Being published gives you a chance to showcase your brand’s personality. It also puts your name in front of a wider audience, including those outside of your industry.


2. Thought leadership wins business.

While there might be many experts in your field, not all of them are out there talking about their ideas. Getting published establishes your organization as an industry leader, which can give you an edge when pitching new prospects.


3. Visibility attracts talent.

As challenging as it can be to win business, it can be even harder to attract top talent. Who wants to work for a brand they’ve never heard of? Unless a company is doing something truly groundbreaking, people gravitate to brands they know and trust.


 4. Trust builds networks.

As social media has shown us, shared values and ideas build trust. When you publish, you open up topics for discussion. Here’s where you can gain valuable feedback, comments and recommendations from your peers and followers.


5. Writing helps you become a better writer.

This may seem obvious, but it’s important to remember! Like most skills, writing gets better with practice. Getting published is a sure-fire way to boost your confidence, and ultimately, your brand.




Charity Poage is vice president of account services at MMI Agency.

Leave a reply

<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>