By Steve Ashkin, The Ashkin Group

In this month’s issue of DestinationGreen, we will begin a 2 part series on becoming a recognized expert through the power of getting published.  This issue will discuss why it’s important and give you some ideas on what you can write about.  In next month’s issue (Part 2) we will give you some ideas on the do’s and don’ts of writing to be published to help you get it done.

Most successful sales people that I know work really hard at the details with their customers and find lots of ways to add value to the relationship.  I think this is especially true in the cleaning industry because most of our competitors sell exactly the same thing that we do --- come on admit it; everyone’s glass cleaner cleans the glass.

One strategy these successful sales people use is to find an interesting article in a newspaper or trade publication and gave it to one of their customers or prospect.  Or find something online and forwarded them the link.  I bet many of you reading this article have done these things.

It is always valuable to be a resource --- an information provider for our customers and prospects as a way of helping them, and differentiating ourselves from a competitor who just sells products.  This is especially true when we are auditioning for the role of the “expert”.

But there is something significantly better than just clipping an article or forwarding a weblink and that is to clip an article or forward a weblink from something you have written!

I can think of few things that offer as good a return on your investment of time and effort that will bolster your sales and help build your resume as the expert.

What’s more, getting published is actually relatively easy, especially an article on Green Cleaning.  Frankly, I know this is still true after publishing or being quoted in over 250 articles over the past 13 years (my first article was published in June of 1994).

And please ---- no excuses you owe this to yourself, your family and your company!  This is not just for fun and games.  This is about succeeding in your role as the expert and it really does translate into greater sales.  And if you think it’s hard, for those of you who are parents I want you to think about the last time your kid(s) had a homework assignment to write a two to three page paper.  If they can do it --- so can you!

Most trade publications are looking for articles somewhere between 500 and 750 words with a typical page being around 250 words double spaced --- thus two to three pages.  That’s it!

The article does not have to be everything there is to know about a particular subject.  It does not have to be perfect.  What it does have to be is interesting, simple and typically focused on one experience or lesson learned.  You simply need to teach someone just one thing --- just one, not everything!

For example, you can write an article about:

And if my list of ideas didn’t stimulate your interest, come up with one of your own.

So make a commitment to get published and start writing down your ideas.  Consider starting a file or get a blank journal so you’ll have a place to always place your ideas and inspirations.  Publishing is a great strategy and you really do have value that you can contribute to the Green Cleaning Movement.  And if you’re worried about giving away all of your secrets, don’t be.  You will benefit more from what you’re giving.  Besides someone is going to do it --- so why not you!

Remember, customers are going to be buying Green Cleaning products and services from someone, and we’d prefer that it’s from you.  Good luck selling,

Steve

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About the Author:

A 25+ year veteran of the cleaning industry, Stephen Ashkin is the author of Green Cleaning for Dummies and a tireless advocate for environmentally preferable cleaning products. Often referred to as the “father of green cleaning,” Ashkin has played a pivotal role in setting industry standards, promoting environmentally preferable products, and advocating for socially responsible practices.

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