A few years ago, a staff writer from the ABA called and asked to interview me for an article on marketing. When the interview was done, I asked her if a "resource box" would appear at the end of the article. Typically, this includes the name and email address or web site of the interviewee. It might also list the title of a recent book they have authored. A resource box is important–it gives readers a way to find you, dramatically increasing the number of leads or subscribers to your newsletter and, ultimately, the number of clients for your services.
The writer told me no, there would be no resource box, no email or link to my web site. ABA policy.
I asked her why. I mentioned that if someone liked what they read and wanted to contact me or find out more about how I could help them, they would have no way to do that. She said they could enter my name in a search engine and find me the same way she did, or, if they contact the ABA, they would tell them how to reach me.
"Wouldn’t it be simpler to put a link at the end of the article?" I asked. "Doesn’t it makes sense to make it as easy as possible for your readers to find the resources they read about in your publication? Why make them take extra steps?"
She said if they did that, it would be a "slippery slope". I had no idea what she meant, either, but I let it drop.
I let it drop because even if nary a reader goes to the trouble of figuring out how to find me, the interview has been of value to me:
1. I have the ability to SAY I have been interviewed by the ABA. This has value in my bio, in my introduction at speaking engagements, and as a credit in landing writing assignments (or interviews) with other publications.
2. I can get REPRINTS of the interview and enclose them with my marketing materials.
3. I get my name in front of hundreds of thousands of ABA readers. A paid ad of comparable size would cost many thousands of dollars and would not have the same cache.
Considering that the interview took all of 15 minutes and didn’t cost me a cent, I’m a happy camper. I just feel bad for all those readers who won’t take the time to find me, and, as a result, be denied the benefits I offer.
