Retailers Forum October 2022 EMAG

forumworkshop
FORUM WORKSHOP
(To American Way) – Jim stormed out of the department
meeting disgusted with the resistance
to his ideas for boosting sales in a sagging account.
“What’s the use of coming up with innovative
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 trouble
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 intrigue,
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 experts
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, attach
a self-addressed, stamped envelope
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 editors
may also be making the same decision.
continued...
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