Publishing for Profit: Selecting the Best Publisher

Reciting credentials is a tried-and-true method of building credibility. Prestigious school? Law review? Judicial clerkship? Your clients include Microsoft, Tesla, and Google? Recite every credential that might impress a potential client (or convince your current clients how lucky they are to have you in their employ).

Credential flaunting helps, but there are more effective ways to promote your practice. Rather than say you know what you are talking about, prove it. Publishing a book or article in journals your desired clients read is one of the best ways.

How can lawyers (and other ambitious people) profit by publishing? One method is to begin by focusing on your desired result. What are the best publishers for you and your work product? Here are a couple of ways to identify the potential publishers likely to provide the most benefit:

Check Google Authority Scores (for online publications)

Google uses “authority scores” to measure a website’s importance. Conrad Saam’s book Own the Map: Marketing Your Law Firm’s Address explains this well. Here is the super-simple versison:

The more important a website, the higher its authority score. Articles published in sites with high authority scores will get more exposure (due to better SEO, or Search Engine Optimization). Authority scores are computed by many factors. The details of Google’s algorithm are a trade secret, but it’s well known that a key factor, probably the most important factor, is the number and quality of other sites linking to the one being measured. Google used to call this score “Page Rank.” They dropped the name years ago, but still use the same concept.

Moz Link Explorer is probably the best way to measure site authority.

Use ChatGPT:

Last year’s trendy topic was the “metaverse.” In the Kennedy-Mighell Report’s January 2023 summary of their 2023 Tech Resolutions, both legal tech experts indicated that learning more about meta would be a priority for the year. By January 2024 things looked very different:

My second [priority for 2023] was to learn more about the metaverse and I will give myself a split grade on that. I will give myself an F for doing nothing, but I will also give me myself an A plus for dodging a bullet because does anybody know what the metaverse is anymore? I mean the past year the Metaverse basically went hidden and unknown and nobody’s talking about it anymore. So I’m not unhappy that I failed at this particular resolution.

To summarize: At the beginning of 2023, a top legal tech expert believed learning about the metaverse was important. By the end of 2024, he realized with the benefit of hindsight that studying the metaverse would have been a waste of time.
The future of the metaverse is uncertain. One thing is certain: AI is all the rage, and for a good reason, it can provide giant benefits if used intelligently. Here’s one example: the prompt I gave ChatGPT 3.5 and its response. (I subscribe to version 4.0 but reserve my quota of queries for the more difficult questions):

PROMPT: Which publishers would like an article on negotiations?
Chat GPT Respsonse: If you’re looking to publish an article on negotiations, there are several publishers that specialize in business, professional development, and leadership content, which may be interested in your submission. Here are some publishers and platforms where you might consider submitting your article on negotiations:

  1. Harvard Business Review (HBR): HBR publishes articles on a wide range of business topics, including negotiation strategies and techniques. They accept submissions for their print magazine as well as their online platform.
  2. Forbes: Forbes is a well-known business publication that accepts contributed articles from subject matter experts. They often feature articles on negotiation skills, leadership, and business communication.
  3. Inc. Magazine: Inc. Magazine publishes articles aimed at entrepreneurs and small business owners. They frequently cover topics related to negotiation tactics, deal-making, and business communication.
  4. Entrepreneur: Entrepreneur magazine focuses on topics relevant to startup founders, business owners, and aspiring entrepreneurs. They may be interested in articles that offer practical advice and insights on negotiation strategies.
  5. Fast Company: Fast Company covers innovation, leadership, and business trends. They accept contributed articles from experts in various fields, including negotiation and conflict resolution.
  6. LinkedIn Publishing: LinkedIn’s publishing platform allows users to publish articles and posts on professional topics. Writing and sharing an article on negotiations can help you reach a wide audience of professionals and business leaders on the platform.
  7. Medium: Medium is a popular platform for publishing articles and essays on a wide range of topics. You can publish your article on negotiations as a standalone piece or contribute to relevant publications and collections on the platform.
  8. Training Industry: Training Industry publishes articles, research, and insights on training and development topics, including negotiation skills training. They accept submissions from industry professionals and thought leaders.
  9. Negotiation Journal: If your article is more academic or research-based, you might consider submitting it to Negotiation Journal, a peer-reviewed publication focused on the theory and practice of negotiation and dispute resolution.
  10. Professional Associations: Consider submitting your article to professional associations related to your industry or field of expertise. Many associations publish newsletters, journals, and online content for their members and may be interested in articles on negotiation skills and strategies.

Could I do a better job than ChatGPT? Maybe. If I were willing to spend a lot of time doing so. Maybe.

Before submitting your article, be sure to review the submission guidelines and editorial requirements of each publisher or platform. Tailor your pitch or submission to fit the audience and tone of the publication, and highlight the unique insights or perspectives your article offers on negotiations.

Posted in: AI, Book Reviews, Communication Skills, KM, Search Engines, Social Media