The ‘Letters to the Editor’ page is one of the most popular sections of your local newspaper.

Most people don’t see it as a tool to get free publicity. But if written correctly, it can be a great way to increase your visibility, credibility and be recognized by your community as a leader in your field.

One of our clients is Clint David, a Dallas attorney. He came across a study that showed that in most cases, people were better off taking the first offer and settling than going to war in court and racking up legal fees.

Clint is passionate about raising the reputation of attorneys, so he decided to write a ‘Letter to the Editor’ of the Dallas Morning News. It was printed more than two years ago and yet, even today when you Google the name “Clint David” it’s the very first item. Take a look and you’ll agree that in terms of branding himself as an honest lawyer, he couldn’t have done a better job:

Click here to read his ‘Letter to the Editor’

Here are some tips to improve your chances of getting published:

Get to the point — Most papers have guidelines for length, so read the rules and make every word count.

Don’t sound like a commercial — Your letter shouldn’t be a sales pitch for your services. If you go back and study Clint’s letter, the only ad is the very last line that includes his contact information.

Be Timely — If you study the news, you’ll find something that you want to weigh in on. Let the editor know that you’re responding to something that’s been in the paper. Many times the first one to write in wins.