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OPINION
Publishing an article with a client strengthens relationships, enhances visibility, and fosters long-term collaboration while showcasing project success. A business development grand slam
C lient relations are critical to solidifying business relationships, which are hopefully converted to future projects. One frequently overlooked aspect of client development is pursuing publication of an article. Whether celebrating a successful assignment, detailing an innovative design, or highlighting cost or time savings, having an article written in concert with a client is not merely a business development home run – it’s a grand slam.
Andrew Cushman
Full disclosure, there are numerous reasons being published is valuable, from positioning as a thought leader/industry expert to brand recognition to describing for all readers the competitive advantages brought to an assignment. However, for this exercise, the focus is the underrated benefits of interacting with a current client. Just the initial “ask” about publishing an article sends a client multiple positive signals. First, it indicates satisfaction and caring about an achievement accomplished in partnership with them. Second, by investigating where an article can be published, plotting the strategic pitch, and facilitating this ancillary work for the client’s benefit, it is a step competitors are not offering. Finally, the client can’t help but notice the industry connections required to secure an article’s publication.
Engaging with a client for an article provides increased facetime, bolstering interaction, and does so in a significantly less stressful arena than the typical day-to-day challenges of a project. This interaction is easier. It is free-flowing. There are no budget or schedule concerns. Stripped down to the core, it is two people working together to celebrate a common triumph. It is also where uncommon bonds can be formed. Bonds that last. Another important factor is that at virtually all AEC firms, the heavy lifting for articles is handled by marketing or corporate communications staff. These departments not only have the resources available to ghostwrite these articles on behalf of technical professionals, but they are always eager to do so.
See ANDREW CUSHMAN , page 10
THE ZWEIG LETTER MARCH 3, 2025, ISSUE 1575
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