Feed Strategy - December 2019 - 22

22 ❙ FeedStrategy

FEED ACADEMY
BY IOANNIS MAVROMICHALIS, PH.D.

Marketing nutrition
by writing the article

W

riting is easy. We all write, and
we do it every single day: text
messages, emails, letters, shopping
lists and so on.
Writing for a captive audience (your family's
daily to-do list, for example) is easy enough. But
those who choose to read a technical magazine
(such as Feed Strategy, for example) are not
a captive audience. As such, they have
to be convinced their time will be
rewarded accordingly. As technical magazines are not read for
entertainment or release from stress
and boredom, they must offer some
other value to their readers. And, value is
the secret that distinguishes successful publications from those that come and go.
Magazines are based on an editor who directs
the magazine's content and writers who provide
articles for such content. Writing an article is not
an easy proposition, especially if you want to
accomplish a double goal: that of providing value
to the reader and at the same time helping your
message get across in a non-offensive way.

An article published in a successful magazine
is a great deal for any business as their image
increases, their brand becomes more recognized,
and their audience (read: potential customers)
expands exponentially. Thus, many forwardlooking businesses attempt to have articles
published in successful technical magazines. The
majority of them fail miserably because they fail
to understand the basic principle outlined above:
readers are no longer a captive audience; the
internet made that happen long ago.
When your sales and/or marketing people
visit a potential customer, or when you organize
an event with speakers, you have a semi-captive
audience. Nevertheless, in these cases, you can
present your marketing material, talk about your
company, products, successes, people, clients
and whatever you deem important. Whether this
approach works is another case, left for another
discussion. But that is what you do when you
address people sitting across from you. In fact,
this is what is expected of you, and it is only the
way that this message transfer attempt is made
that can be criticized.

Read blogs by Ioannis Mavromichalis: www.FeedStrategy.com/blogs/13

www.FeedStrategy.com ❙ December 2019

vasabii | Shutterstock.com

Leave the writing to the professionals if you want to grow your
audience and get your message across.


http://www.Shutterstock.com http://www.FeedStrategy.com/blogs/13 http://www.FeedStrategy.com

Feed Strategy - December 2019

Table of Contents for the Digital Edition of Feed Strategy - December 2019

Feed Strategy - December 2019
Contents
In the Mix
Industry Happenings
Mar-Jac Poultry feed mill built for capacity, expansion
A feed manufacturer’s watchlist for 2020
What feed formulators need to know about organic rations
Marketing nutrition by writing the article
Updating thinking on bioactive fatty acids in pig nutrition
Examining the components of optimal dairy cow nutrition
4 programs for the feed industry at 2020 IPPE
Advertisers’ Index
Feed Strategy - December 2019 - CT1
Feed Strategy - December 2019 - CT2
Feed Strategy - December 2019 - Feed Strategy - December 2019
Feed Strategy - December 2019 - Cover2
Feed Strategy - December 2019 - Contents
Feed Strategy - December 2019 - In the Mix
Feed Strategy - December 2019 - Industry Happenings
Feed Strategy - December 2019 - Mar-Jac Poultry feed mill built for capacity, expansion
Feed Strategy - December 2019 - 5
Feed Strategy - December 2019 - 6
Feed Strategy - December 2019 - 7
Feed Strategy - December 2019 - 8
Feed Strategy - December 2019 - 9
Feed Strategy - December 2019 - 10
Feed Strategy - December 2019 - 11
Feed Strategy - December 2019 - 12
Feed Strategy - December 2019 - 13
Feed Strategy - December 2019 - A feed manufacturer’s watchlist for 2020
Feed Strategy - December 2019 - 15
Feed Strategy - December 2019 - 16
Feed Strategy - December 2019 - 17
Feed Strategy - December 2019 - What feed formulators need to know about organic rations
Feed Strategy - December 2019 - 19
Feed Strategy - December 2019 - 20
Feed Strategy - December 2019 - 21
Feed Strategy - December 2019 - Marketing nutrition by writing the article
Feed Strategy - December 2019 - 23
Feed Strategy - December 2019 - Updating thinking on bioactive fatty acids in pig nutrition
Feed Strategy - December 2019 - 25
Feed Strategy - December 2019 - 26
Feed Strategy - December 2019 - 27
Feed Strategy - December 2019 - 28
Feed Strategy - December 2019 - 29
Feed Strategy - December 2019 - Examining the components of optimal dairy cow nutrition
Feed Strategy - December 2019 - 31
Feed Strategy - December 2019 - 32
Feed Strategy - December 2019 - 33
Feed Strategy - December 2019 - 34
Feed Strategy - December 2019 - 35
Feed Strategy - December 2019 - 36
Feed Strategy - December 2019 - 37
Feed Strategy - December 2019 - 4 programs for the feed industry at 2020 IPPE
Feed Strategy - December 2019 - 39
Feed Strategy - December 2019 - Advertisers’ Index
Feed Strategy - December 2019 - Cover3
Feed Strategy - December 2019 - Cover4
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