No matter how good you are at what you do, you have to get the word out. Even if you have built a better mouse trap those millions of people wont be beating on your door if they done know where to find it.

You have to get the word out- third party referral is a great way to get business. The proliferation of networking groups bears witness to the success of this concept. The very best kind of third party referral is an article about you, your company or your product in a credible publication. The answer is -- get published.

But I'm not a writer, you say. If you know your subject well and you're passionate about it you can probably put a decent article together. If you don't have the time or the inclination to write it yourself, hire a writer. They can either write the entire article or polish the final version for you.

An article published under your by-line gives you instant credibility. If it's written it must be true, is how people think. If it appears as an article by the staff of the publication it may even carry more weight, as it then has the endorsement of that publication.

As more and more articles appear in print you become a recognized expert. This builds recognition and relationships that lead to business. You will get asked to write other articles and invited to speak on your subject.

Don't start by shooting for the moon -- start with local publications and trade magazines. They are always looking for material. Look online too -- there are thousands and thousands of e-zines being published everyday. Find the ones that cover your subject and start a dialogue with the publisher. Send them your resume and suggest a specific story idea for an article.

For example don't offer to write about health and wellness. It is too broad. "Raw food salads in five minutes -- the fast food way to radiant health" is a specific story idea.

Even the small trade magazines are looking for news or new ideas about known subjects. Give your article a fresh slant. Find something that will appeal to the readers of that publication. Do your homework and read the publications before you send them anything.

Once you get an article in print make it work for you. Make reprints and send it to clients and prospects. Make an audio version on tape and send it out -- many people like to listen in their cars. Put in on your website and use it in your marketing materials. Submit it to other publications too.

Marketing guru Al Ries says only publicity can start a fire -- advertising is there to fan the flames. One of the best-kept secrets in marketing is: advertising doesn't work when marketing publicity is not done first.

Word of mouth is still the most powerful marketing medium. And now we have the Internet where 'word of mouse' can ignite a viral marketing happening.

Get your name in lights on other websites and relevant e-mail magazines.

Getting published makes you well known and well thought of. It is a vital part of building your reputation and your image. And it pays dividends.

Sally Falkow