Magazines are another great way to build up your reputation and enable potential clients to find you. Many consultants overlook this inexpensive, excellent means of advertising. Here are some ways to use magazines to your advantage.

1. Get listed in the magazine. Many magazines have annual listings of third-party tools, vendors, and consultants. Write to the top trade magazines in your field and ask them about their listings. They will usually be happy to list you, since this makes their lists bigger and provides a useful service to their customers. You can't buy better advertising.
   
   
2. Write articles. I admit this is easier said than done. Many trade magazines want articles written by their advertisers (one hand washing the other and all that). Academic magazines want lots of references and analysis for their articles. But keep trying. Once you get published in a magazine, it becomes easier to get published in that magazine or another. Some trade magazines even appreciate an independent point of view. Having published an article makes you an expert in the field—for which many companies will pay a premium.