I'm talking about the letters page of your local newspaper or favorite magazine or journal. And their occasional cousin, the opinion page.

Many people in business dismiss the letters to the editor page as the place where citizens and local gadflies vent their steam over taxes, government policies, the way pop stars and actresses comport themselves in public -- in short, whatever's on their mind. Worse, many otherwise smart people scoff at the letters page as the part of a publication where nothing important gets said or noticed.

But a closer look reveals a different truth. When you consider how much valuable space newspapers and magazines devote to letters, you'll realize an important fact: letters get big play, because editors all know that they are one of the most highly-read features of any newspaper or magazine.

And, if you take a closer look, you'll see that the really business-savvy professionals know how to use the letters page to get free publicity seen by countless readers.

I am not suggesting you write to express an opinion on some local or national issue, or anything else. I am suggesting that you use this prominent platform to showcase your expertise to prospects among the readership.

How? By linking something important but non-controversial that's currently in the news to financial advice that clients need to hear. Just as you already do with your existing clients. Some hypothetical examples:

"It troubles me that with all the recent changes in the tax law, so few people are taking the time to re-examine the tax-effectiveness of their investments. Here are 5 things people should do immediately before the ink is dry on the new bill ..."

 "People in business really have to be careful this year not to inadvertently open themselves to the possibility of employee theft. Here are a few ways to protect your small business …"

Letters columns run items like this all the time -- with the names, and often the business affiliations of the authors. But to get this exposure, you need to follow these steps:

• Identify a newsworthy topic and have something insightful to say about it.
• Don't get into whether you agree or not with a particular law or policy. Just tell people what they need to know about it.
• Keep your letters really short -- just 75 to 200 words is ideal.
• Keep your language simple and your style engaging.
• Don't promote yourself or your business. Just offer an insight or an idea.
• Do a letter for the professional or trade press that your clients -- not fellow accountants -- read. 
• Don't follow up endlessly to see if they got it and they're using it. They did, and they may. You'll know within a week or so.  If yours doesn't make it, just try again on another topic in a few weeks.

To send a letter, check the letters page and you'll usually find an email address to use. If not, send it to "letters to the editor" at the publication. You don't need a name in the address.

Sometimes you may want to say more than a few words on a topic. When that happens, consider writing an opinion article, often called an op-ed. All newspapers, and most trade publications, have them. Usually they have spots for outside experts -- like you -- to contribute to these columns. Here you can go to 700 or even 1,000 words. And when you land in this spot, you have a superb reprint to send to your mailing list.

Letters and articles establish you as an expert, and get people to notice you. Try one, and watch what happens.