Financial Planners, Why Advertise When Free Publicity and Marketing Is Better?
Commit this to memory, please: To get in the media, being good is good enough.
You don't need to be perfect, or even the best in your profession. There's no elaborate entrance exam or competition to determine who gets media coverage.
The prize goes to those professionals who are competent or better, and who understand how to play the publicity game.
I have absolutely nothing against advertising as a means of getting exposure and a wider audience. In many cases, it's just what you need, and deserves a spot in your marketing mix.
But (have you noticed?) it is expensive, isn't it? And, in the end, it's still you saying you're great, which isn't as good as them saying it. I just think of it this way:
Advertising ? buys you visibility
Sure, you're good. But, let's face it. So are many of your financial planning peers and competitors. But you can be the one who gets into the media. Because you knew how to get a reporter's attention.
You understand that getting in the media doesn't require you to be the best financial planner on Earth.
I am also a big believer in direct mail marketing. It's a superb tactic to build ongoing relationships with clients, customers, and prospects.
But, unless you're ready to cough up big bucks to buy mailing lists, it limits you. You can only reach the people you already know ? the ones in your database. All those people will get to know you better, and that's good ? but you won't be meeting any new prospects. To do that, it's either spend on lists or advertising, or learn how to get yourself some free publicity.
Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.
How to Take Advantage of Public Relations
Decide once and for all to do something about those outside audiences whose behaviors affect your organization the most.
Managers: Paying for PR-Lite?
As a business, non-profit or association manager, your public relations expenditure may give you names in the newspaper or product plugs on radio. But what about key stakeholder behavior change ? the kind that leads directly to achieving your managerial objectives?
A Great Way to Do PR
As a business, non-profit or association manager trying to get a bang for your PR buck, you could pretty much concentrate on simple print and broadcast mentions or, for that matter, the whole basket of tactical public relations weaponry including old favorites like high-visibility speech appearances and newsworthy special events.
Publicity - How to Write a Headline That Will Garner Free Publicity
Taking your ad and turning it into paragraph-style prose is not a press release ? chances are it will only lead the publisher to call and invite you to run it as a paid ad. A press release is for news or for information about a topic the audience needs to know.
Imagine PR Like This Helping You
As the kids say, how cool is this?
33 Reasons To Do A News Release
News releases are not the best way to get major media coverage, but they can be used to increase the frequency with which your company name appears in the press.
Company Dress Codes for Small Business; Shorts and Pants
Most small businesses have logo'ed shirts, usually polo shirts with logos, this is typical in American Business. But many small businesses either do not have a dress code for pants and shorts or they have one, but rarely enforce it. Others take the approach that unless something is way out of line, the small business owner just doesn't say anything. What is you dress code in your small business? Is it an unspoken dress code? If so you are not alone.
Press Release Preparation
Small Business Owners should send press releases out at least once a month to local newspapers, cable TV, local magazines and radio stations. You will be surprised how often they get published or air time. After doing this a while you can figure out what types of news get the best results. Some typical and simple press releases can be new employee hirees, new accounts with large local corporations or non-profit endeavors you are assisting with.
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When you are planning to call a reporter for the first time, it can help to imagine that you are a phone solicitor (albeit one with terrific, useful ideas).
How to Write a Media Release That Wins You Coverage & Exposure
The Today show? The New York Times? Vanity Fair? What's your dream hit? While nothing inspires more fear and trepidation in public relations professionals than media relations, it doesn't have to be complicated. There are 2 keys to a press release... the Headline and making sure it doesn't sound like an advertisement, but more like it is news.A media release (which also goes by its former name, the press release) is a one page, double spaced, single-sided document designed to transmit news about books, products, and people. Don't forget that real live people, editors and producers, must pull the release from the fax machine and be motivated to read it.
Transparency in Online Transactions
In these days of every increasing demand and competition, there is a considerable choice available to the cautious consumer. People have the choice of various types of media, if they are looking to shop for any particular product.
How To Get Zero Cost Publicity For Your Business Part 1
Would you like to expand the volume of your business? You can let thousands know about your service, your store, or your new product without spending a penny. Whether you want to make more sales or get an offer on television, you can broaden the scope of your clients by free publicity.
So, How Do I Answer That?
How you answer questions depends on many factors. Example what type of situation is it. Are you working with your colleague or talking with your boss. Are you doing an interview with the media or announcing a breakthrough with your business.
Can Your PR Game Plan be Salvaged?
If, as is often the case, you are preoccupied with comm-unications tactics instead of working a plan to actively pursue those outside audience behaviors that stop you from achieving your objectives, the answer is yes.
Media Relations: What To Do When Youre Misquoted
When ABC News anchor Peter Jennings announced he had lung cancer last month, reporters who cover the media went into breaking news mode.
Same Old, Same Old PR Still Tops
Like human nature over time, the power of good public relations remains the same.
PR Power: How to Write a Killer Press Release
I'm what we in the business (the "business" being journalism) call a poacher turned gamekeeper -- that is, a journalist turned press officer. As a reporter I spent a huge part of my day sifting through a slush pile of press releases, all sent out by eager business owners desperate to get some publicity for their latest project. As a press officer, I was the one writing the press releases and trying desperately to get them published.
Marketing-Minded Financial Planners, Make Your Web Site a Resource for the Media
Reporters, by nature, are curious people.
5 Critical Tests Every Press Release Must Pass
You've heard "them" say it, haven't you?
Killer Press Kits - Press Kits That Demand Attention
So, you've had your book published or you've gone the self-published route, but what do you do now?
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