Marketing-Minded Financial Planners, Dont Hold Back Information From the Media
Some financial planners think that they shouldn't share their top tips with the media.
I can see some validity in thinking this way. After all, the media is going to deliver these tips to the public at practically no charge. Then all those people who might have been paying customers won't have any use for their services.
But there's two things wrong with this:
First of all, it's true that most people are likely to use your information and never contact you. Then again, most people aren't likely to use a financial planner. The people you want to reach are that fraction that are looking, perhaps even subconsciously, for help with their investments. When they see your name in the paper, regardless of the information it is connected to, they will think about calling you.
Second, you aren't the only financial planner looking for publicity. And unless your wisdom far exceeds that of any other financial planner in the world, you'd better believe that your competitors will be offering practically the same information to the media. In the end, not only is the information disseminated after all, but you lose the chance to take credit for it.
Part of being a good media resource is delivering lots of good information. So share everything you've got. Hold back nothing. With journalists, "saving the good stuff" for paying customers is a certain ticket to becoming a media fiasco.
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.
Southern grandmothers have often said, "there are only three times a respectable person's name should be in the paper: when you are born, when you are married, and when you die." This is the one area in which I part company with my grandmothers. Publicity is more critical today for the success of a business than it has ever been. Why do I believe it's critical? Let's review what publicity ? particularly publicity in business and trade publications - can do for your business. Provides Neutral Third-party Endorsement. Even though many think the media are biased, consumers still cling to the belief that people who are quoted by the media have something worthwhile to say. Boosts Your Competitive Advantage. Positive publicity confirms for your customers that they made the smart choice when they elected to use your products or services. Enables Referrals. Your "smart" customers become evangelists by handing out articles about you to their business contacts. Shortens Your Sales Cycle. Media coverage often does a better job of explaining what you do than an ad can. So, readers will have a level of knowledge about you before you meet. Builds Your Marketing Library. Print and web-based articles can become excellent marketing material that costs little to develop. Positions You. Publish or perish is the academic motto. Experts from outside the world of academia also know that by being quoted by the media they can improve their position as industry experts. Builds Value. For every speaker like Tom Peters earning thousands of dollars for appearances, there are hundreds who are paid a pittance for speaking engagements. Can you guess the difference? As you can see, there are a wide variety of reasons for you to be publicizing yourself and your business. Just this once, don't listen to Grandma. Go get your name in the paper.
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