Master the Media and Enjoy the Dividends
Financial advisors, there is no better marketing opportunity than to give your perspective through the media. You’re giving samples of your expertise and strategic thinking. And there is the added benefit of third-party endorsement.
There’s tremendous value when a prospect says, ‘I saw you on cable. I saw you in The Times.” So if you’re wondering why your competitor down the street is regularly mentioned in the paper and others barely know your office exists, I've prepared seven steps you can take to put your name in the public’s eye.
#1 Know Thyself
Before offering yourself as an expert, be sure you truly are one. Don’t try to be an authority on every financial planning issue. Two to three areas are usually enough.
#2 Know the Media
Learn which media is important to your clients. Do they prefer the local paper’s financial columnist or are they Power Lunch viewers. This will help you refine your media outreach efforts.
#3 Identify the Writers
At each outlet you target there will be writers/editors specializing in business areas. Learn which writers or editors cover the areas you wish to promote. At radio or at cable stations this person will be a producer.
#4 Have News
Hard news is always easier to promote than soft features. Should there be something new that impacts a publication’s readership, send a friendly e-mail to the right reporter or editor. After explaining why it’s important, offer yourself as someone who can provide commentary on the issue.
#5 It’s Not Your Commercial
Providing editorial commentary is not an opportunity to tell the world how great you are. You’re being called upon to provide objective, unbiased insight.
#6 Be Kind
Do not use the media to disparage competitors and/or former partners and associates in even the slightest way. It usually backfires.
#7 Be Honest
Should a reporter call, be courteous, honest and respect their deadlines. If you’re not comfortable or qualified to respond let the reporter know. Providing incorrect or misleading information will do more harm than good.
Still not convinced on the power of media relations? Consider that if reporters are not calling you, then they’re calling someone else. Wouldn’t you rather see your name in the paper than a competitor’s?
To learn more about Joseph Finora, visit www.josephfinora.com.