You understand that getting in media doesn’t require you to be 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 people you already know – 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.

How can you find out about them? Simply ask your clients what they are reading or watching, and you’ll know exactly where you need to get your story placed.

The best way to get yourself into a media outlet is to study it first – carefully. Learning how it covers your topics, which reporters write about your areas, and how to reach them – it all becomes crystal clear once you start paying attention. This isn’t complicated or hard. Just read a few issues of publication you’re targeting.