And it has broad implications for our community, given number of young professionals in area, just beginning to think about retirement planning."

Or… “Bob, I saw your story last week on retirement planning by young professionals. Did you know that these folks are already leaning more towards index funds than traditional mutual funds? Would you like to know more?”

Trust me, every mutual fund reporter worth his or her weight in stock certificates is going to listen very closely to you.

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.