Financial Planners, Want Free Marketing and Publicity? The Key is Understanding the Media

Written by Ned Steele

The media need you. Needrepparttar information and expertise you offer, that is. But they are not encyclopedias. They donít serve up information. They serve up stories.

That heap of paper that thuds onto your doorstep early each morning Ė itís called a newspaper, not an information paper. And that evening broadcast you watch to catch up onrepparttar 144457 dayís events? They call itrepparttar 144458 Evening News, donít they? Notrepparttar 144459 Evening Information.

The media takerepparttar 144460 huge mass and swirl of information out there every day and spin it, by a process that seems magical but isnít, into what we all call news. Into stories. Simply put, news is whatís new. Itís what everyoneís talking about today. Whatever that may be. Or, itís whateverrepparttar 144461 news media, in their judgment, think we need to know today, so we can all talk about it tomorrow.

First, letís just get our arms around this key distinction between news and information. Itís critical to getting meaningful publicity.

News and information: two different things.

The media take a raw ingredient Ė information Ė and condense, distill, sort, and package it into a product called news. News, whether in print, on TV, orrepparttar 144462 Internet, is delivered in tidy little packages called stories.

Compared to your financial planning knowledge, news stories are unbelievably short, simple, and Ė sorry to sayóusually shallow. (Thatís not as cruel as it sounds:repparttar 144463 audience Ė your prospects Ė usually donít need to know huge amounts of information, to decide they may need your services.)

But those stories sure do packrepparttar 144464 powerful punch of immediacy, urgency, and relevance to daily life.


Information: a financial planner devotes an entire career to masteringrepparttar 144465 intricate details of investing and managing a 401(k) retirement account.

News: Congress passes a far-reaching retirement savings law. Suddenly, millions of Americans face a deadline to make financial decisions that may affect their quality of life for decades. The financial planner explainsrepparttar 144466 new law succinctly and clearly in an interview aired onrepparttar 144467 local TV news, and guides viewers throughrepparttar 144468 choices they face. The entire story is two minutes long, just right forrepparttar 144469 general public. By contrast, whenrepparttar 144470 financial planner speaks onrepparttar 144471 topic as an expert before an audience of her peers, she will present for an hour.

Five Publicity "Buckets" For Marketing-Minded Financial Planners

Written by Ned Steele

Maybe youíve seen another financial planner on TV, and thought, ďHey, Iím just as good as she. Why didnítrepparttar press pick me?Ē

Well, chances are, as you now know, they picked her for at least two good reasons:

1. She is a proficient Ė though not necessarily topĖfinancial planner, and 2. She did something, somewhere, to get on their radar screen.

Just as youíre going to learn how to do. If youíll just keep reading these articles.

Truth is, you canít just walk into a TV station or magazine office and announce, ďHere I am, expert available!Ē Itís a little more involved than that.

But itís not so hard that a smart financial planner canít figure it out. And implement your own little media plan. And use your publicity to build business. And do it without spending a ton of money on some fancy-pants PR firm.

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