Marketing-Minded Financial Planners, Don't Hold Back Information From the MediaWritten by Ned Steele
Some financial planners think that they shouldn't share their top tips with media.
I can see some validity in thinking this way. After all, media is going to deliver these tips to 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 paper, regardless of information it is connected to, they will think about calling you.
Financial Planners Publicity and Marketing: Live By The CalendarWritten by Ned Steele
The media live by calendar. Your story pitch might miss mark with them first time out, solely because it’s out of whack with seasonal cycle (obvious examples: just try pitching another tax story on April 16, or offering media your 10 tips on backyard barbecue safety morning after Labor Day).
But come back when time’s right, and you just might be golden: Personal finance and holiday season… Record keeping techniques for tax time... Saving for college at back-to-school time.
In fact, for just about any topic, with a little thought and creativity, you can work your way through calendar and fill out a whole year’s worth of media stories based on seasonal tie-ins. You probably won’t land every story, but you will increase your results dramatically simply because you are stepping up to plate – and getting to contact reporters – more often.
Following seasons is one of best – and easiest – ways to slice your topic.
Here’s one example. Let’s say our topic – we consult, write, and speak about it for a living – is time management. A yearlong spin through calendar might start with this: