What Marketing-Minded Financial Planners Say to Get Free PublicityWritten by Ned Steele
You can have dozens of marvelous ideas to get free publicity, but nothing will happen unless you pick up phone and call a reporter.Here's where publicity game gets interesting for marketing-minded financial planners. You’ve been tracking reporters – you know who covers your topics. You’ve been tracking Topic A’s and trends affecting your market. You’re ready! When you call a reporter, you’re going to say something like: "Hi, Bob. I’m Stephanie Smart, and I am a financial planning consultant in town. I see you cover mutual funds, and I thought you might be interested in this. Did you know that about two-thirds of my clients lately have been asking me for help with picking right index fund? It’s a fascinating switch from what I’ve been seeing in past."
| | Financial Planners, Why Advertise When Free Publicity and Marketing Is Better?Written by Ned Steele
Commit this to memory, please: To get in media, being good is good enough.You don’t need to be perfect, or even best in your profession. There’s no elaborate entrance exam or competition to determine who gets media coverage. The prize goes to those professionals who are competent or better, and who understand how to play publicity game. I have absolutely nothing against advertising as a means of getting exposure and a wider audience. In many cases, it’s just what you need, and deserves a spot in your marketing mix. But (have you noticed?) it is expensive, isn’t it? And, in end, it’s still you saying you’re great, which isn’t as good as them saying it. I just think of it this way: Advertising – buys you visibility Publicity – earns you credibility Sure, you’re good. But, let’s face it. So are many of your financial planning peers and competitors. But you can be one who gets into media. Because you knew how to get a reporter’s attention.
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