There's an old African proverb:
"If you think you are too small to make a difference, try sleeping in a closed room with a mosquito."
There's a message here for financial planners who want to get free publicity exposure, and use it as a smart marketing tool to grow their practice. Actually, two messages:
--You don't need to be a big name to get big-time, business-building publicity.
--Publicity is a powerful and well-suited way tool for financial planners to get their story out.
In fact publicity, being essentially free, often packs far more punch dollar for dollar than advertising or direct mail for smaller businesses. It raises visibility, enhances credibility, and provides the best shot, for the buck, at lifting a business to the next level of growth.
In the competitive marketplace, publicity is the great equalizer. You win ? and beat out bigger rivals for free media space ? by being smarter, not by spending more. Smaller companies outscore giants in free media coverage every day -- simply by being more resourceful, effective, and proactive in publicity. With advertising or direct mail, the only way to get more exposure is to spend more.
There's another crucial advantage to publicity. Those advertising dollars ? and it's great if you have them ? buy you visibility. But publicity earns you credibility? ? if professional journalists have selected your story to present to their audience, most people believe, your product or service must be good.
Smart businesspeople use that publicity to gain more recognition, credibility, and market share. It opens doors to new business, new financing, new markets ? to any audience that responds favorably, as most people and institutions do, to favorable media coverage.
How do publicity-successful financial planners do it? They just learn how to give media people what they need to create great stories. In publicity the coin of the realm ? the ticket to success -- is good ideas and creativity, not dollars. Any company, regardless of size, can get significant media attention.
Financial planners are full of information that clients need and pay for: How to negotiate taxes and handle finances. How to protect assets. How to start and run a business. The media never stop running stories on these topics ? and all those articles quote experts like you! Look closely at the pages of the major business and personal finance press: sprinkled heavily in there, along with representatives of the industry giants, are scads of quotes from solo and small firm financial planners. Why not you?
Cumulatively, this publicity is a powerful business-building tool. And it's there for the getting. It just takes a little work in mastering the knack of how to press the right buttons that get the media paying attention. Fortunately, media savvy is like any other resource. It can be bought or rented (by hiring a staffer or retaining an agency); it can be taught, learned, and developed internally. Any of these routes is far cheaper than advertising.
For the financial planner, publicity is a lot like that stone David slapped into his slingshot when he took on Goliath. Affordable. Accessible. And, when aimed properly, way more effective than more expensive tools.
ned steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of ned steele To learn more visit ned steele or call 212-243-8383.
Beecher limo rentals ..Decide once and for all to do something about those... Read More
So you have spent hours and hours writing, shaping and... Read More
Are you working as hard as you can in your... Read More
The Public Relations (PR) industry is responsible for creating and... Read More
Think that you aren't big enough for national media coverage?... Read More
As a business, non-profit or association manager, what do you... Read More
Simply that the behaviors of their most important outside audiences... Read More
It's safe to say that we live in interesting times.... Read More
Your important outside audiences behave in ways that stop you... Read More
Some financial planners think that they shouldn't share their top... Read More
As the practice of public relations in China continues to... Read More
Something that results in your most important outside audiences doing... Read More
Reporters, by nature, are curious people.If you can get them... Read More
Sure, any publicity is good. But don't invest time and... Read More
Imagine you're in the breakfast cereal business. You make the... Read More
What's REALLY potent for a business, non-profit or association manager... Read More
Does the thought of knowing your verbs from your adjective... Read More
Press reviews are a common and basic feature for surveying... Read More
Say, from tactics like special events, brochures and press releases... Read More
When you are planning to call a reporter for the... Read More
Press releases are a useful tool for announcing news and... Read More
The practice of public relations is often misunderstood, thus overlooked... Read More
When your book is mentioned on television, sales go up.... Read More
Almost every day, I hear the same question, over and... Read More
Prior to launching a new public relations campaign, evaluate the... Read More
Bridgeview limo Chicago ..You bet! And in three ways vital to you as... Read More
A Press Release is a captive story that can be... Read More
About a year ago I read a feature story in... Read More
If you manage a department, division or subsidiary for a... Read More
Just because a publication is small doesn't mean that getting... Read More
PR that really does something positive about the behaviors of... Read More
Stripped down to its core, publicity is little more than... Read More
?makes the rules, of course.But when the gold takes the... Read More
Successful buisnesses know that media attention reaches consumers better than... Read More
Once upon a time, there was a young, stressed out... Read More
FIVE WAYS TO GET ON THE RADIOHere are five basic... Read More
You may remember Forrest Gump's Vietnam pal ? the one... Read More
Almost every day, I hear the same question, over and... Read More
When a group of outsiders behaves in a way that... Read More
Public relations and news releases are synonymous in the minds... Read More
We rely on all kinds of tools and advice to... Read More
China's media is booming creating opportunities for marketing-savvy businesses. But... Read More
Attention: Who Else Wants To Get Publicity Whenever You Want... Read More
There'll never be a better time for a manager working... Read More
As a business, non-profit or association manager, why continue a... Read More
For business, non-profit and association managers, is it publicity that... Read More
Every reporter, from the cub at the small town paper... Read More
Tracking your correspondence with reporters, via phone or email, is... Read More
The most sensible way for business, non-profit or association managers... Read More
When I search Google News for "surveys," I get nearly... Read More
Public Relations |