 Category :: PR Articles |
Author :: Ned Steele  |
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| Article Title :: Financial Planners, Want Free Marketing and Publicity? The Key is Understanding the Media |
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| The media need you. Need the information and expertise you offer, that is. But they are not encyclopedias. They don’t serve up information. They serve up stories.That heap of paper that thuds onto your doorstep early each morning – it’s called a newspaper, not an information paper.And that evening broadcast you watch to catch up on the day’s events? They call it the Evening News, don’t they? Not the Evening Information.The media take the huge mass and swirl of information out there every day and spin it, by a process that seems magical but isn’t, into what we all call news. Into stories.Simply put, news is what’s new. It’s what everyone’s talk (read full article) |
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| Category :: PR Articles |
Author :: Ned Steele |
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| Article Title :: Marketing-Minded Financial Planners, Create Your Very Own Story to Get Free Publicity |
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| One big mistake that many marketing-minded financial planners make when contacting the media is to drop what's called an "information dump."Sending a reporter statistics on the growth of your business (no matter how impressive) or on the success rate of your stock picks (no matter how propitious) will simply overwhelm them and will not garner publicity.What reporters want is a story – a smaller piece of information that is likely to hold their attention and help their readers, viewers or listeners.Help the media slice and dice your professional knowledge into bits they can use. Pre-slice and dice it for them. Because when you do, you increase our odds of getting pub (read full article) |
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| Category :: PR Articles |
Author :: Ned Steele |
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| Article Title :: Financial Planners, Follow These Guidelines to Get Free Publicity |
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| Be a ResourceThe media people that are likely to want to speak to financial planners are usually working on stories that will help people: help them get out of debt, make smarter investment decisions, or save for retirement.They look to financial planners to be a resource for these people.When you become a resource, the media will come back to you again and again.A resource on what? On the same subject matter and topics that are the everyday stuff of your business, your practice, your interaction with clients and customers.How you can help people - that's your story.You Are NEVER the StoryUnless you’re a Hollywood star or so (read full article) |
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| Category :: PR Articles |
Author :: Ned Steele |
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| Article Title :: Financial Planner Marketing - Problems Are Good (For Financial Planners Seeking Free Publicity) |
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| A common complaint you'll hear is that the media is fixated on negative stories.But, let's face it, that's what people watch. Jerry Springer and Maury Povich wouldn't make millions of dollars a year if people hated watching spouses fight and jilted lovers weep.And have you ever heard of a publication or show that thrived on telling happy stories about good news?The fact is, the media love problems. The more problems you help clients or customers deal with, the better.People, bless their sick little hearts – and by extension the media too – love to hear about problems. Especially when you can discuss them intelligently. Especially when you can help them solv (read full article) |
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| Category :: PR Articles |
Author :: Ned Steele |
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| Article Title :: Financial Planners Publicity and Marketing - Live By The Calendar |
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| The media live by the calendar. Your story pitch might miss the mark with them the first time out, solely because it’s out of whack with the seasonal cycle (obvious examples: just try pitching another tax story on April 16, or offering the media your 10 tips on backyard barbecue safety the morning after Labor Day).But come back when the time’s right, and you just might be golden: Personal finance and the 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 the calendar and fill out a whole year’s worth of media stories (read full article) |
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| Category :: PR Articles |
Author :: Ned Steele |
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| Article Title :: Marketing-Minded Financial Planners, Don't Hold Back Information From the Media |
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| Some financial planners think that they shouldn't share their top tips with the media.I can see some validity in thinking this way. After all, the media is going to deliver these tips to the 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 (read full article) |
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| Category :: PR Articles |
Author :: Ned Steele |
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| Article Title :: Your Financial Planning Clients May Hold the Key to Free Publicity |
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| Every reporter, from the cub at the small town paper to the high-paid anchor on 60 Minutes, dreams of finding a lead to that news story that everyone will want to read.Any marketing-minded financial planner will start to do the same if they are serious about getting free publicity through the media.See, the media has a pretty good idea of what appeals to the public. That's a big part of their job--determining what stories are likely to attract their customers: readers, viewers or listeners.You must develop this skill as well.Luckily, you talk to the media's customers every day--they are your clients. They can help you determine what tips, tricks and trends are (read full article) |
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| Category :: PR Articles |
Author :: Ned Steele |
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| Article Title :: Financial Planners Garner Free Publicity by Making it Easy for the Media |
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| Would you advise clients to buy a stock based on the say so of an investor relations person, or something you overheard at a restaurant? Of course not. You want to see at least some independent research before suggesting it be added to your clients' portfolios.Media people are just as protective of their "clients," the reading and viewing public.Your word about a new trend in investing or the latest tip for retirement planning might be enough to get a media person interested, but it usually won't be enough information for them to write a whole article or create a television segment.Most times, they’ll need more than your timely information and juicy quotes to comple (read full article) |
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| Category :: PR Articles |
Author :: Ned Steele |
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| Article Title :: Marketing-Minded Financial Planners Piggyback on "Topic A" to Get Free Publicity |
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| That big story the media pursue each day is what I call Topic A. And even if it doesn't seem to have anything to do with financial planning, it often lead to huge media visibility for you.Often, Topic A has a controversial element, such as when tax cuts or Social Security is being discussed.The last thing that you want to do is pick sides on a controversial issue--unless you want to cut your prospect base in half by offending 50% of the audience.But as an independent expert providing objective, valuable, nonpartisan insight and analysis, you can stay above the fray – and still win points.You could beat your head against a wall twelve months a year, trying to (read full article) |
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| Category :: PR Articles |
Author :: Ned Steele |
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| Article Title :: Financial Planners Publicity - Don't Wait, Media Folks Want Your Free Publicity |
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| Looking to get your name into a magazine? You need to be thinking ahead--way ahead. Magazines start planning their issues as much as six months before their publication date.In January, when you are muttering about the expensive heating bill, magazine writers are penning tips about staying cool. In June, while you lie on the beach, they are researching the hot new Christmas toys.If you call a magazine reporter in March with tax tips for April 15th, they will be more than a little bit annoyed. They finished their tax articles months ago and are working on back-to-school pieces.When you have a story pegged for a specific date, contact magazine folks as far ahead of time (read full article) |
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