Publicity and Marketing Magic For Financial Planners: The Four Mores

Publicity will take your financial planning practice, your business, and your life to the next level. It's going to bring you:

  • more recognition
  • more credibility
  • more value to the marketplace
  • more business
It's obvious that getting more publicity ? exposure in the media ? will yield you more marketplace recognition. But how do the other three "mores" work?

By magic mostly, I have concluded. You see, there's something powerful, magical, and perhaps even a little irrational about this ? but I have found it consistently to be true:

Something special happens when you are featured or quoted in the media. Not only do more people get to see more about you, but they somehow think more of you.

The response is almost universal--and it's a marketing dream. It goes something like this: "Oh, Jennifer must be good at what she does. I see her quoted all the time."

Or ? raise your hand if the description fits ? you'll tear an article from the paper because it talks about exactly the problem or need you're facing right now.

Maybe it's a health concern. Or a personal finance question. Or maybe it's just some useful information on what type of cell phone to buy.

The article quotes someone. An expert. Someone who seems to really know the topic. "He must be good, he's in the paper." And you call them. Or, at a minimum, you make a mental note of the expert's name and you save the clipping for the day you're ready to act. Ideal marketing.

That's what we mean by more credibility. And when you think about it, it's not really so irrational.

Getting quoted in the media ? which is way different than touting your own self in an ad ? means that professional journalists have evaluated you, held you up to the light, and judged you worthy of being interviewed and quoted.

To use big words, it's called third-party validation. Instead of you saying you are worthy, they are saying it for you. Powerful stuff, no?

And when you achieve that higher level of credibility, your value in the marketplace automatically goes up. You're that expert who was on the TV news last week.

I know of one practitioner who was flabbergasted to experience this effect after he was quoted in his hometown newspaper.

"I was riding to work on the train the morning I was in the paper," he recalls, "and I couldn't believe what happened. One of my neighbors saw the story ? someone who knew me ? and he asked me to autograph it."

His value went up. And, before long, so did his business. The fourth "more."

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 102 Publicity Tips To Grow a Business or Practice. To learn more visit or call 212-243-8383.

In The News:

PR Sports Photo Flashback: Aug. 7, 2020 | Sports  Plattsburgh Press Republican
Public Relations Firms - San Antonio  New York Business Journal
DJ D-Sol drops another PR bomb  Euromoney magazine

Guerrilla PR- Chapter One

THE NATURE OF MEDIAThirty years ago, Marshall McCluhan, the father... Read More

Building Community Support for Project Permitting, Construction, and Marketing

Redevelopment is replacing new construction throughout the Greater Boston area,... Read More

Cutting Down Your Trade Show Budget

Whenever a recession or volatility threatens the economy, companies immediately... Read More

Financial Planners, Follow These Guidelines to Get Free Publicity

Be a ResourceThe media people that are likely to want... Read More

Business Community Relations 101 - Getting the Most Out of Your Chamber of Commerce Membership

Since the major part of a small business typically comes... Read More

PR: The Wildcard Marketing Strategy

What is the true purpose of public relations and how... Read More

In PR, You Pay When You Stray

Don't let yourself be diverted by communications tactics playtime. You... Read More

Marketing-Minded Financial Planners Piggyback on Topic A to Get Free Publicity

That big story the media pursue each day is what... Read More

Using Publicity As A Creative Marketing Tool

Publicity is an important and often overlooked tool of creative... Read More

Five Publicity Buckets For Marketing-Minded Financial Planners

Maybe you've seen another financial planner on TV, and thought,... Read More

Same Time Next Year: Using Editorial Calendars as Part of your PR Efforts

It's the time of year when calendars crowd out the... Read More

The Three-Mile Radius

In last year's animated film Shrek II, a giant gingerbread... Read More

How Would You Ever Know?

Your important outside audiences behave in ways that stop you... Read More

Think Big

Would you like to be the next Dr. Phil, Suze... Read More

So, How Do I Answer That?

How you answer questions depends on many factors. Example what... Read More

R.O.I. -- O.K., Heres The Deal!

You can SO measure return-on-investment for a public relations program!Try... Read More

Public Relations Strategies: Announcing News on a Press Tour

Gaining news coverage on a successful press tour requires planning,... Read More

How Managers Hurt Their PR Results

Business, non-profit or association managers hurt their own public relations... Read More

Whats Stopping You From Getting Publicity?

When I talk with business people, they tend to believe... Read More

How To Get Zero Cost Publicity For Your Business Part 2

This is the ending to my previous article, How to... Read More

Dont Need No Stinking PR?

Almost assuredly you do, especially when your most important external... Read More

Media Training: How to Tell a More Interesting Story

PRESIDENT BUSH TELLS A STORYOn March 18, 2005, President Bush... Read More

The Press Release: How to Get the Media to Pay Attention!

As many of you already know, promoting and marketing your... Read More

Youve Done PR the Hard Way Long Enough

As a business, non-profit or association manager, let the tacticians... Read More

Are You Dissing Public Relations

If you leave a star player sitting on the bench,... Read More