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:

Why Not to Use a PR Agency  Business 2 Community
Q3 2019: WPP PR Firms Down 0.9%  The Holmes Report
AI ethics guide is a PR exercise
PR School Board debates policy language  Park Rapids Enterprise

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

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

Financial Planners Publicity - Dont Wait, Media Folks Want Your Free Publicity

Looking to get your name into a magazine? You need... Read More

Guerrilla PR- Chapter One

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

The Press Release Method to Get Great Publicity

If you have had any experience in public relations or... Read More

A New Idea For Venture Capitalists

Obviously, it hurts when a promising business project you backed... Read More

Are You a PR Chowderhead?

You are if you stand by while your public relations... Read More

Auto Detailing Public Relations; United Way Withholding

As a mobile detailing company it is important to have... Read More

Whats Stopping You From Getting Publicity?

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

How To Write More Powerfully For PR, Offline And Online

Years ago when my Dad owned a group of local... Read More

Ready For A Business Recovery?

Who wants to face the challenges of a business recovery... Read More


Is that what we are? Fanatic, over-the-top disciples of some... Read More

How Marketing-Minded Financial Planners Get Publicity

You've probably noticed, if you live on this planet, that... Read More

Underestimating the Power of In-House PR

Do small-business owners always have to rely on large PR... Read More

PR - More Than News Releases

Public relations and news releases are synonymous in the minds... Read More

Cultivating Positive Media Relationships

Some people think that publicity is all about paparazzi snapping... Read More

How to Write News Releases that Get Noticed

What do you do with junk mail? Are you like... Read More

Is This Any Way to Run Your PR?

You bet!Especially for business, non-profit and association managers who REALLY... Read More

How Video Production can be used in PR

At the core of any successful public relations campaign is... Read More

Publicity: Five Tips for Calling a Reporter

Always ask, "Is now a good time?"Deadlines in journalism are... Read More

Your Financial Planning Clients May Hold the Key to Free Publicity

Every reporter, from the cub at the small town paper... Read More

Detailing The Famous Kentucky Derby Train

The annual detailing of the Kentucky Derby Train is an... Read More

Writing a Press Release: How to Write Quotes

Ideally, you will have two types of quotes in your... Read More

The Power of Radio - Tips for Great Radio Interviews

Many people are intimidated by radio interviews, whether live or... Read More

Do You Have A Press Package?

How do you make a friend of the media? A... Read More

Talk Radio Success

You do not have to hire a publicist or advertise... Read More