Financial Planners, Why Advertise When Free Publicity and Marketing Is Better?

Commit this to memory, please: To get in the media, being good is good enough.

You don't need to be perfect, or even the 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 the 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 the 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 the one who gets into the media. Because you knew how to get a reporter's attention.

You understand that getting in the media doesn't require you to be the best financial planner on Earth.

I am also a big believer in direct mail marketing. It's a superb tactic to build ongoing relationships with clients, customers, and prospects.

But, unless you're ready to cough up big bucks to buy mailing lists, it limits you. You can only reach the people you already know ? the ones in your database. All those people will get to know you better, and that's good ? but you won't be meeting any new prospects. To do that, it's either spend on lists or advertising, or learn how to get yourself some free publicity.

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 http://www.MediaImpact.biz or call 212-243-8383.

In The News:

The Pandemic will Hasten Changes in PR and PR Agencies  PR News - For Smart Communicators
PR Sports Flashback Photo: May 28, 2020 | Sports  Plattsburgh Press Republican

Publicity: The Right Way for Marketing-Minded Financial Planners to Follow Up with a Reporter

Let's say you've called a reporter with some ideas for... Read More

Public Relations Strategies: Focus PR Campaigns with Media Coverage Analysis

Prior to launching a new public relations campaign, evaluate the... Read More

Media Relations: Minority Media Matters

Your boss just stopped by your office. He tells you... Read More

How To Get Radio-Active PR For Your Non-Profit Cause: Part Two of Three

FIVE WAYS TO GET ON THE RADIOHere are five basic... Read More

Transparency in Online Transactions

In these days of every increasing demand and competition, there... Read More

Guerrilla PR- Chapter One

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

Sending Samples With Your Press Release-- should you or shouldnt you? Heres a guide?

When you should send samples with your press release:1) When... Read More

How Would You Ever Know?

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

PR: How Sweet It Is!

The public relations goal and strategy make sense; the message... Read More

Does the PR Blueprint Work?

Managers, please take a minute and read two sentences: People... Read More

Crisis Management

The Internet may have opened worlds for businesses and consumers,... Read More

How Marketing-Minded Financial Planners Get Publicity

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

Publicity: Five Tips for Calling a Reporter

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

Publicity Performance Not Enough?

Even after a nice piece in a national publication, or... Read More

Are You a PR Chowderhead?

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

Foolproof Publicity for Marketing-Minded Financial Planners

They'd hate to admit it, but the media is pretty... Read More

GETTING YOUR MESSAGE ACROSS

You have a story to tell. Your company has developed... Read More

Are You Dissing Public Relations

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

The Press Release is Dead (Now Will Somebody Please Tell the Clients?)

In competing for a piece of business not too long... Read More

A Sensible Way to Use PR

The most sensible way for business, non-profit or association managers... Read More

The Press Release Method to Get Great Publicity

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

What You Dont Know About PR Can Hurt You

And hurt bad if you are a business, non-profit or... Read More

Three Communication Secrets of The Great Communicator

I've worked in media and public relations for 20 years,... Read More

Managers: Super-Charge Your PR

Ain't a gonna happen unless business, non-profit and association managers,... Read More

What Determines PR Success?

As a business, non-profit or association manager, occasions will arise... Read More