If the goal of marketing is to get people to know about you and your business in a very professional, credible light, then media mentions, appearances, and articles present an incredible opportunity to spread the word.
I use the term media to encompass showing up in articles, being quoted, published in newspapers, in online publications and magazines, and even radio or TV appearances.
The good news? This is unbelievable PR and huge credibility for a financial professional, setting them apart (higher!) than their competition. And it’s free – this isn’t advertising.
The bad news? It may take a good deal of work and a little time for you to land in one of these media outlets with millions – or tens of millions – of followers.
Two examples:
I had a good friend and financial planner client in California who I worked with for many years. We wrote and published a whole lot of good content and, eventually, it got noticed. He got asked to show up for just two minutes on the local FOX news affiliate to talk about credit card debt or inflation or something basic like that. But it went well, and he was asked back again for a little longer. Fast forward two years and he shows up as a regular every week to appear on-air. Talk about a marketing coup! His career has launched accordingly and now he definitely doesn’t need my marketing help anymore!
My other client is on the east coast, and also a good friend now. We got part of an article we wrote published in The Streets, the sixth largest financial magazine in the U.S. with 20 million readers. He was quoted as a Streets financial expert and the article brought him free exposure you just couldn’t pay for. He’s gone on to have snippets of an article about life insurance published in YahooFinance, AOL, and others!
Again, it may take some time, a lot of submissions to the various media outlets, and grooming the media agencies that act as intermediaries to land in one of these huge magazines or websites, but it’s well worth it.
In a future video, I’ll share a few tips and best practices how to do it, but, for now, I just wanted to get this powerful marketing tactic on your radar.
Thanks again and hit me up if you need anything at all!
In service,
Norm Schriever
7thwavemedia.com