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.

---

Cutting Down Your Trade Show Budget

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

The Story The Media Really Wants

If you're like most of my clients, you're probably interested... Read More

How Real PR Works

For some, public relations works well when their news release... Read More

Top 10 Tips for Successful TV Interviews

1. Appearing in other types of media is the best... Read More

Effective Media Relations ? You Won?t be Talking to the Media Without It!

The media's role is to package and spread news, current... Read More

Recessions Dont Last Forever!

It could, but what if it doesn't?Will you be prepared?Will... Read More

A Great Way to Do PR

As a business, non-profit or association manager trying to get... Read More

Media Training: When Reporters Lie

I recently worked with a group dealing with an unusual... Read More

Internet Etiquette for Business Success

You're trying to recruit a downline into your program, you've... Read More

Why PR is an Engine for Economic Growth

Business, non-profit and association managers committing their public relations resources... Read More

Publicrelationistas?

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

Company Dress Codes for Small Business; Shorts and Pants

Most small businesses have logo'ed shirts, usually polo shirts with... Read More

Ramp Up Your Newsletter to Build a Strong Business

To survive in business, you've got to focus your attention... Read More

7 Tips to Get More Mileage Out of Your Online or Offline Publicity

You worked hard to get a story on your business... Read More

Permanent Press: Using Press Releases to Keep Your Company in the News

When is your best advertisement not an advertisement? When it's... Read More

How Managers Hit PR Paydirt

As a business, non-profit or association manager, you'll know it's... Read More

The Ratings are Coming

Small businesses have always known the importance of word of... Read More

4th Quarter 2003 Publicity = 1st Quarter 2004 Prosperity

As the year starts to wind down, many businesses and... Read More

Easy to be Foolish About PR

In fact, here are three really foolish goofs made by... Read More

PR - More Than News Releases

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

10 Secrets to Get Your Press Release Noticed

It's difficult enough running the day-to-day aspects of a business,... Read More

Take the High Ground With Quality PR

Quality public relations does something positive for business, non-profit and... Read More

Hispanic Media Relations Training: What to Do When Hispanic Media Call

You are a spokesperson for your company, representing it for... Read More

The Ten Ps of PR

Everyone is talking about the Ps of successful marketing, so... Read More

24 Killer Press Release Secrets

1. Your press release should sound like news, not an... Read More

Getting Free Publicity with Radio Interviews

Imagine that you are a radio producer. You have to... Read More

Seven Tips To Get Your Press Release Noticed

If you're seeking to promote yourself or your new business... Read More

10 Tips to Give Your Press Release The Edge It Needs to Make the News

Writing a press (or media) release is quite an art... Read More

E-Mail Media Releases

E-mail is becoming the preferred way to receive media releases.... Read More

Writing a Press Release: How to Write Quotes

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

Generating Publicity For Your Business: Knowing Your Media Market Is Critical

When starting a successful business venture or launching a new... Read More

Public Relations

The wind of changes...The digital world has changed the form... Read More

Publicity - How To Get Your Story on Television

A press release telling about "Stevie, the Water-Skiing Squirrel" will... Read More