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
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.
Advertising by textad.biz
Go Ahead, click an ad, you know you want to.
Its CNN! They Want To Talk To You!
Being invited to appear on radio and television used to be reserved for top company executives and spokespersons. Until quite recently, the chance of being invited to make a media appearance was extremely small, even for the highest echelon.
Writing a Press Release: The Design Basics
Big corporations like General Motors and Coca-Cola spend thousands of dollars on press kits with specially-designed folders, full-color stationery, digital photos and lots of other goodies. Does this make a reporter more likely to do their story? In my experience, the answer is no.
PR Secrets for Small Business
Most small businesses do little to no public relations (PR) to promote their businesses. The reasons are fairly common.
Is There a Plumber in the House?
I don't know about you but I get really frustrated when I have to deal with anyone in the plumbing, heating, or electrical field. For the most part, the service is horrible, the contractors are unreliable, and the lack of professionalism is rampant.
Public Relations 8 Fix Factors
I say to business, non-profit and association managers, a key part of your job description is - or should be - do everything you can to help your organization's public relations effort as it strives to persuade important outside stakeholders to your way of thinking. Especially when it's YOUR PR program that is tasked to move those stakeholders to behaviors that lead to the success of YOUR department or division.
Press Kit Elements That Work
Considering how fundamental they are to the publicist's trade,it's always amazed me how lousy almost all press kits truly are.Your typical press kit is a bloated folder filled with puffery,hype, irrelevant information and worse.
Managers: A Key to Your Survival
Most business, non-profit and association managers live to tell about it only IF they achieve their operating objectives. Very little wriggle room there.
How to Write Press Releases That Work And Get Free Publicity
One study found that as many as 90% of the stories you read every day in the newspaper came about because someone sent a press release. Why aren't some of those stories about you?When people see you in the media, you become familiar, even famous! And it gives you credibility.
Does Your Small Business Have a Grooming Policy?
They say that image is everything and some of us have seen it all. Have you ever went into a store and just could not believe what you were seeing behind the counter? Is that a real human? Without trying to make the world into a civilization like the "Borg" there are a few things you need to think about in your small business.
PR: The Thrill of a Good Idea
The notion that a business, non-profit or association manager can actually hold a big key to success in his or her own hands IS a thrilling idea!And it becomes more thrilling as the manager actually alters individual perceptions leading to changed behaviors of key outside audiences. Then persuades those external stakeholders to that manager's way of thinking, helping move them to take actions that allow their department, division or subsidiary to succeed.
33 Reasons To Do A News Release
News releases are not the best way to get major media coverage, but they can be used to increase the frequency with which your company name appears in the press.Press releases will get you coverage in set features like business notes, and new personnel columns.
Add Some Firepower to your PR
Sure, as tactics usually presented to business, non-profit and association managers, special events, brochures and news releases are fine.But they're not the high-octane PR firepower you need to deliver growth results like new proposals for strategic alliances and joint ventures; accelerating prospect contacts; rising membership applications; customers making repeat purchases; rebounds in showroom visits, or capital givers and specifying sources looking your way.
Oprah! How to Appear on The Oprah Winfrey Show
Do you dream of being on Oprah Winfrey's television show? Lots of people do. An appearance on Oprah is considered by many to be the pinnacle of success.
10 Secrets to Get Your Press Release Noticed
It's difficult enough running the day-to-day aspects of a business, let alone trying to drum up new business as you go. But according to Shannon Cherry, APR, even if you have additional staff helping to get the word out about your products and services, location and prices, delivery and sales support, news releases can make your company grow faster.
Guerrilla PR- Chapter One
THE NATURE OF MEDIAThirty years ago, Marshall McCluhan, the father of modern communications, wrote the immortal words, "The medium is the message." Today I would amend that to, "The medium is the media.
Publicity: Financial Planners That Get It Follow One Rule
Advice about business and life often gets around to one of those "80-20" rules. As in, "80% of your business will come from 20% of your customers or activities.
How to Get PR
There is a process for successfully getting publicity about your business or organization. Publicity is no great mystery, just a thorough and strategic sales job.
Something New For Managers?
A new public relations blueprint could be a good idea if you're a business, non-profit or association manager who's not getting the important external audience behaviors you need to achieve your department, division or subsidiary objectives.You know, behaviors like more people interested in your services or products, or more capital contributions coming in the door, or more corporate membership applications hitting your desk.
PR Failure Defined
I define public relations failure this way:key audience perceptions are not monitoreda realistic, corrective goal is not setan improper, or no real strategy is selecteda persuasive, compelling message is not preparedcommunications tactics are selected mostly by hunchand no follow-through perception monitoring is done to determine progress.Failure insured! Similar, in fact, to the artillery commander who tells his gunners to point their cannons in any direction and fire them when they feel like it!No plan, no results!Why not deal this way with those external target audiences whose behaviors really have an impact on your organization?Who are they? List them in order of their impact on your operation.
How Public Relations Changes Minds
Public relations changes minds in the process of delivering what business, non-profit and association managers need more than almost anything else - the kind of key stakeholder behavior change that leads directly to achieving their managerial objectives.It happens when the right kind of public relations alters individual perception, thus doing something positive about the behaviors of those outside folks that MOST affect a manager's organization.
|home | site map|