You need to build credibility with clients You need to have them see you as a trusted source You need to have them think of you as an expert in your field They need a reason to choose YOU instead of a competitor Publicity can help you accomplish this This is even more important for a financial advisor who can’t use testimonials from clients! The media gives you their implied endorsement when they write about you and use your comments and print your picture.
Do it yourself – but you don’t know how and frankly, your time is better spent getting new clients and servicing existing clients Hire a PR firm – expensive – 3-6K per month and results are NOT guaranteed Use PR LEADS – explain what it is When you get a PR LEAD you are going to know 2 things: The reporter is definitely going to write a story about this They don’t know who to quote. Because if they did, they wouldn’t be using us! That means you have a good chance to be quoted so you get the publicity you want!
Financial websites – Great for search engines and links to your website
Tips on how to respond effectively Personal training on the phone with me I’ll review your responses and give you tips on how to improve – or congratulate you on a job well done Most people “get it” within 2-3 responses Unlimited support
PR is part of the sales and marketing process Current clients can switch to a competitor Prospects need one more reason to buy Fripp quote: It is not your client’s responsibility to remember that you are still in business.
ATPI - janal-publicity-PowerPoint Template
How to Build Your Business with
Why do you need publicity?
Stand out from competitors
“Testimonials” from the media
How can you get publicity?
Do it yourself
Hire a PR firm
Use PR LEADS
What does a lead look like?
What Does It Take for a Second/Third-Generation Small-Business Owner to Survive? --
The Courier (OH)
What characteristics or temperament does a second- or third-generation small-business
owner need to survive? What challenges do they face? Contact: Lou Wilin,
Submitted By: Lou Wilin
Organization: The Courier (OH)
Need leads by: Aug 05, 2016 07:00 PM ET(America/New_York)
Organization URL: http://www.thecourier.com
• Tax Implications for Those Just a Few Years out From Retirement -- Money
Matters Radio Show
For over 20 years, "Money Matters," Scott Hanson and Pat McClain’s
weekly call-in talk radio program, has fielded thousands of questions from
callers. Now we are making a change by introducing guests for the first
time in years. We’d like to talk to someone with first-hand knowledge on
tax implications for those just a few years out from retirement. We are
looking for professors, CPAs or experts in the field of taxes. We are
looking for guests that are available to come to the radio show recording
on Aug. 10. Check out segments from the radio show at
http://radio.moneymatters.com. Contact: Jasmin Flores,
Submitted By: Jasmin Flores
Organization: Money Matters Radio Show
Need leads by: Aug 04, 2016 06:00 PM ET(America/New_York)
Organization URL: http://radio.moneymatters.com
• Opening Brokerage Account -- The Street
How is easy or hard is it to open a brokerage
account? A lot of companies claim that you can do
it simply and mostly online. That's not necessarily
the case. Email responses preferred. I'm a
freelancer. Contact: Ellen Chang,
Submitted By: Ellen Chang
Organization: The Street
Need leads by: Jul 29, 2016 05:00 PM
Organization URL: https://www.thestreet.com
What kind of publications use PR
Top U.S. dailies
US News & World Report
Many financial websites and blogs
Is it hard to respond?
Copy and paste
You might not even have to “speak” to the reporter
You know the answer right of the top of your head
What do you do with publicity?
Reprint your articles in
Give away at presentations
Post to website
Include in LinkedIn Profile
Promote on social media (if you are allowed to)
Mail or email to clients and prospects
What does this mean to you?
• You get visibility
• You get credibility
• You get authority
• You get new sales and marketing tools
• You get “endorse” by the media
• You get trust
• You stand out from competitors
• You get clients!