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." Here's my twist on this for publicity and marketing:

Build no more than 20% of your publicity and marketing activities around yourself.

I know. Sounds crazy. "What else besides me would I showcase in my promotions?" a sane person might ask.

But hear me out. Think of all the advertising and marketing messages you're barraged with all day. Do you welcome them? Do you feel, right now, like hearing from one more person, one more time, about how great their product or service is?

Well, neither does anyone else.

So there's the problem with building your whole marketing or PR campaign around your credentials, or the superb service or product you offer. Sorry to break the news, but most folks just don't care.

So the question becomes, what do they care about? And what should you build 80% of your PR around?

Here's my simple to answer. You even knew it all along, because it applies to you too. Most people care most about one thing.

Themselves.

And that's why any financial planner should build 80% of their publicity around what the prospect cares about.

Here's what I mean: Your service helps people. You help them solve a problem, or enable them to delegate a task they'd rather avoid. Every day, you share and apply the highly specialized expertise and professional knowledge you've acquired over years.

So that's what your PR should be all about ? 80% of it, at least. Especially your media publicity. Because in the media, information rules. It's the fuel that drives our society's vast media machine.

The media love only one thing more than information, and that's people's problems. And didn't we just say that you're an expert on solving those, too?

The formula's simple: talk to your prospects--via the media--about their needs and the problems they face. Share the information and insights you have on these topics. If you do a lot of retirement planning, send information on the latest changes in IRAs. I you specialize in mutual funds, send them information about the newest and best places for people to put their money. If you do, the media will quote or interview you on the topic. Believe it or not, reporters can't live without articulate experts to interview. Approaching them, and offering your services, is not difficult. Instant-and free-publicity for you!

And finally, if and when you are compelled to mention yourself, do yourself a favor. Skip the adjectives and superlatives. All of them. Because media folks aren't impressed.

The remaining 20% of your PR? Go ahead and write some press releases about the awards you won, about the new office you opened, about your great skills. It can't hurt. But don't think for a minute the media will embrace it as big news.

So remember the 80-20 rule. Give the media and your prospects useful information they need, and let them reach their own informed decision that you're a good resource. I have seen countless professionals and businesses become media successes following this route. Share your expertise and wisdom. A little bit of it, you'll find, goes a long way.

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, call 212-243-8383, or e-mail him at: info@mediaimpact.biz.

---

PR: A Potent Force for Success

What's REALLY potent for a business, non-profit or association manager... Read More

What Determines PR Success?

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

Publicity Performance Not Enough?

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

Youve Done PR the Hard Way Long Enough

As a business, non-profit or association manager, let the tacticians... Read More

Its the Little Details that Can Make or Break a News Story

Have you ever heard of the saying, "One person's trash... Read More

35 Quick Tips for Writing A Press Release

Layout1. 1-2 pages in length.2. Double-space.3. 1.5 to 2 inch... Read More

What to Do When the Reporter Calls: Five Tips for New (and not-so-new) Business Owners

New business owners often miss out on publicity opportunities because... Read More

Leveraging Media Coverage - Your Tool For Business Growth

Media relations, simply put, is the business of building and... Read More

Using Publicity As A Creative Marketing Tool

Publicity is an important and often overlooked tool of creative... Read More

Publicity - What to Say to a Reporter

You can have dozens of marvelous ideas to get free... Read More

Is This the PR You Thought You Were Getting?

You know, where you do something positive about the behaviors... Read More

PR? Why?

Well, for starters, because good public relations can alter individual... Read More

Managers: Why Not PR Like This?

I mean public relations that presumes from the get-go that... Read More

How to Stay Composed During Contentious TV Interviews

NOTE: Brad Phillips was a Producer for CNN's The Capital... Read More

Speak Up

Another way to really become known in your area is... Read More

Marketing-Minded Financial Planners, Its Not Who You Know But What You Know

Almost every day, I hear the same question, over and... Read More

Making the News - Tips from A News Journalist

What makes a good media release and how do you... Read More

Austin?s Annual Charity Event with KVET

In my travels around the country while building my business... Read More

Internet Etiquette for Business Success

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

Building Community Support for Project Permitting, Construction, and Marketing

Redevelopment is replacing new construction throughout the Greater Boston area,... Read More

GETTING YOUR MESSAGE ACROSS

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

Transparency in Online Transactions

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

Managers: PR More Than Tix and Plugs?

You bet! And in three ways vital to you as... Read More

Dealing With Reporters in Your Small Business

It behooves you to know and remember the names of... Read More

Three Communication Secrets of The Great Communicator

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

Financial Planners Publicity - Dont Wait, Media Folks Want Your Free Publicity

Looking to get your name into a magazine? You need... Read More

How Public Relations Changes Minds

Public relations changes minds in the process of delivering what... Read More

Add Some Firepower to your PR

Sure, as tactics usually presented to business, non-profit and association... Read More

P.R. Strategies for Professional Service Providers

Promotion for Professional Services Providers requires a different approach than... Read More

How To Get Press To Come To You

Have you ever noticed how the same people's names always... Read More

Managers, Got a Grip on Your PR?

What are you trying to do with your business, non-profit... Read More

10 Secrets to Free Publicity

Public relations is popular because it is very cost-effective and... Read More

Culture As A Barrier To Communication

Each of us is exposed to people from other cultures... Read More