Financial Planners Get Free Publicity With EmailWritten by Ned Steele
In previous articles for marketing-minded financial planners, I've discussed what to say to a reporter over telephone. However, if you are phone-shy or time-challenged, it's better to send an email than to do nothing. Many reporters favor e-mail anyway, so use it. Call media outlet or check its staff listing to get reporter’s email address. Sometimes reporters email addresses are at bottom of their article in newspaper—or linked to in online version of outlet. It’s rarely a secret. Again, offer practical story ideas – one or two max per e-mail. Summarize your best story idea in ‘subject’ line of email. Be specific. In fact, spend as much time composing that subject line as you do entire body of your message. It's that important.
| | Three Publicity Tips for Marketing-Minded Financial PlannersWritten by Ned Steele
Financial planners, first thing to know about reporters is this: they are busy. Often, they are too busy to read a press release, too busy to wait for you to call back, too busy to find "best" resource. This leads to three tips for marketing-minded financial planners. When a reporter calls – move quickly A reporter calls you. Great! Now what? Just remember this tip: media people rate you as a resource on strange criteria, such as … how fast you call them back. If you don’t call swiftly enough, they’ll quote someone else. Media time is not like regular time: for them, three hours is not a quick callback. It’s an eternity. And probably for you, it’s a missed opportunity.
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