Many planners will tell you that advertising is for the birds, but Cynthia conger’s firm takes advertising seriously. “My advice about advertising is, identify the area you want to be the expert in, make yourself an expert, and then advertise the fact that you’re the expert,” she says. When Conger became a planner, she made a point to learn the ins and outs of professional corporations; to spread the word about her expertise, the firm advertises regularly in the Arkansas Medical Society Journal.

Conger’s firm also advertises in an even more unusual place: the playbill of the local symphony and repertory theater in Little Rock. “When I do my clients’ tax returns, I see that this is where they’re giving their money,” says Conger, and chances are that their friends are, too. Running an ad in the playbill makes it easy for clients to broach the topic with friends when they attend a performance together. “This way, it’s easy for them to say, ‘Hey, that’s our financial planner,’ and all of our contact information is right there,” she says.