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Practice Management > Marketing and Communications > Social Media

Get interviewed as a financial expert

By Derrick Kinney

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Imagine what they’re faced with when it comes to investing their hard-earned money. They see the advertisements for all the financial companies. They have their accountant and attorney trying to steer them in the right direction. Their friends chime in that their advisor is the best. And to top it off, some eager and antsy children – worried about their future inheritances – have begun offering some not-so-polite nudges of what they should do.

So how can you help them cut through the clutter? By establishing yourself as a trusted, financial expert in your local buying area. You become the financial professional of choice who understands what seniors are worried about and the “go-to” advisor who can communicate complex financial topics in an easy-to-understand way. One of the best ways to do this is through your local media.

There are many options to choose from when it comes to working with the local media – TV, radio, newspapers, Internet. How do you know which media outlets are best for you? You need to determine what your personal communication strengths are. For example, if you enjoy speaking at live seminars, TV may be best for you. If you prefer to communicate with clients over the phone, then radio may be a solid option. Or if you find that e-mail is your favored communication choice, writing a guest article for your local newspaper may be the way to go.

Whatever your communication strengths are, there is a media outlet that can make you shine and let you discover your “media sweet spot.” There are three steps to your first interview. Step one: Contact the local media and let them know you are a financial expert they can call on for their news stories. How do you know who to contact? Go to an Internet search engine and type in any of the following key words or phrases:

  • (your city), (your state) media
  • (your city), (your state) newspapers
  • (your city), (your state) TV
  • (your city), (your state) radio
  • (your city), (your state) internet

Then click on the links to bring up detailed information about the personal finance contacts and producers at these media outlets.

Step two: Send attention grabbing story ideas. Here are two sample story ideas:
1. “What every investor should know before purchasing long term care insurance”
2. “4 tips to avoid running out of money in retirement”

Step three: Continue to send story ideas to your contacts every two to four weeks that you feel will be of interest to their audience. As you appear in the media, add to your promotional materials that you have appeared as a “financial expert” in “x” media. You can also e-mail an article you were interviewed in to your clients and prospects. Keep a book of your press clippings for prospects to see when they come in your office.

By appearing in the media on a regular basis, you have the potential to boost your senior market credibility and profitability in your local buying area. You’ll put yourself in a position to have qualified senior prospects call your office to set up appointments because they feel like they already know you. Now is the time for you to be a recognized senior financial expert in your local area.

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