One very distinctive way to have people get to know the person behind the profession is to be featured on television. And the ever-popular morning news segments could be just the venue. Gannett is one broadcasting group, and as Mark McIntosh, co-host for the program “Colorado & Co.” reports, “for a little more than the cost of a direct mail campaign or a paid advertisement – you can have a very tailored interview that will set you apart from your competition, by humanizing your story.”
When you position yourself with a veteran and savvy co-host like McIntosh, they pave the way toward a comfortable, inviting, and memorable experience for everyone. The program usually convenes in a casual living room type set-up, complete with coffee tables and comfy couches. Settings like this make your audiences feel as if they are at home with you. They can hear first hand about your expertise, can feel your passion and compassion, your charitable nature, your family views, and your personal interests – all which make you human putting a face with a name – vs. a picture on the front of a brochure.
Your audience can form opinions, especially about respect, which go a long way toward seeing you as a good steward of their hard earned money. The co-hosts of these programs have years of experience in making you look and feel the best you can be.
And if you’re skeptical about it being a one-night stand, or in this case one-day, then you’ve missed the point. Your program can be recorded and turned into a DVD that you can use over and over again – your marketing materials have come to life. You can even put the clip on your website. The segments are usually 5-7 minutes in length – so have your assistant start the video once your new prospect or business associates are seated in your conference room – then purposefully enter just as the video is ending – it’s a great way to kick-off the meeting.
With today’s statistics touting most people having only a 90-second attention span, McIntosh concludes, “Fine tune your message – be succinct and compelling in the final points of your segment – including a convincing call to action.”
The good news, Gannett operates 23 television stations and has a market reach of 20.1 million households. Consider this; the demographics of this type program are stay-at-home moms, retired couples, and folks that work from home. Couple that with stats like 67 percent of high net worth women currently work with a financial advisor; 65 percent of women who work with a financial advisor feel more knowledgeable and comfortable when it comes to investing; and 40 percent of them rely most on financial advisors for advice.
So go ahead, get on TV.
Stephanie Ursini is president of Capital Momentum, LLC. Her experience in marketing and public relations spans more than 20 years. She can be reached at www.capital-momentum.com.