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Financial Planning > Behavioral Finance

How to stand out from the crowd

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Do you consider yourself a financial expert? Have you ever considered spending some time in the spotlight to showcase your unique financial planning expertise? If you haven’t, perhaps you should. Being recognized as a leader in the industry can be the boost your credibility, and business, have been waiting for.

According to Derrick Kinney, author of the best-selling affluent marketing book, Master the Media to Attract Your Ideal Clients: A Personalized Marketing System for Financial Professionals, your 15 minutes of fame starts with establishing yourself as a trustworthy source of financial information. To Kinney, this means that “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.”

Kinney suggests beginning your road to stardom by searching for what media outlet best suits you. If you prefer a face-to-face meeting with a client, you might be right for television. Are e-mails more comfortable? Consider writing an article for a local newspaper instead. Once you’ve decided on the right mode of communication, it’s time to nail the initial interview. This is a process Kinney has laid out in three steps:

Step One: “Contact local media and let them know you are a financial expert they can call on for their news stories.” To find possible media outlets that would be interested in interviewing you, run a few key phrases through an Internet search engine. Kinney suggests inputting your city, state, and the word “media” for starters. Once you find a few possibilities, start collecting contact information for producers and finance editors.

Step Two: “Send attention grabbing story ideas.” Know of any hot topics in the industry? How about reoccurring worries you hear time and time again from your clients? Keep a list of these ideas as they come to you. When you come across a particularly interesting one, send it on to your contacts.

Step Three: “Continue to send story ideas every two to four weeks.” No one likes an overflowing inbox–especially producers, so keep your submissions to the best ideas. However, don’t be discouraged if the first one doesn’t land you a spot on the evening news, keep at it. The right one will come. When you do appear in the media, be sure to utilize that exposure and credibility to your advantage by sending articles or videos of your interview to clients and prospects. Kinney suggest keeping a book of clippings in your office for them to see during visits.

Gaining a foothold in local media can be an instant boost to your credibility as an advisor as well as an instant marketing campaign. You already know your stuff, now it’s time to show everyone else.


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