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Help the media and let them help you

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Each day the media seeks out financial services professionals to provide perspective on the day’s financial events. There is no better time for financial professionals to establish themselves as the experts people can trust and turn to. You will benefit by leveraging free media exposure to gain visibility, enhancing your credibility, and experiencing greater profitability. In his book, “Master the Media to Attract Your Ideal Clients,” Derrick Kinney explains this and the two basic ways to get your foot in the door:

1. You must differentiate yourself in a way that captures the media’s attention.

2. You must position yourself as a financial professional who’s easy to work with and accessible. Reporters like to have a list of advisors they can call on at a moment’s notice for expert advice.

Remember that when you appear in the media, you work for two primary constituencies:

1. The media outlet. When the media brings in local experts to provide perspective on the news of the day, they want guests who are knowledgeable. They also want these experts to be able to give ideas on how to best present the information to their audience. They’d also want guests to appear on the show on a regular basis.

2. The media outlet’s audience. How do you work for an audience? Financial institutions are notorious for making things sound more complicated than they need to be. You can shine by explaining complex financial topics in a way that makes sense to the average person.

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