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April 27, 2011 at 08:00 PM
Interviews and press coverage are just waiting for financial professionals if they follow these three easy steps to mastering the media.
1. Create a memorable brand. I used to be called Baker Financial Group. My company name and brand really never made me unique. Once we created The Retirement Guys Network, our brand awareness immediately took off. Action step: The important thing to keep in mind is to use a brand name and slogan that stands out and is easily remembered.
2. Implement a process that dominates the market and compounds results. Americans saw the Shock and Awe campaign when we invaded Iraq in the first Gulf War. Watching it live on TV we saw the power of a coordinated effort lead by General H. Norman Schwarzkopf. Action step: Recreate this campaign to dominate the local market, create quick awareness and show you are the “in demand” ethical advisor to work with, by creating an event, action, mailer, promotion and focus each month.
