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Retirement Planning > Retirement Investing

Advisor marketing: 3 steps to master the media

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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.

3. Understand mastering the media takes time. In the first Gulf War, the general stopped too soon. Winning is not an event; it is an ongoing mission. Realize mastering the media needs to be a regular part of your practice. Action step: Make mastering the media a regular scheduled part of your practice and it will end up being a compounding effect. Learn what works and what doesn’t, but don’t give up too soon.

To get additional ideas and strategies to make this happen faster, attend our breakout session at this year’s Senior Market Expo.

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For more information about The Retirement Guys, tune in every Saturday at 1 p.m. on 1370 WSPD or visit Securities and Investment Advisory Services are offered through NEXT Financial Group Inc., Member FINRA / SIPC. NEXT Financial Group, Inc nor its representatives provide tax advice. The Retirement Guys are not an affiliate of NEXT Financial Group.


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