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March 02, 2015 at 07:00 PM
At the TD Ameritrade Institutional conference in January, I participated in a panel session on how advisors can work with the media.
Before sharing my words of wisdom with the packed room (okay, it was a breakout, not a general session, but still), I shared a little speech I use every time I have the privilege of addressing a group of advisors.
“As the editor of publications that serve advisors,” I began, “you are not only my readers, but my bosses. If you don’t read Investment Advisor and ThinkAdvisor.com, advertisers won’t advertise. If advertisers don’t advertise, we don’t get revenue, and I’m out of a job.
“As my bosses, then, for the past 15 years and counting, I’d like to report on what I’ve done with my pay. My wife and I paid off our mortgage last year [pause for applause; it always happens]. We’ve put both our children through college and they now have bachelor’s degrees [more applause]. Moreover, I’d like to report to you that both Annie and Kevin have full-time jobs, with benefits! [More applause, with some laughter.] Not only that, but one of them has even moved out of the house! [Peals of laughter ensue; again, the response happens every time.]”
Then I make my big point. “And since my full retirement age is 66, and I’m now nearing age 62, I’d appreciate it if you’d keep me employed for the next four and a half years!” More laughter and applause, and then I say something very insightful and clever about how my advisor bosses can work with the media to help build their brands.
But that’s not exactly why I was reminded of why I love advisors so much. After the media session, the next general session at TDAI was lunch. As I sat down at a table full of advisors, several told me they enjoyed my presentation.
