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Life Health > Running Your Business > Marketing and Lead Generation

An Article a Day Keeps Your Competitors at Bay

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What You Need to Know

  • You know the names of the folks you follow on TV and radio.
  • You probably know the names of some of your local newspaper columnists.
  • You can build that kind of name recognition, too.

Recently, a colleague wrote Local Content is Good Business for Your Business for ThinkAdvisor.

The article is well worth the read, and the advice within will change your business. I have personally experienced the benefits he talks about in my financial practice.

As I read Bill’s article, I was reminded of how easily it can be grown.

An idea of one of my mentors, Jim Rohn, talks about in his seminars is how important it is to your health to eat an apple every day.

We all know the saying, “An apple a day keeps the doctor away” and attendees would often ask, “If this is easy to do, why don’t more people do it?” Jim’s response always was? “It’s simple. What’s easy to do is also easy not to do.”

This certainly applies to our financial and professional lives. Last year, my local librarian called me and said, “I’ve been listening to your radio show for several years, and I would love to put a copy of your book in our library.”

I told her I would be happy to give them a copy of “Safe Money Matters – Finding Safe Harbor in a Storm-Filled World” to put in their library, and I honestly didn’t think much about it after that.

Recently, I received a call from a person who requested an appointment with me.

During my first appointment, I asked her what I ask every client: “Do you listen to me on Safe Money Radio?”

She said, “No, I’ve never heard your show.” She said, “I read your book at the local library.” Then it hit me like a ton of bricks: What’s easy to do is also easy not to do o.

I’ve been writing for various local and national publications for many years, authoring two best-selling books. And yet, it had never occurred to me to do something so simple to help grow my business.

Later that day, I took several copies of both of my books to the same library. I handed them to the lady who had requested a copy of my first book and said, “I recently published a new book and thought I would bring you some copies of both books.” She was thrilled!

Then I drove to the adjacent town library and told them I was a local author who would love to donate copies of my book.

The person looked at the book and saw my name, and said, “Are you the guy I listen to on the radio?”

That led to a wonderful conversation that ended with, “This is great! We’re going to put these in the financial section of our library. Thank you so much for bringing them to us.”

Realize the power of the pen in this business.

  • Write articles for local and national publications and post them on your website.
  • Contribute to your local newspaper.
  • Start a blog.
  • Write your own books.

Take copies of them to your local libraries and coffee shops. You will be surprised at how this will impact your business.

You are doing a great service to your communities by providing vital information to those who need it. They will be forever grateful to you, and will become loyal clients who refer you to their families and friends.

Don’t forget: Books don’t get thrown away. They live on coffee tables, living room tables, and bookshelves in local libraries. They get picked up and read over and over again.

I give every new client extra copies of my books when they open their accounts.

Just think about the power of someone handing a friend or family member a book and saying, “You need to read this. This is the information that changed my family’s financial future.”

That is the most potent referral that exists.


Brad Pistole (Credit: Pistole)Brad Pistole, CFF, is chief executive officer of Trinity Insurance and Financial Services in Ozark, Missouri. He is a Master Elite IRA Advisor with Ed Slott & Company, and he is a member of the Million Dollar Round Table “Top of the Table.”