Most business professionals agree that marketing is absolutely essential for pushing a business to the next level. Unfortunately, with countless insurance agents and financial advisors competing for the public's attention, it can be daunting to cut through the clutter and grab the attention of prospective clients. In this marketing-saturated country, how can you possibly reach your target audience in a cost-efficient way? According to Derrick Kinney, author of "Master the Media to Attract Your Ideal Clients," (John Wiley & Sons Inc., 2004), the most effective way to attract your ideal clients is to become a financial expert for your local media.
"The key is to make a conscious decision that you are going to be the financial professional of choice in your local buying area," Kinney explains. "If you market yourself successfully, clients with money will be drawn to you."
In his book, Kinney offers guidance to financial professionals who are looking to become an expert source for their local media. Kinney, who has been named the most recognized financial planner in the Dallas/Fort Worth area, is definitely no stranger to the media. He has been interviewed by Bloomberg Television, "CBS Market Watch," "BusinessWeek," and "Forbes," and he also appears weekly as a financial expert on the NBC Dallas affiliate. Based on his proven strategies, Kinney's book "outlines the key steps necessary to work with the media, create powerful exposure for yourself, and attract the clients you've always wanted."
Help them help you
Kinney says you should view your association with the media as a give-and-take relationship. "Always focus on giving your media contacts what they want, when they want it," he explains. As a result, he says, "you'll get exactly what you want: more new clients, more money, and the steady stream of business you've always wanted."
Do your homework!
Before you can develop a relationship with the media, you'll need to do some research to pinpoint which media programs appeal to the audience you want to reach. Kinney suggests that you first identify which media format best fits your strengths and personality. "Typically you'll discover one media outlet that you most enjoy and you feel really showcases your ability to communicate effectively with your target audience," he explains. "Your personality may be best suited for the television camera. You may have a resounding voice and be drawn to radio. Or you may determine that your ideas are best expressed in writing."
Once you determine which media outlet best highlights your expertise, Kinney says you should talk to some of your current clients and find out what programs they listen to and watch and which magazines and Web sites they read. Their responses will help you decide precisely which programs or publications you should target in order to reach your ideal clients.
Become a newshound
Kinney says that if you want to become a financial expert for the media, you have to start thinking like a reporter. "When you see an economic story or hear of a financial trend, you need to train your mind to determine whether it is a potential news opportunity for you. And if it is, you must know how to position yourself as one of the financial experts who comments on it in the media," he explains.
Kinney stresses that you should consider what financial news means for the average media viewer. For example, how will a newly released economic report affect blue-collar workers, professionals, retirees, or parents? He says you should also ask yourself if the story would be of interest to media writers and producers. "If you can make a compelling case for a story idea and you feel that each of these people would benefit from the story angle you're proposing, then pitch the story to the media," he says.
In this helpful how-to book, Kinney offers straightforward guidelines for financial professionals who are looking to become expert media sources. He explains that becoming a financial expert for the media is very different from being a "one-shot media event." As a frequently called-upon financial expert, "you can begin to leverage [the media] to achieve massive marketing exposure for you and your business."
Amy Bell is a freelance writer and frequent contributor to the Agent's Sales Journal. Visit her Web site at www.writepunch.com or email her at amy@writepunch.com.
