Be a Resource The media people that are likely to want to speak to financial planners are usually working on stories that will help people: help them get out of debt, make smarter investment decisions, or save for retirement. They look to financial planners to be a resource for these people. When you become a resource, the media will come back to you again and again. A resource on what? On the same subject matter and topics that are the everyday stuff of your business, your practice, your interaction with clients and customers. How you can help people - that's your story. You Are NEVER the Story Unless youre a Hollywood star or some kind of oddball, to the media you are not a story. So forget about breaking your way into the media spotlight with news about how great or successful you are, how impeccable your credentials are. The media dont care. You need more. Your story is your topic a slice of your subject matter expertise. (For the next 30 days, repeat this aloud to yourself every morning and evening until it is second nature:) My story is my topic. Your story will focus not on you, but on the needs and problems that drive clients to your door. |
