Teleseminar presentaton for Miami Financial Planning Association members; financial planners, money managers and insurance agents.

1. How to Harness the Power of the
Media and Grow Your Practice
• Miami Dade and Broward
Chapters of the FPA
• September 18, 2009
• by Lisbeth Wiley Chapman

2. Media Smart Marketing
Strategies Will…
• Establish reputation
• Create referrals
• Build revenue

3. Understand How the Media
Works
• Advertising
• Readers
• Stories
• Sources
• YOU

4. Three Strategies
• Shaping perceptions of your
expertise
• Creating newsworthy story ideas
• Building relationships with the media

5. Tip
• Did you realize? Media quotes
create reputation, perception of
expertise and they are free
• Advertising is costly, ephemeral,
requires repetition

6. Become the Trusted Expert
• Gain authority with prospective
clients using resources you already
possess
• Industry trends
• Client questions
• Analysis and research
• Industry contacts

7. Shaping Perceptions
Create Your Image
• What do you do? For whom? What
expected results - benefits?
• Shape perceptions YOUR way
• Ink&Air delivers media campaigns and
web communication strategies that build
reputations, referrals and revenues for
financial services firms and professionals.

8. Creating Newsworthy
Story Ideas
• Story Sources -- Your existing prospective
clients, colleagues
• Story Content -- Questions you answer
for your clients
• Story Timing -- There is a seasonality to
news and financial issues

9. TIP
• Create lists:
• Three key reasons to consider ETFs in
your portfolio.
• Five ways to protect your assets for
your heirs.
• Top three mistakes homeowners make
in managing their mortgages.

10. Developing Relationships
with the Media
• Be discriminating about the media
you try to reach
• Know your expertise
• Save the “I could have said that”
quotes
• Prioritize providing content for
internet websites

11. Create a Target Media List
• What do your clients read, watch,
listen to?
• What websites do they visit often?
• Ask clients for introductions to
media known to them
• Write for editorial calendars of target
publications

12. Editorial Calendars

13. Attracting New York Media
• National media is voracious for
sources
• CNBC, CNN, Bloomberg need
sources who can drop everything
and get to a studio
• Introduce yourself with a media kit

14. Tip
• It is easier to become a source for a
national publication
• Metro newspapers use syndicated
columnists for investing and personal
finance topics - contact those reporters
• Itʼs often easier to reach national reporters
than local ones

15. Create A Media Kit
• Media Biography (credentials)
• Story idea lists
• Good updated photo
• Pre-existing media clips (reprint
permission)
• Corporate capabilities brochure
• Pitch letter

16. When “No” May Mean “Yes”
• Follow up your story idea
• Look for “yes” another way
• Try “ambulance chasing”
• Focus on syndicated columns

17. Using Third Party
Endorsements
• With reprint permission:
• E-mail clients, referral sources
• Website, electronic newsletters
• Print newsletters, requests for
referral
• Notebook in office

19. The Internet as Image
• You should consider a web site an
essential piece of your marketing
plan
• Most prospects will expect you to be
technologically up-to-date

20. The Web Offers Efficiencies
• You get to tell your story, your way
• It is vastly less expensive than print,
broadcast, or direct mail
• You can offer added value to move
investors from prospects to clients
• But only if you drive the traffic you want!

21. Web Site “Musts”
• A site must be worth visiting
• Create an easy-to-remember address
• Give people a reason to return
• Consider Case Studies
• Link to useful resources

22. What a Boost in Targeted
Traffic Can Mean
• Visitors who are your target audience
• Visitors who will click on key pages
• Visitors who may register to download
added-value information
• Visitors who may request a follow-up call

23. Continually Advertise
Existence of Web Site
• Include address on all letterhead,
reports, envelopes
• Send regular e-mails about new
content
• Use website address in any
advertising or PR

24. Traditional Web Site
Marketing Strategies
• Direct mail
• Repetitive post cards
• All correspondence

25. Visibility in Community
• Little league team name
• Where are your prospects?
• Library
• Symphony
• Charities
• Grandparent activities

26. Web Site Marketing
Strategies: Specialized Ads
• Frequency is important
• Publications MUST exactly target your
HNW prospects
• Can be inexpensive, but not necessarily

27. What is “Added Web Value”
for Visitors:
• An electronic newsletter
• A white paper on key HNW topic
• Lists and how-to case studies
• Bells & whistles (market activity,
links, calculators, resources)
• Links to good news clips about you

28. Web Marketing Strategies:
Electronic Newsletter
• Short takes on consumer subjects
• Announce free seminars
• Case studies of HNW issues
• Professional colleagues as guest
columnists
• Format very easy to forward

29. Web Site Marketing
Strategies: White Papers
• Overview of timely subjects
- Estate Planning and 1031 Exchanges
- Benefits of Managed Accounts
• 5 to 10 pages (include word count)
- Hedge Funds, Yes or No
- Executive Compensation Red Flags

30. Your Reputation is Yours
Alone to Grow and Protect
• Understand that people trust people
they know
• Harness the media to support your
visibility
• Build your reputation, referrals and
revenues with media marketing!

31. Lisbeth Wiley Chapman
Author of “Get Media Smart! Build Your Reputation, Referrals
& Revenues With Media Marketing”
• Wellfleet, Mass.
• beth_chapman@inkair.com
• www.inkair.com
• 508-479-1033
• FAX: 508-664-5659