This one will be noticed and probably will be read. The moment they realize you are the “published author,” you have strengthened your image. One day you are plugging away at your computer composing and submitting financial information — the next day your name is in print. You build a small bank of articles to share. Remember — Media exposure is a cumulative event. Keep at it consistently and you’ll become the “public persona” as a recognized local expert. Don’t be a qualified financial consultant waiting to be discovered. Explore YOUR opportunities now! Acquiring expert status isn’t really that difficult…it just takes a little effort and repeated media contact. Start Now with the Register! on paper — or by email? Would you prefer a Word file or PDF? The questions assume that the editor would love your copy — which is probably true. But asking for the format is an “Assumed Close.” Most publications are looking for copy and have a great accessible resource on their website. The information usually includes detailed instructions on submitting your article. It is not difficult to get printed when you understand that editors are HUNGRY for copy. They need so many pages of editorial text plus photos and they cannot close an issue until they have met that quota. If they ask for 600-1,200 words, do not send them 4,800 words and assume they will cut it down. They won’t! They will pitch it and go with something they can edit quickly. Will they edit your precious words? Most likely. Every publication has certain styles and they know their audience/ readership. One Registered Financial Consultant sent a splendid 5,000 word explanation of estate taxes to a local radio station. He was very upset with what they ran… “Here is news about those huge estate and inheritance taxes! You can cut them in half, or maybe completely, according to local financial consultant, Tom Terrific. Call him at Terrific Financial at 888 6666.” The phone number was wrong but they still received three consumer calls and netted one large client — a marvelous payoff. The Register | June 2013
What It’s Worth to You The REAL Value in media exposure is not that a prospect will pick up the phone and call you, it’s that you now have reprints of your published articles to send to prospects, clients and other publishers. You look more “professional” and suddenly you have acquired “credibility”. Your Reprints Will be Read Suppose your article appeared in a publication that distributed 20,000 copies. Did 20,000 read your article? No. 10,000 didn’t even open this issue. 4,000 saw your article on their way to another topic that was more exciting. 4,000 thought the topic didn’t apply to them. The remaining read all or part, but none called you. So was this a failure? No! What you need to do is have your article reprinted. Reprints are now easy to obtain from publishers and very affordable if not free. Nice, crisp color copier reprints — especially if on glossy paper, will do quite well. Publishers usually provide an electronic copy in Adobe PDF format, for easy placement on your website and reproducing more copies. Prepare a cover letter with three short, two sentence paragraphs that emphasizes the value of your topic. Now you have a letter and an article by you. This can be sent to prospect and clients.
I would like to challenge you to write an article for this publication. Our readers are financial consultants, but that does not mean we would not enjoy reading some copy about a problem facing all of our clients. (700-1,000 words). Be sure to send high resolution color photos — especially if they feature you with clients or in some “action” format. Download the Register Submission Guide at: www.IARFC.org/Register or call Wendy Kennedy at: 800 532 9060 x 308.
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Ed Morrow, CLU, ChFC, RFC® Ed Morrow is the chairman and chief executive of the IARFC and has been a practicing financial advisor for forty years. Visit IARFC.org and access this month’s video, Building Your Client Base. Contact: 800 532 9060 edm@iarfc.org www.iarfc.org Page 25