Free press

A neighbor/friend is a feature writer for our local Senior Life newspaper.  Her most recent assignment was to create an article about seniors who are working in second careers or continuing in their own businesses.  She asked to interview me, as I qualified on both counts.

I was given the opportunity to tell my story, complete with commentary about my interest in pyramids and how that symbol and image evolved into my company logo and concept for my consulting and coaching business. The article is here:

Now, why am I telling you this . . .  you may recall, that my two previous posts concerned the pyramid connection and use of that image for my company logo and coaching business?  The newspaper article was timely and afforded me the opportunity to tell that story in a more personal fashion.  Free press and free advertising!

Obviously, you do not need to be a senior citizen to find opportunities to tell your story through the news media.  Writers and editors of community newspapers are always looking for interesting stories. They like to feature local businesses and individuals who are making a contribution, making a difference, or who have an interesting story to tell.  Don’t look for free advertising.  Instead, look for the human-interest aspects of your story.

Contact your community newspaper and ask to speak to the editor.  Present yourself and tell them about your idea for a story that will help and encourage others.  The angle may be related to how you are helping your clients better prepare for retirement, education funding, or protection against not getting enough time to complete their financial plans.  Perhaps you could tell them how you specialize in helping people answer the most crucial question of all: “Will we be all right?”

Don’t attempt to create an advertisement or pitch.  Don’t try to sell!  Instead, tell your story from the point of view of the reader and what concerns them in this current economy.  My opening line in all presentations for many years has been, “We live in a changing and uncertain world.  Wouldn’t you agree?  As a result, most of us will need to rethink our financial decisions sometime soon.” This is where you and your services, as a financial advisor, come in.  Maybe you could take that approach with the editor and offer to be interviewed by a writer to expound on that subject and your unique approach to helping your clients.

This is free press that is invaluable in raising your visibility.  Next week, we will take a deeper look into the issue of VISIBILITY.