| Publicity will take your financial planning practice, | | | | them. Or, at a minimum, you make a mental note |
| your business, and your life to the next level. It's | | | | of the expert's name and you save the clipping |
| going to bring you: | | | | for the day you're ready to act. Ideal |
| | | | marketing.That's what we mean by more |
| more recognition | | | | credibility. And when you think about it, it's not |
| more credibility | | | | really so irrational.Getting quoted in the media - |
| more value to the marketplace | | | | which is way different than touting your own self |
| more business | | | | in an ad - means that professional journalists have |
| | | | evaluated you, held you up to the light, and |
| It's obvious that getting more publicity - | | | | judged you worthy of being interviewed and |
| exposure in the media - will yield you more | | | | quoted.To use big words, it's called third-party |
| marketplace recognition. But how do the other | | | | validation. Instead of you saying you are worthy, |
| three "mores" work?By magic mostly, I have | | | | they are saying it for you. Powerful stuff, no?And |
| concluded. You see, there's something powerful, | | | | when you achieve that higher level of credibility, |
| magical, and perhaps even a little irrational about | | | | your value in the marketplace automatically goes |
| this - but I have found it consistently to be | | | | up. You're that expert who was on the TV news |
| true:Something special happens when you are | | | | last week.I know of one practitioner who was |
| featured or quoted in the media. Not only do | | | | flabbergasted to experience this effect after he |
| more people get to see more about you, but | | | | was quoted in his hometown newspaper."I was |
| they somehow think more of you.The response is | | | | riding to work on the train the morning I was in |
| almost universal--and it's a marketing dream. It | | | | the paper," he recalls, "and I couldn't believe what |
| goes something like this: "Oh, Jennifer must be | | | | happened. One of my neighbors saw the story - |
| good at what she does. I see her quoted all the | | | | someone who knew me - and he asked me to |
| time."Or - raise your hand if the description fits - | | | | autograph it."His value went up. And, before long, |
| you'll tear an article from the paper because it | | | | so did his business. The fourth "more."Ned Steele |
| talks about exactly the problem or need you're | | | | works with people in professional services who |
| facing right now.Maybe it's a health concern. Or a | | | | want to build their practice and accelerate their |
| personal finance question. Or maybe it's just some | | | | growth. The president of Ned Steele's |
| useful information on what type of cell phone to | | | | MediaImpact, he is the author of 102 Publicity Tips |
| buy.The article quotes someone. An expert. | | | | To Grow a Business or Practice. To learn more |
| Someone who seems to really know the topic. | | | | visit or call 212-243-8383. |
| "He must be good, he's in the paper." And you call | | | | |