June 13, 2013 by Brokers International, Ltd.
By Kristi Piehl
Founder/CEO Media Minefield, Inc.
Why am I talking about this? There’s a question I’m surprised I don’t hear more often.
Here at Media Minefield, we place clients in television news interviews. There, they have the opportunity to increase their visibility in their community, and reinforce their reputation as someone who is knowledgeable in their profession. But, that doesn’t always mean they’re talking about something directly related to annuities, stocks or bonds.
For example, at the office, our financial industry clients typically focus their efforts on helping people who are in or near retirement with investments. Outside the office, those same clients have been on TV talking about everything from document shredding to cell phone bills, and even motherly financial advice for Mother’s Day.
That’s where the question comes in. “Why am I talking about this?”
The answer we give our clients about TV appearances can also apply to other forms of non-traditional marketing, like seminars.
While the topics they’re on TV talking about may not be at the core of what they do for their customers, their knowledge is still valuable to the interviewer and to the viewer. And, if they think they don’t have anything more to add to the topic than the average person, they underestimate themselves. Many of the topics our financial clients are interviewed about deal with protecting or saving money. Financial professionals are qualified to talk about the importance of being smart when it comes to money. They help customers with money every day, and see the cumulative impact of a lifetime of financial choices.
Some may also wonder, “What’s in it for me?”
In traditional marketing, you say who you are, what you do, and why you’re better than your competition. You’re paying for the time so you get to control the message. It’s advertising, and the audience knows it.
With non-traditional marketing, the message typically isn’t as direct, but the women and men we work with have found it to be effective. Providing information helps guide people to make smarter decisions can build your reputation as someone who is knowledgeable and helpful. Being likable and showing off a little personality can help seal the deal, letting the viewer know you’re a real person who’s approachable and friendly. When someone in the audience needs the services of someone in your profession, they’ll remember you.