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Hidden Marketing Gem: Working with the Media

Occasionally, the local NBC affiliate in Denver interviews CFP® professionals on money matters; often members of the FPA of Colorado. To those viewers, their names become top of mind whenever it comes time to search for financial planners.

Being quoted in the media—print, digital, TV or radio—has served as a great marketing tool for some FPA members, a few told me recently for the cover article in this month’s Journal of Financial Planning.

Mychal Eagleson, CFP®, president of An Exceptional Life Financial, said completing FPA’s media training was a smart marketing move for him. Members go through the training and then have access to reporters and writers who need input from financial planners. When reporters fill out an FPA MediaSource request, it’s distributed to members who have completed the media training, and they can respond via email or call the reporters up and answer questions.

“I recently used MediaSource and was quoted in an AARP Magazine article,” Eagleson said. “I’ve had two prospects who saw that article and called me because of it.”

Eric Roberge, CFP®, founder of Beyond Your Hammock, said in an FPA member profile that the FPA media training was invaluable in helping him attract new clients and impress his current ones. Participating in the training helped him build a media platform and be quoted in CNBC, Entrepreneur, InvestmentNews and USA Today. After the USA Today article, a high school classmate he hadn’t talked to in more than 20 years contacted him to talk finances. Another high-earning young professional contacted him after reading the same article.

“The FPA media training and media queries are an incredible way to help me expand my platform to people across the country,” Roberge said.

Being quoted in articles and on TV isn’t just a way to prospect, it also affirms for current clients that they made the right choice.

“When clients see my name, they say, ‘Oh congratulations, we saw you in this article and we were blown away,’” Eagleson said. “It’s a testament.”

Serving as a resource to the media is commonly among the top public relations tips for financial planners.

“The better the relationship [with reporters], the more opportunity you will have long term,” Ben Lewis, director of public relations for FPA said in a recent Financial Advisor article.

The article indicated that if you build positive relationships with reporters, you’ll
continually get quoted, leading to more exposure to potential clients for you.

To sign up for the virtual media trainings that come with your FPA membership, click here. Not a member? Become one today.

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Ana Trujillo Limón is associate editor of the Journal of Financial Planning and the editor of the FPA Practice Management Blog. Email her at alimon@onefpa.org. Follow her on Twitter at @AnaT_Edits.