Master the Media to Attract your Ideal Clients
– A personal marketing system for financial professionals
By Derrick Kinney. Published by John Wiley, New Jersey, USA, 2004.
250 pages. RRP $82.95 (hc). ISBN 0 471 48256 0.
American Darren Kinney has done something quite different. Instead of writing a marketing manual for a broad readership, he has aimed Master the Media to Attract Your Ideal Clients exclusively at financial advisers, stockbrokers, accountants and insurance professionals.
For many years Kinney has featured as a financial guru in the media in his home state of Texas. Over time, his newspaper and television appearances have established his credentials. They have also encouraged readers and viewers, who already feel they know him, to become clients in his financial planning practice.
The book’s premise is simple. When it comes to money, people want to work with financial professionals they know and respect. One sure-fire way to achieve this recognition and credibility is to consistently appear in the media.
His book is a how-to guide to getting and then staying in the media spotlight. It shares insights and tips on identifying the right journalists to talk to, pitching finance stories and becoming the person editors and producers turn to for expert commentary on national and international finance news.
The book covers media releases, scripting guest spots for local talk shows and writing guest or regular financial columns in newspapers and magazines. It contains numerous easy-to-use templates, checklists and scripts and, although written for a US audience, Australian financial professionals could readily adapt them.
But what happens after your accountant becomes a media darling? In the second half of the book, Kinney shows how to use this celebrity status to write more business. Again his advice is detailed, right down to suggesting what the receptionist should say when people who have seen you on television call the office.
Master the Media to Attract Your Ideal Clients may not turn local accountants or insurance brokers into the next Paul Clitheroe or David Koch, but can help them become trusted communicators in their community.
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