We love digital marketing. It’s what we do. We reach targeted prospects with the right information, open the flow of conversation and deliver leads to your door.
But we also like the power of the press.
If you read the news, you know that there are many reporters covering topics that speak directly to your targeted prospects. Every day brings a look at celebrity estates gone sour, ever-changing rules and regulations from federal and state governments that change how we prepare for retirement, and information that helps seniors as they grapple with financial challenges.
There are many sources vying to be the experts quoted in the press on estate planning and Elder Law issues, so it’s a not a quick or instant event. But, if you want to see your name in print, here are a few suggestions:
1 – Start a list of reporters who write on issues that you could be a source for. Your local newspaper likely has a personal finance reporter and a reporter who covers senior issues.
2 – Send an email introducing yourself, and make sure to provide your cell phone number and website address. Include the topics that you feel comfortable speaking about, and if appropriate, the top five issues that you see in your practice.
3 – Don’t be a pest, but do be persistent. If an article is written on a topic that you know well, and if there is information that you can add to the conversation, send the reporter a follow up email.
4 – If a reporter calls you, remember that they are super busy and need to get information on a timely basis – so call back right away. They will appreciate it if you do.
5 – If there is anything you do NOT want to appear in print, don’t share it. This is especially true regarding any client matters. There is no such thing as ‘off the record.’ You never, ever want to reveal information that is confidential.
Seeing your name in print is fun – having prospective clients see your name in print is another piece of marketing your practice.