Journalists and prospective clients want to know.
As an investment industry journalist for 20 years, I’ve interviewed hundreds of financial advisors. And when deadlines are especially tight, I frantically go through my mental phone book to remember who can help me out with what – and quickly. Potential clients can respond the same way when they realize they need some kind of help.
For this reason, I tell advisors, “You have to be known for something.” What kinds of things? Here are some memorable traits that keep certain people on the top of my mind:
you are especially knowledgeable in a certain niche or subject area (and your website shows it), such as widows, federal employees, Gen X/Y/Z, socially responsible investments, minorities, firemen, insurance, special needs, pre-retirement, art and collectibles, entrepreneurs, taxation, etc.
you always responded immediately when I reached out (and proved that you were extremely reliable)
you listened carefully to my questions and answered them succinctly and insightfully
you took the time to deeply explain something or teach me something (impressing me with your generosity and expertise)
you expressed yourself in a colorful or funny or folksy way – which resulted in memorable quotes
you were so gracious, that I couldn’t wait to chat with you again
These same principles apply to prospects as well. What are the one or two things they will remember about you? What areas are you especially competent in?
If you'd like some help in teasing out what would make you top of mind for a journalist or a prospect, I'd be happy to work with you. My contact page is here.
In the meantime, be yourself, be generous, be reliable, share your special knowledge … and be memorable.
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