Commit this to memory, please: To get in the media, being good is good enough.

You dont need to be perfect, or even the best in your profession. Theres no elaborate entrance exam or competition to determine who gets media coverage.

The prize goes to those professionals who are competent or better, and who understand how to play the publicity game.

I have absolutely nothing against advertising as a means of getting exposure and a wider audience. In many cases, its just what you need, and deserves a spot in your marketing mix.

But (have you noticed?) it is expensive, isnt it? And, in the end, its still you saying youre great, which isnt as good as them saying it. I just think of it this way:

Advertising buys you visibility
Publicity earns you credibility

Sure, youre good. But, lets face it. So are many of your financial planning peers and competitors. But you can be the one who gets into the media. Because you knew how to get a reporters attention.

You understand that getting in the media doesnt require you to be the best financial planner on Earth.

I am also a big believer in direct mail marketing. Its a superb tactic to build ongoing relationships with clients, customers, and prospects.

But, unless youre ready to cough up big bucks to buy mailing lists, it limits you. You can only reach the people you already know the ones in your database. All those people will get to know you better, and thats good but you wont be meeting any new prospects. To do that, its either spend on lists or advertising, or learn how to get yourself some free publicity.