Becoming a "Go To" Source for Reporters Hot

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As most everyone knows, reporters and editors rarely can complete the stories they file without outside involvement. Even in situations where stories are heavily statistical and/or rely on research reports for most of their data points, commentary and involvement from qualified professionals help put numbers in perspective and answer the proverbial question of most readers: "Why should I care?"

Believe it or not, there are ways to get reporters to call you, and the best way to do that is to furnish them with regular story ideas that they'll care about. As I've mentioned before, financial professionals are in many ways a natural source for media outlets, since they regularly deal with a topic that concerns most Americans: Money and how to make the most of it. Given that a great strategy is to routinely send topical information to reporters that reflects the current market environment and helps them -- and by extension their readers -- make sense of it.

Since the core functions of financial advisors really boil down to helping clients prepare for a variety of important milestones, ranging from retirement to funding their child's educations, story suggestions that help parents make sense of 529 college-savings plans or the advantages and implications of various retirement plans are always safe bets. Almost every year brings a sea of tax laws and other changes that can change the direction individuals want to take, so paying special attention to any applicable rule revisions is also always a safe bet.

As I mentioned in a recent column, the first step toward establishing relationships with reporters is often sending a short introductory letter or e-mail letting them know about your practice and any areas of specialization. When you have follow-up conversations, ask them if it would be OK to include them on future advisories your practice issues containing investment updates, information on market trends, etc. In addition to sending them your periodic advisories, I always recommend customizing them with an introductory note/cover letter, if possible.

Over time, this approach increases the likelihood that you will become one of a select group of regular contributors to a few reporters' stories and columns. Odds are, it won't happen overnight, but there's a good chance that once it does, you'll get routine exposure that will help increase awareness of your practice. Once these stories start coming in, don't forget to make mention of them in your newsletters, on your Web site, etc. These mentions will even play well with current clients, as they will likely feel more secure in their choice of advisor once a variety of outlets start regularly featuring you.

 

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A Strategically Focused CE Curriculum

With classes approved for over a decade by the CFP Board, IWI, and NASBA, Advisors4Advisors CE classes are an optimal knowledge stream for CFP®, CIMA®, CPA, CPA/PFS®, CFA®, and other practitioners. It's not a grab bag of speakers willing to sponsor CE content. Nor is it a one-man CE course. It's a group of subject matter experts with amazing communication skills and a history of thought leadership that, together, give advisors a well-rounded knowledge system for running a professional practice ethically and intelligently.

CE Since October 2008

A4A CE classes for financial professionals began in October 2008, the week Lehman Bros. collapsed. Initially billed as “The Financial Crisis Webinar Series,” A4A connects advisors with authoritative sources on investing, tax, and financial planning, chosen by A4A Editor Andrew Gluck, a veteran financial reporter. A4A members get a stream of CE classes for an advisor who: 

  • holds a CFP®, CIMA®, CPA, CPA/PFS, CFA or other designation requiring CE annually 
  • values monthly CE classes by Fritz Meyer, Craig Israelsen, Bob Keebler, Frank Murtha, or Andrew Gluck
  • diversifies a core of client portfolios in low-expense funds
  • invests based on MPT and economic fundamentals
  • advises on tax and financial planning as well as investing
  • needs financial counseling skills
  • wants the Certified Financial Counselor™ designation 
  • is building a brand as a thought leader locally or in a niche
  • wants the facts when bad news breaks
  • wants CE aligned with a content marketing system
  • wants 24/7 access to CE on-demand
  • insists on objective evidenced-based tax and investment planning analysis
MEMBER REVIEWS 
William Desormeau, Jr.  
It is not possible for me to overstate the cumulative value that Craig, Bob and Fritz have added for over 10 years to my investment advisory practice, as well as for personal and family financial planning. A4A gets my highest recommendation
Lynn Najman, CFP®
I’ve subscribed to A4A since its inception, and always find it intellectually stimulating and on point. It’s one of the few CE solutions out there that doesn’t waste my time by pushing product or talking down to me.

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Pete Deacon, CPA, CFP®
A4A has had a profound effect on my business. Since 2009, I’ve relied on the consistent messaging and updates to run my business successfully. Being able to present the information from Bob, Fritz, and Craig's ongoing CE webinars has been a significant benefit.

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Fredric Mayerson, MBA, PhD, CFP®
I've been a financial professional and professor of finance for 35 years and find Fritz Meyer and Robert Keebler to be among the most engaging, incredibly knowledgeable, and experienced presenters I’ve encountered. They deliver an extraordinary amount of information in an extremely interesting way — sequentially and developmentally, utilizing pedagogical tools and techniques that few possess.  A4A to is the most consistently excellent CE program available.  
Ron Roge, MS, CFP®
I’ve been attending A4A many years because the CE classes are outstanding, and my time is valuable. Though I have over 35 years of experience, I’m always learning something new on A4A. I attend fewer conferences now because the CE is generally not advanced. If you want to learn from the best, in a faster, easier, and less expensive way, I highly recommend A4A.

John R. Day, CPA/PFS®

I’ve been a member since 2011 and never miss the monthly webinars with Fritz Meyer. I appreciate Fritz’s independent views on the economy and markets and Bob Keebler keeps me updated on excellent tax planning ideas. A4A is a great value!

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Norman Politziner, CFP

I wouldn't miss a Fritz Meyer webinar unless my pants were on fire. I've relied on Andrew Gluck's knowledge systems --client communications and CE -- for two decades. It's simply the best solution for tax, financial, investment, and risk-management professionals.®   

Dan Hawley, CFP® 

A4A, for over a decade, has been a great resource for useful and accurate information and CE. A4A and Advisor Products are bargains for an advisory practice. 

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Kevin Brosious, MBA, CFP®, CPA/PFS®

I get CPA CE credit and CFP credit for the webinars.  But not only that, the A4A content is terrific