Through the years, we’ve had countless financial advisors come to us wanting to be in Fortune magazine or The New York Times. Truth is, they’d be better off focusing on their local community weeklies or small dailies by being a source and writing articles. Most financial advisors have a client base that is local, not national; yet they ignore their local media and focus on big name outlets, which are much harder to crack and likely to be less effective in attracting new business. Also, the experience of having talked to a local editor and written for a local newspaper leads to more media experience and exposure. I suggest starting with a byline article for a couple of reasons. You may already have a newsletter whose contents can be rewritten to fit the editorial style of a local newspaper or magazine. Also, by writing an article for publication in a targeted publication whose readership is your target audience, you will crystallize your thinking, while showing your knowledge to the target market. We’re not talking about reinventing the wheel here. You should be writing about the problems your clients are currently experiencing and the solutions you are providing to help them. Articles can provide simple tips and advice that would be useful to everyone. For instance, during these turbulent times, people want to know if their money is safe, whether it’s in the bank or the market. They need to know about FDIC changes, money market options and how Treasuries work. That could be an article in itself. So how do you go about getting a byline article in your local newspaper or business journal? Here are a few tips: • Make a list of potential article topics. What are your clients asking you? Think in terms of about 500 word articles that offer a few tips. This is the typical length. • Make a list of local publications where there may be an opportunity to contribute an article. Look for those that already have byline articles from outside experts. • Contact the editor of your local newspaper by email. Send along a topic and a few tips and offer to write an article or an ongoing series of articles that cover financial topics or topics of interest to businesses. Offer your background and credentials in a bio and send along your website address. Follow-up with a phone call to go over the idea and get parameters – deadline date, length, photos, etc. • Ask to meet with the editor for breakfast or coffee. Establish a relationship so he or she knows you are credible and trustworthy and will deliver a quality article on time. Offer to bring samples of past writing. These articles can form the basis for material for a speaking date to an organization of individual investors, like local AAII chapters. Too many advisors ignore their local markets and media. Local business journals around the country are looking for outside experts to contribute articles, especially during this time of staff cutbacks at newspapers and magazines. They are hungry for free content. Another benefit: These articles will make for great handouts while speaking to potential clients. People respond well to stories, not statistics. By talking about the solutions you have provided to your clients during these difficult financial times, you can demonstrate your knowledge and competence. Send your published articles to your current clients. Most advisors’ client base is local and they seek referrals from that base. So, articles for local publications can be used as a referral marketing tool to give to clients to pass along to their contacts. So, by doing nothing to promote your business during this economic downturn, or looking only to be in the mainstream media, you are missing a golden opportunity to reach your target market of local clients and referral sources. Write for local publications and help people who desperately need financial advice during this difficult period. Why aren’t you writing?