How to create a public profile

A public profile gives you a competitive advantage, says Raymond Yates, financial advisor and senior partner with Save Right Financial Inc. in Mississauga, Ont. “By increasing your visibility,” he says, “you can differentiate yourself from the average advisor on the street and potentially get more referrals.”

Here are some ways to increase your public profile:

> Publish media articles
“Getting into print is one of the most powerful ways of increasing your visibility,” says Yates. You can gain media exposure by writing articles for your community newspaper or a local trade publication. Or, you can submit articles to web-based publications.

When writing articles, pick an area in which you have expertise that appeals to your target audience — such as retirement planning, estate planning or investing. This way, you can be seen as an expert on the subject matter, Holjevac says, and potential clients may call you to seek your services.

> Get quoted
Let financial journalists or writers know that you are an expert in specific subject areas and that you are available for interviews. Refer these journalists to other stories in which you may have been quoted or articles you have written. If you don’t yet have any media exposure, submit links to your newsletter to demonstrate your expertise.

Third-party quotes on subject areas relevant to your practice boost your credibility and build your profile, says Yates. You can then include articles in which you have been quoted in your marketing material.

> Become a speaker
Volunteer to speak at seminars or public and industry events in your community. If your talk goes over well, you will most likely be asked to speak at other events.

“Don’t do a sales pitch,” Holjevac says. “Tell your listeners something that’s important to them.”

Adds Yates: “Speaking at events allows you to establish yourself as a resource or expert people can call on for assistance.”

> Join local groups
Enroll in community or niche groups to connect with people. In some instances, Yates says, the members of a group may comprise target audience. In others, the goal is simply to create a presence in the community.

Try to add value to your group without expecting something in return, Holjevac suggests. For instance, talk to a group of seniors about the disability tax credit. “The return comes naturally,” she says.

> Create a newsletter
Develop a newsletter to send to prospects and clients. The newsletter should contain financial and market-related stories as well as personal stories or news about events. “People like to read things that are non-financial,” Holjevac says. Make sure the newsletter shows clearly that it comes from you.

IE