“The pen is mightier than the sword.” (Edward Bulwer-Lytton). People have been awed by the power of the press since Gutenberg’s time back in 1439. The news media has historically been known as “The Fourth Estate.” Being read in print by others is powerful. Can you do it?
Many advisors answer with a quick no, citing their compliance department. When I open our local weekly paper, I see the weekly column by a financial advisor. My LinkedIn messaging includes correspondence with an insurance agent in Singapore who is featured in the financial press and on TV. I admire a Northern California advisor, now retired, who had a regular column in his private club’s newspaper. Our local chamber is seeking blog postings. I think the landscape has changed.
Six Ways Advisors Can Get Into Print
Compliance hasn’t gone away. You will still need their approval. Often the swiftest solution is to start by finding someone else in the firm doing what you want to do in another city. Call them up. Ask questions. Next, approach your compliance manager with the request: “I want to do what she is doing.” They will call their opposite number in that advisor’s office and learn how it got approved.
1. Professional associations. We are talking about the local chapter servicing your niche market. These professionals have a social/business group. It should have a website and a newsletter. It will be online, in print or both. Join as an associate member. Ask if you can write a column, proposing an approach that fits the need of your niche market. They need quality content. In some cases they might want you to be moved up to the sponsor level.
2. Chamber of Commerce. Ours is seeking blog contributors. That’s a start. Chambers often have newsletters. First you join the chamber. Read over the newsletter. What’s missing? They might cover investing, but not retirement. Find your niche and hold that thought. Explore the “blog content” approach. See if you can build a following. Approach the Chamber about an article, hopefully developing into a column.
3. Private club newsletter. The Northern California advisor took a different approach. He wrote a travel column. (I can’t imagine how Compliance would have a problem!) His niche was reciprocal private clubs in other cities. He would visit, check them out and write them up. What does this have to do with investing, you ask? Members might have questions! How do they reach him? His short bio has his name, title, firm and contact info.
4. Local newspaper. Years ago, I read a book that touched on this topic. Find a local newspaper that recently changed editors. It happened for a reason. The new editor will likely seek to refresh the publication. Suggest a theme for your column that sounds unique. See if they pick up on it. Don’t expect to get paid.
5. Business journal. If you live in a metro area, you’ve got at least one. Buy a subscription. Read through several issues, listing the types of articles and columns they carry. Where are the gaps? Come up with an article idea that is compelling and shows you have dug into the subject. A local angle makes it even better. Submit your pitch and tactfully follow up.
6. Alumni newsletter. Your school should have an alumni magazine. There should be local chapters that might have newsletters. Once again, do some research and find a gap in their content lineup. Contact the editor and suggest an article. Your status as a graduate helps out, because a magazine for alumni should feature articles by alumni.
In many cases these articles will be considered unpaid contributions, but there are exceptions.