Do your clients and media contacts know MDRT?

Your clients probably are familiar with badges of quality like the J.D. Power rankings for products and services or the Good Housekeeping Seal of Approval for household goods, but do they know that qualifying for MDRT is another standard for excellence?

When they see your MDRT affiliation on your website, in your literature or on a plaque hanging in your office, would they know that you met significant production qualifications annually to be part of the association and that you follow a strict code of ethics? Would they also know that you are part of a global network that gives its members exclusive access to resources, educational opportunities and collective knowledge? Are they aware it’s all so you can offer the best and latest thinking on financial topics that matter to them?

Of course, when you meet prospects, you want to spend the majority of the session learning about them and letting them do most of the talking. But you can win their confidence by making them aware that MDRT membership is limited to the most successful advisors, and they can be assured they are working with one of the best in the profession.

So how can you discuss MDRT with clients?

• “MDRT provides me with innovative ideas that help my clients reach their financial goals. It does so by providing a unique mix of peer-to-peer networking opportunities through major meetings, study groups, mentoring and educational resources.”
• “I have access to case studies from the best in the profession, which provide real-life examples of ways I can help clients.”
• “I also get to collaborate with other members who succeeded with challenges similar to what myself or my clients are facing. The association exists to help fellow advisors and their clients.”
• Also, tell your prospects and clients they can be assured you are operating in their best interest, as members are held accountable to MDRT’s strict professional and ethical standard.
• Let them know that the association empowers you to generate growth for clients, your business and your life, and there is always room for growth and to go the extra mile for clients.
• MDRT meetings feature inspirational speakers who guide and energize you to be the best advisor and person you can be, and members are encouraged to give back to their communities by volunteering time and resources to the MDRT Foundation.

Media interviews

If your social media networking and media relations outreach has helped you get recognized as an expert, you might get calls from local news outlets for interviews. Weaving your MDRT affiliation into media interviews can amplify your credibility and expertise. Just remember before engaging with the media that you are in control of the interview. The purpose of the interview is to connect with your target audience, not the reporter, and your goal is to deliver a message and tell your story, not just to answer the reporter’s questions.

Before diving into the interview, take time to review the MDRT Code of Ethics to guide your messaging and help you make impactful statements around MDRT’s effect on your business. For example, you could say something like, “Through abiding by MDRT’s Code of Ethics, I’ve been able to gain a deeper sense of trust from my clients and create long-term relationships.”

MDRT research is available for you to frame and share with clients and the media how a certain statistic plays out in your work and impacts your clients. Say you’re in an interview about consumer spending, weave in MDRT by saying, “According to a recent MDRT survey, 74% of consumers with at-home dependents can cut back on dining out during a recession. This rings true for many of my clients, as we’ve began adjusting their budget to prepare for impacts from a potential recession.”

Think back to a time when MDRT helped you shape a key business strategy or furthered your development. You can demonstrate your professional growth with statements like, “During a session with my MDRT study group, a fellow member mentioned something that really resonated with me,” or “While I was at an MDRT meeting, I heard from a speaker that they never had issues gaining new clients thanks to a strong presence in their local community.”

Appearing as a source in relevant media outlets — whether local or specific to your client niche — is a great way to build your reputation as an expert and your social media profile. So, whenever you are quoted in an article or appear on a news clip, share the piece on social media and tag MDRT.

Carmen Wong is MDRT’s media relations specialist. If you would like a complete copy of the MDRT Public Relations Guide, contact her at cwong@mdrt.org.