About 20 or so years ago, I used to listen to a guest on local radio who was a financial advisor answering listeners’ questions live on air. It fascinated me, and I used to listen to him to see how he used to answer technical questions in a different way to how I would. And I learned some tips from him on explaining some complex financial planning matters. One day I tuned in, and he was the news because, sadly, he had died. I saw an opportunity. I called the radio station and sent my condolences. I followed up by saying that I would be happy to step in if they needed some temporary cover to help them, and when they asked if I had any experience, I just said yes. You see, in my head I had the experience because I had been practicing answering the questions to myself when I heard him on the radio. I remember driving along in my car and trying to beat him to get my answer out before he did live on air. Also, what was the worst that could happen? Well, fast-forward two weeks, and I found myself in the BBC studio live on air, not knowing what to do with the headphones and not having a clue as to what I was doing technically. But I did it. I answered listeners’ questions live on air, and, somehow, I got away with it. That was over 20 years ago. I have now been the financial expert on the local BBC radio station ever since.

That is just the start of the story. It then led to my being asked to help on other programs, on other stations, which in turn led to TV appearances, including some quite amazing locations to film in. The PR from this has been the best PR any business could ever want. Being heard on radio and seen on TV is PR that money simply cannot buy. Think about how much an advertisement would cost you on television or radio. The credibility of this work with your clients and prospects is unparalleled when compared to what other advisors are doing locally. The key to that is also local. Because a lot of the prospects of potential clients that I want to talk to are exactly that — local, because I am on local radio and in local publications.

The byproduct of doing this has been completely and utterly exponential in terms of the business it has brought to us and our advisors, and others can also do the same. I’ll explain how you can start being the go-to expert in your local area — be that radio, print or television. There are golden rules that I can outline as to how you go about being the best guest they’ve ever had, which will also mean that they rebook you for other appearances. The other byproduct from having carried out this media work is that the presenters and the people behind the scenes at both television and radio have all gradually become clients of mine. Almost all the staff at the local radio station are long-standing clients, as are many of the people who work in national TV. What this has meant is that my client base consists of several well-known and public/famous faces. My point is this: Everybody needs financial advice, but what I’ve come to realize is that those who are in the public eye are not the type of people who are going to go onto Google and search “financial advisors” and have somebody who is unknown to them come to talk to them about their finances. They want to know whom they can trust because they are in the public eye. I am that go-to person now. This makes the client work move in a completely different direction, and I can say that it is really fun to be “allowed” within their world and the work that results.

I have found myself at celebrity lunches. Lots of them are now friends, and they refer me to people who are like them, as they too all want to know whom to trust. None of this would have happened if I hadn’t been brave enough in the first place to pick up that telephone and call the radio station some 20 years ago. You can do the same. What this also means is that my appearing on sradio and television provides social media content for marketing across my social media channels. We very much position ourselves as the trusted advisors because, after all, it amounts to being endorsed by the media who allow me to be on their shows. I have immersed myself in their world. I subscribed to their newsletters, I learned their IT systems, and, in the case of the BBC, I am now one of the best experts for advice on their complex pension schemes. So, as a result, I’m now automatically the go-to person for colleagues there to turn to when they want advice.

The referrals just keep coming. It is like a snowball effect. I am so well-known there that I even now have my own pass to get into the buildings. This media output opens so many doors: I wrote a column in a local newspaper for years. I am asked to present at local groups when they want an expert because I am known. I have been a guest on numerous podcasts and contributed to several books. But I am not finished yet. As time goes by, it just keeps getting better and better. The bottom line is that all of this has led to huge inflows of business. Having clients is truly the right fit for me, and it hasn’t stopped. And the best thing? I have had the greatest fun and grown as a person while doing so. Above all, I have made my parents proud. You could do the same if you know how, and you take a brave step. I share my examples and story with others so that fellow MDRT members can grow their business in a different and exciting way to perhaps what is considered more traditional methods. Be different!