MASTER THE MEDIA: Attracting Your Ideal Clients by Becoming a Media Financial Expert
By Derrick Kinney
John Wiley & Sons (NYP)

All financial professionals, from investment advisors and accountants to insurance agents and bankers, are trying desperately to move "up-market." If they’re not already working with their ideal clients, they’re studying how to do so. The best way for financial professionals to make the transition "up-market" is through the media. By creating and implementing a locally-based strategic media relations plan, financial professionals can position themselves as the experts people call upon and trust in their community. MASTER THE MEDIA by nationally recognized financial advisor and media relations expert Derrick Kinney, ChFC, shows readers how to provide the media with exactly what they want. Then, by leveraging their media appearances, financial professionals can get the ideal clients they want, while receiving powerful third-party credibility, widespread visibility and soaring profitability—all for free! For the financial services professional, there is no other book on the market today that provides the "how-to" of breaking into the media, and the best ways to leverage this exposure to attract ideal clients.

The core market for MASTER THE MEDIA (60,000 words) is substantial and growing rapidly. There are currently over 4,000,000 financial advisors, accountants, mortgage brokers, and insurance agents in the country. Kinney’s message targets both the independent sales and investment representatives at the big companies (i.e. Prudential, American Express, Fidelity, Charles Schwab, State Farm,) as well as purely independent CPA's, mortgage brokers, insurance salespeople, investment advisors, etc. There is also the potential for bulk sales to large financial firms with sales forces and independent representatives/franchisees.

Kinney is uniquely qualified to write this book. Last year he appeared in the media more than any of his national financial planning firm's 10,000 advisors across the country. So far this year, he has accounted for over $500,000 in free publicity. He is currently seen by 1,000,000 viewers per week, as he appears on the news programs of NBC’s Dallas affiliate. He has also appeared nationally on Bloomberg television and CBS Marketwatch, and many other Dallas-area news programs. He also publishes a weekly article in the business newspaper of Fort Worth, and has been featured and quoted in the Fort Worth Star-Telegram and the Dallas Morning News. Kinney’s media success has translated into a booming advisory practice. Without any prior experience, he began his career in the financial services industry in 1995. In 2000, he broke company records for the most business ever cleared through the national financial company he is affiliated with. In addition to his media appearances, he also speaks at company seminars and shares his "secrets" of success with fellow advisors. Kinney recently started Palladium Media Consulting, Inc., an Arlington, Texas-based media consulting firm, that advises financial professionals all over the country on how to position themselves as financial experts in their local media.

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