You have probably heard the expression "it's not what you know, it's who you know", if you are a financial advisor or agent trying to make your way in the industry, that may not hold true. Most people are inclined to believe what is in print. This article is from an experienced author and financial expert that has proven that being published is the best way to get business. Learn how this new way of marketing your business cannot only be profitable, but fun!

The new way to get more business is through psychology. I work in the insurance industry and one thing that I have noticed is that many insurance relevant messages never get heard. They’re the wrong messages sent to the wrong target markets.

Ask yourself, are you someone your intended target market would easily and quickly gravitate to? Do they find you immediately trustworthy and credible? I find that many insurance advisors are indeed credible, but they are not good at demonstrating their credibility. As a result, many people they meet don't easily trust them. The biggest marketing mismatches involve emotional issues – the things that help your prospect feel safe with you. Some examples of this include:

• A personal phone call from the advisor

• Clear descriptions and directions

• Content written in the language of your target market

• Relevant information, rather than an endless sales pitch

• Pictures of staff members on your web site

Part one in attracting a new client is creating a feeling of safety. If you don't know how to make the prospect feel safe and comfortable, chances are slim that you’ll get far enough to write new business with him.

There is an unwritten philosophy that if it’s in print, it must be true. This is a joke, but a lot of people believe what they read in newspapers, books, magazines, etc. If you need help with a subject, and read an article written by someone who is knowledgeable about that subject, you may be more likely to wish to call him or her for advice. I write for numerous publications but that is not how I earn my living. Most of my income comes from the people that called me for help after they read material that I have written and published. They call me because I am the perceived expert since I have been published on a subject that they are interested in. I have been operating like this for over thirty-five years. Anyone can do business like this. Get published first, then show people their article and watch their business grow.

I have shown many of my friends how to make lots of money while helping people. It is surprisingly easy, if you do the right things the right way. Here is an example; a few years ago a good friend of mine wanted to move to Greenwich. He is a financial planner, smart and honest. He just needed a little push and some direction. I showed him how to get published and how to get on TV. Within a year, he had enough money from business that was generated by his being publicized to buy a nice house in Greenwich, CT. Another example is an accountant friend of mine. He wanted to go into the life insurance business, but was not an outgoing individual. I coauthored a book and some articles with him. That following year, he was the number 6 salesman for a very large insurance company. He sold more life insurance than 10,000 other agents and brokers that did business with the large insurance company. He gets almost all his business as a result of being published. Imagine that! A "no personality CPA" becoming a highly successful agent, and it happened in his first year in the business!

The more you learn about how to apply psychology and perform therapy on your own messages, the more successful you can become. By getting published, you become the expert, the go-to to guy for help. You are no longer competing with all the others. You are now seen as the expert and people will seek you out. I am not that smart, outgoing, or nice looking. I became very successful using the above ideas. It was easy and fun. So what are YOU waiting for?

Lance Wallach, National Society of Accountants Speaker of the Year and member of the AICPA faculty of teaching professionals, is a frequent speaker on retirement plans, financial and estate planning, and abusive tax shelters. He writes about 412(i), 419, and captive insurance plans. He speaks at more than ten conventions annually, writes for over fifty publications, is quoted regularly in the press and has been featured on television and radio financial talk shows including NBC, National Pubic Radio’s All Things Considered, and others. Lance has written numerous books including Protecting Clients from Fraud, Incompetence and Scams published by John Wiley and Sons, Bisk Education’s CPA’s Guide to Life Insurance and Federal Estate and Gift Taxation, as well as AICPA best-selling books, including Avoiding Circular 230 Malpractice Traps and Common Abusive Small Business Hot Spots. He does expert witness testimony and has never lost a case. Contact him at 516.938.5007, wallachinc@gmail.com or visit www.taxadvisorexperts.org or www.taxlibrary.us.

The information provided herein is not intended as legal, accounting, financial or any other type of advice for any specific individual or other entity. You should contact an appropriate professional for any such advice.