How to make sure people listen when you market on the radio

“Do you need help with your Roth IRA? Do you have questions on taxes or estate planning?”

These were the kind of questions that Stefani Fiedler, CLU, CFP, was asking on her three-minute local radio show.

And, to put it in radio terms, the phones weren’t exactly lighting up.

“We felt like people were hearing us but not listening closely,” said the three-year MDRT member from Rice Lake, Wisconsin. “We wanted to target high-net-worth individuals, and listeners weren’t getting that.”

The solution, as it so often is in the financial services profession, was to get more specific. Now, instead of broad knowledge and a vague callout for people in a general situation, Fiedler appeals directly to business owners, attorneys and doctors, indicating her practice’s experience helping with business transition, employer-sponsored benefit plans and more.

Now, these people are not only listening but coming in to see them. Because Fiedler has asked.

“Whenever we have a prospect meeting, we ask if someone referred them or how they heard about us,” she said. “Many say they heard us on the radio.”

Read more in “Build a brand that sets you apart.”

Written by Matt Pais, MDRT Content Specialist