Just Google It

Every year, financial professionals continue the search for the latest and greatest ways to get in front of the people they hope to help.

Those who make it to the top of their industry seem to find the most creative avenues to get in front of qualified prospects.

For many years, the options seemed limited: seminars, luncheons, mailers and newspaper ads.

In today's world, the options are endless: TV, radio, billboards, seminars, lunch and learns, mailers, movie events, and a whole host of client events, such as birthdays, holidays, dinners and wine tastings.

And let's not forget about how much technology has changed things, with webinars, LinkedIn, Facebook, Twitter and podcasting.

The world is changing so quickly. If you stop long enough to take a vacation, you better be prepared to develop a whole new marketing plan by the time you get home, because there will be five new things to try by this time next week.

It can make your head spin.

Here's one that might have slipped past you, and you might not even realize just how important it is.

Digital Reality

Have you ever Googled your name?

I know that sounds egocentric. But you know what Nike says, "Just do it!" Google your own name.

At the advice of a good friend, I did this many years ago. When I did, I didn't like what I found: Not much.

So, I immediately started working on changing what would happen if a potential client heard my name and decided to "Just Google it."

Filling the Void

I started writing articles for financial publications regarding things that were in my wheelhouse.

I wrote scripts for radio shows about annuities, life insurance and ways to generate contractually guaranteed tax-free lifetime income.

I wrote articles for local newspapers about safe retirement planning options.

I became a guest contributor for a local TV station and recorded segments about financial planning topics.

I wrote two different books about retirement income planning, and I have given away more than 1,000 copies of these books to clients and potential clients.

And then, I caught up to the rest of the world and turned my 14-year radio program into podcasts and YouTube videos.

What happened then?

The Results

Just Google it: Brad Pistole.

For many years, 90% of my clients walked through my door because they had heard me on the radio.

Even though radio is still my No. 1 marketing tool, I now also reach clients through radio, TV, billboards, articles, podcasts, YouTube videos, books, articles, referrals, and yes… Google searches.

The world has changed. People used to hear my radio show and then call our 800 number.

Now they listen to the show and write my name and number down. Then they take the time to Google my name.

That may lead them to one of my books on Amazon or an article I've written for a national publication. They might click on one of my YouTube interviews or subscribe to my weekly podcast.

They might watch one of my recent television interviews or click on our website.

This past week, a new client called our office. When I talked to them, I said, "How did you hear about us? Have you listened to me on the radio?"

Their response was something I hear every single week now. They said, "We wanted to work with a fiduciary, so we Googled it. When we did, your name was the first one on the list."

These clients live 90 miles from me. The rest is history.

If you want to find limitless success, put systems in place that will work for you 24 hours a day, seven days a week.

When you do, no matter how quickly the world continues to change around you, you will continue to meet the needs of your clients and you will be blessed.

Brad Pistole, CFF, is chief executive officer of Trinity Insurance and Financial Services in Ozark, Missouri. He is a Master Elite IRA Advisor with Ed Slott Company, and he is a member of the Million Dollar Round Table Top of the Table.