By Graeme Mills, Content Manager for Simplicity Lone Beacon.
In the world of financial advisors, making improvements to your business, personnel, or self, creating institutional partnerships, and engaging in your community can be effective ways to stand out from the crowd. But who will know unless you tell people? One effective way to gain visibility (and legitimacy) is through well-crafted press releases around those actions. Whether you’re announcing a new service, hosting an event, or celebrating a milestone, a press release can be a powerful tool to communicate your message to the public. Since many financial advisories work in their local community, a great way to use a press release is to try to get the attention of a local newspaper that can write a piece about the action or event taken.
Here are some best practices for financial advisors when writing their own press releases to fit the standard and garner attention.
- Start with a Compelling Headline
The headline is the first thing a reader will see, so it needs to be compelling and concise. It should summarize the main point of the press release, immediately conveying the newsworthiness of the announcement. Remember, press releases are about news, not just general information, so ensure your headline reflects an event or development that warrants public attention.
- Consider a Subheadline
A subheadline, while optional, can be a useful tool to add more detail or context to the headline. It provides an opportunity to elaborate on the main point, offering readers additional reasons to continue reading.
- Clearly State the Dateline
Begin the first paragraph with a dateline that includes the city and date. This anchors your press release in a specific time and place, lending it immediacy and relevance.
- Write a Strong Introduction
Your introduction should grab attention and provide essential information. It must answer the who, what, when, where, why, and how of your announcement. This opening paragraph is crucial as it sets the tone for the rest of the release and ensures the reader is hooked from the start.
- Develop the Body with Details and Quotes
The body of your press release is where you expand on the details. In the second paragraph, consider including quotes from key stakeholders such as company executives or industry experts. These quotes add credibility and a human element to your story, making it more relatable and engaging.
- Provide Additional Context and Background
The third paragraph is your chance to provide further background information, statistics, or context that supports the news being announced. This might include industry trends, company history, or other relevant details that help to flesh out the story.
- Highlight the Significance
In the fourth paragraph, discuss the implications or significance of the news. Explain why the audience should care about your announcement and how it impacts them. This is your opportunity to connect the news to broader industry trends or client benefits.
- End with a Boilerplate
A boilerplate is a brief paragraph about your company or organization. It should include key information about your firm, its mission, and any relevant background. This section helps to position your company in the reader’s mind and provide context for the announcement.
- Include Contact Information
Always provide contact information at the end of your press release. Include the name, phone number, email address, and any other relevant details for media inquiries. This makes it easy for journalists or interested parties to reach out for more information. You should also make sure the exact address of your business is in the top left corner of the page.
- Add a Call to Action (if applicable)
If your press release is tied to an event or a specific action you want readers to take, include a call to action. This could be an invitation to visit your website for more details, attend an event, or sign up for a service.
3 Keys to Take Your Press Release from Good to Great Tips for Success
1) Keep It Concise: A press release should typically be one page. Stick to the essential information and avoid unnecessary details.
2) Use Clear Language: Avoid jargon and overly technical terms unless absolutely necessary.
3) Proofread: Ensure your press release is free of grammatical errors and is clear in its messaging.
By following this structure, independent financial advisors can create informative, professional press releases that effectively engage readers and enhance their visibility. A well-written press release can even catch the attention of local reporters, leading to broader media coverage and increased recognition for your advisory practice.
About the Author: Graeme comes to Simplicity Lone Beacon from the health-tech industry where he produced digital content ranging from profile pieces to research articles to multimedia blogs and videos. Prior, he produced marketing content and videos for brands including a documentary for a Boston-based environmental non-profit, and has published work in Altcoin Magazine, Fenway News, and other publications. He brings this experience—along with an academic background in economics—to Simplicity Lone Beacon’s content marketing initiatives for financial advisors.
