Sometimes, it really pays off to spend time really listening to people while doing things you love. Last Monday, June 8 offers a case in point. I invited Publici-Tea™ graduate, colleague, and financial advisor Debbie Whitlock to join me at The Bellevue Club to exercise and have some girl chat. We talked about a variety of things, and it was really great to connect while getting in shape.
The very next day, one of the media query services to which I subscribe asked to be connected with financial advisors and real life examples in which the wife earns more than the husband. I passed this lead to Debbie since it sounded like a “perfect fit” story to which she could add value. She replied in a very timely and compelling way. Here is the text from her email pitch:
As a woman financial advisor in business with her husband, your query caught my attention. Married for 13 years, my husband and I began working together eight years ago and opened our own practice in 2002. During the early years, we were pretty evenly matched with our income. Strategically we made some changes, and it is my income now that is the greater of the two. I am certainly fortunate to have a business and life partner who checks his ego and celebrates all our success as steps towards our greater goals without attaching labels. Ours is a true partnership in our business and personal life. In the world today, many of the traditional stereotypes of who makes the money are gone – but not talked about.
We both bring value and worth to our business and relationship in hundreds of ways without needing to keep a tally and assigning a higher or lower value.
While this topic is not easily balanced; one of our keys has been humor. You know what you are doing is working when he says to me, “Alright sugar-mama – get busy so I can be kept in the lifestyle to which I’m ready to become accustomed.”
I am thrilled to see you are doing this piece for Forbes Woman Magazine. As a subscriber to Forbes, I was excited to see the debut issue of Forbes Woman and personally feel you are onto something big. Congratulations!
I have attached my bio and professional photo, and can forward one of the two of us, as well. I look forward to hearing from you. Let me know if you need additional introductions as I know another advisor here in Seattle, whose practice centers on vows and values for newly engaged and newly married couples of all ages. I am certain she would have excellent insight into these relationships as well.
Regards,
Debbie Whitlock
Sound Financial Partners
The same day, the reporter got in touch with Debbie by email and a telephone interview quickly followed. On June 12, the story debuted on Forbes.com. Here is the link, and Debbie’s comments and expertise are highlighted in the lead paragraph.
I asked Debbie how she prepared for her interview. She said, “When Heidi contacted me, I remembered your words of wisdom — always make yourself available to suit their schedule. So I asked about her availability and made my schedule mirror hers. I took some time to outline my key points before we spoke and kept focus on the idea of being concise and precise. I did a ‘Google’ search on the reporter’s name prior to talking with her and read some of her work. That made it possible for me to comment on some things she had written prior. It was easy and natural, and she obviously appreciated me taking some time to learn about her. I think the outcome is terrific. My name is spelled correctly. The story says where we work and what we do. And even though our company name is not mentioned, Debbie Whitlock Seattle is very easy to find in a ‘Google’ search. To be featured in the lead paragraph is outstanding.”
DIY Publicity Tips: Notice that Debbie demonstrates that she is a subscriber to Forbes magazine, is paying attention to the publication’s plans to shine a light on women, and that she very neatly qualifies herself as the perfect fit candidate to contribute to the story at hand. She even offers a sassy quote that makes this touchy subject more engaging to talk about. She offers links that make it easy for the reporter to view her photo and her professional bio to make it that much easier for the reporter to know she is dealing with a credible professional. She also offers to introduce the reporter to another professional who can add value to the story in development. This is a stellar example of the right way to respond to a media query. And, the results are now in plain view to everyone who reads Forbes.com.
Sometimes, favorable publicity can happen just this fast. You just have to listen, pay attention, and act. Rock on Debbie Whitlock and all the other DIY publicists out there who see the value in making their own magic manifest in the media as a result of do-it-yourself publicity. Keep up the great work.
And, if you are someone eager to learn even more about DIY publicity, check out the new Publici-Tea™ Express event coming up on June 24 from 9:30 a.m. – 11:30 a.m. in Tacoma, WA. Here is the link to learn more.
