It’s not 1952!

It’s 1952. You’ve just opened your business in the downtown of your city. You get your space, put out your sign and wait for the flow of people to walk in. Guess what, people came in and you were a very happy person … as long as you had quality service, friendly staff and competitive prices. Life was good.

On occasion Sheriff Taylor or his deputy, Barney Fife, would walk in and say Hi, giving you and your customers additional peace of mind.

No matter what your business, the owner needs to come across as the area expert in that area. How can YOU be that? It is both easier and much harder in 2012 than it was in 1952.

In 1952 you used the local newspaper which was the dominant form of media in your community. You dropped by the local AM radio station as well and attempted to appear on the popular shows being broadcast to your community. Then you had your nice downtown office where people walked right in to see you.

In 2012 there is a tremendous amount of additional media sources and ways to impact customers and potential customers. Are you using these media opportunities to make an impact in your community?

Newspapers are not dead but they don’t have the impact, especially locally, like they used to. However, some newspapers have been able to create a web presence which is being used by the public. There are even “local” web based community newspapers which get local exposure.

Finding out what your options are and reaching out to the writers and editors is critical. This will not create instant success, but over time they may reach out to you to help them with a story. Not only does that create exposure for you but helps set you up as the area specialist in your field in your community.

Instead of one or two AM radio stations, now there are many AM & FM stations of all types of formats. Know your stations and local hosts and discover how you can help them help you. Local news/talk stations always need topics and guests. Morning shows and some afternoon shows will need guests as well. Some stations have midday news or farm shows where your specific expertise could be used. Introduce yourself to the producers and the hosts and establish yourself as an expert.

Think you are too little for TV? Nope. Many local TV stations have the need for guests on their morning news shows which wrap around the GMA’s and Today Shows. Watch or tape them on your DVR and see what they need on local segments. I’m not from Omaha, however, last summer when visiting I was a guest on local TV talking about the 3in4 Need More Campaign.

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Contact the local producer and see how you can get on TV. Then use these appearances for your in house promotion. If you have the talent you can even host your own “show” on cable access or even buy a half hour or hour on local radio or TV.

Don’t forget the new media as well. Do you have a website? Does it have good content? How about your own “app”? What do your emails look like? Your email signature should convey a strong message. Include a photo, contact information, links to your website, etc.

You are a brand. Use your brand to tell the public that you are the specialist in your field. Really doesn’t matter if you are a Long Term Care Specialist or a specialist in something else. You need to look like you know what you are doing. Everything from the voicemail message on your phone lines to your letterhead should send a strong message. Then act like the specialist that you know you are.

About Matt McCann

Matt McCann is recognized as a leading Long Term Health Care (LTC) specialist. Since 1998, Matt has been a national leader in finding solutions for the physical, emotional and financial burdens LTC places on American Families. He has been recognized by the American Association for Long Term Care Insurance as one of the top specialists in the country. In 2015 he was listed among the top ten specialists in LTC planning in the nation. He has also worked in sales management for two of the leading organizations marketing LTC products. He served as Director of Business Development for ACSIA LTC and Senior Vice President/Sales for LTC Financial Partners. Many of his agents have been among the top LTC specialists in the industry. Matt's divisions have also led in an innovative webinar approach which allows agents to use screen sharing software so prospects can see the agent's desktop. Matt's proven areas of success include sales coaching, training and motivation in additional to being an experienced LTC specialist. He has produced results in total production, placement rates and lead efficiency. Matt is known for years of experience leading creative efforts for agent meetings and sales promotions which drove results for both agents and consumers. He is now focused on helping consumers find affordable solutions so they can protect their assets and never be a burden on family and loved ones. He specializes in LTCi, Critical Care and Asset Protection products. Matt also coaches individual agents throughout the country helping them improve their processes to help more consumers. Matt is also known as an effective public speaker on LTCi and LTC issues as well as sales motivation. He appears on radio and TV programs and is available for bookings. Because of his schedule an advance notice is always requested. Prior to dedicating his life to LTC, Matt was a well known radio station manager and personality, He worked at radio stations throughout the country He may be best known for as legendary Chicago radio personality Larry Lujack's co-host when Lujack came back out of retirement years ago. Matt can be contacted by email at or by phone at 866-751-7957. You can follow Matt on Twitter: @mccannltc -
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