Sounds good in theory, but Klein recognizes how tough it is to put into practice. Differentiating oneself in an industry saturated with dozens of professional designations and run by dealers that forbid open and independent speech isn’t easy.
“No one does it (advertising) and no one is going to do it,” asserts Klein, who says it was a different industry, with fewer restrictions, when he began his career. “A lot of firms don’t allow it. That’s part of the problem. And, no one is willing to commit to it.”
As for utilizing social media networks like Facebook, Twitter and LinkedIn, Klein believes, in isolation, they aren’t used to their full capacity. You have to build the brand first before establishing a network of followers, he explains. A single broadcast will reach 20,000 to 30,000 viewers/listeners, Klein notes, while on Twitter he has just 66 followers at the time of the interview with WP.
“One is proactive marketing, the other is reactive marketing. It they (your audience) don’t know about you, they won’t find you,” he says. “Traditional branding and advertising builds up the interest and your network. They can then follow you on social media.”
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