Right this minute, we are watching the collision of two forces that are shaking advisor firms to their foundations. The first is the commoditization of advice, driven in part by technology. Face it: investment performance is no longer a credible differentiator. Between the popularity of passive investing and the convenience of robo-advisors, few prospects are…

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Simple Sells

The financial industry overcomplicates things. Marketers across the industry will sympathize with me, we’ve all seen firms take more than a year to approve one 12-page brochure. It is not unusual for firms to appoint committees who meet to go over every single word of marketing copy with a fine-toothed comb. Of course, every part…

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Do you know how to take a compliment? More importantly, do you know how to use a compliment? Most businesspeople love positive client testimonials. Imagine restaurants without 5-star Yelp reviews, movies without 95% fresh ratings, weight loss clinics without before-and-after pictures. Amazon has architected its entire business around soliciting reviews for every product in its inventory,…

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