In more than 20 years of experience, Ive observed that the more the advisor is unsure of the value he actually delivers to his clients, the more likely he is to use extreme language to describe the benefits of what he does.
Author and marketing consultant Jack Trout describes the typical language used in advertising as spin and puffery. For a variety of reasons, there is often far too much fluff and hyperbole in the language being used to describe the typical advisory practice.
Register or login for access to this item and much more
All On Wall Street content is archived after seven days.
Community members receive:
- All recent and archived articles
- Conference offers and updates
- A full menu of enewsletter options
- Web seminars, white papers, ebooks
Already have an account? Log In
Don't have an account? Register for Free Unlimited Access