In more than 20 years of experience, I’ve 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. 

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