The Guide to “Common Sense” Marketing: Simplifying Complexities with Simon Bowen
Lean Marketing
Rethinking Marketing Language in Finance
This chapter explores the issue of commoditized language in financial marketing, using the iceberg metaphor to reveal overused phrases that lack depth. It emphasizes the need for clear, meaningful communication that addresses client desires for security and proactive management, rather than relying on vague terminology. The discussion also reflects on lessons learned from the 2008 financial crisis, urging financial planners to prioritize genuine client outcomes over superficial strategies.
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