How to build a skepticism machine

The first cog in that machine is the writer.

Advertising and marketing people who write marketing for the financial industry tend to fall into two categories:

Company employees. They've seen a zillion letters and brochures, all with the same message. So, they just rehash the same things over and over. They use old letters and brochures as examples of what to do in new programs. Company employees represent a plethora of problems waiting to happen to you. For example:
1. Their main concern is making sure the compliance officer is happy.
2. Often, they're bored, over-worked and under-paid.
3. They're looking to complete programs with no errors, rather than create effective marketing for you.
4. They typically do not understand communication psychology; so, they create good-looking material that carries conflicting messages – over and over.
Recent college grads, or writers new in the business. Large firms hire neophytes to create their marketing. Why? Because neophytes don't mind working cheap. Freelance writers and designers represent a triple-edged pain potential:
1. They don't understand the dynamics of the industry or the personalities of the products; so, they don't understand how to attract the target market.
2. They are not looking to create effective marketing for you; they are looking to build a flashy portfolio. They need to create something clever and exciting, because that's how they get better jobs in ad agencies.
3. They typically do not understand communication psychology; so, they create good-looking projects that carry conflicting messages.

Quick story. The marketing director for a very well known drip marketing firm said to me one time, "Gee, we really need you to write our letters. I write all of them now and I'm no writer. I'm just a recent college grad with a marketing degree." Many of the producers who call my office say, "I like their software, but their letters are terrible!"

Instant Insights /

Sex and Marketing: How they are similar in the financial industry! (Part One)

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