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Summary: A few years ago, I asked the financial planning class that I was teaching who invented the light bulb. One seemingly bright student answered, “Benjamin Franklin, who flew a kite that was hit by lightning and he trapped electricity in a jar.” I tried not to hold this answer against him when it came time to hand out final grades.
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Summary: For years, companies have focused on optimizing their corporate websites to show off their brands. Fortune 500 companies spend billions of dollars each year on brand marketing and a lot of their digital traffic is driven toward company websites. According to a recent eMarketer report, digital ad spending in the U.S. will be nearly $60 billion this year, over $7 billion of which will be spent by companies in the financial services industry.
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Summary: In early June, I was on a panel with two advisors at the Pershing Insite Conference in Orlando discussing how independent advisors can differentiate themselves from their competitors. My co-panelists were excellent and insightful, and I was struck by the fact that in the advisory industry the need for differentiation has become greater than ever before.
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Summary: The key for financial advisors to understand their clients is to understand themselves first, guest-blogger John Pierce writes in InvestmentNews. And to attract and impress clients, adds The Wall Street Journal’s guest-columnist Vince Esposito, getting known as a thought leader can help tremendously.
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Summary: Let's face it: robo-adviser technology is here to stay. As full-service financial advisers, we will have to ramp up our communication strategies and combine them with first-class services and distinctive products to ensure that we will not only survive, but also thrive, as automated platforms amass a greater market share in the coming years. And in no uncertain terms, it means beating the robots at their own game.
