“Nearly three-fourths of the 1,203 adults polled said their auto mechanic uses clearer English than their financial professionals,” according to “Financial Jargon: You Just Don’t Understand” by Cathie Gandel in AARP Bulletin Today.
Are you one of those confusing financial pros? And are your clients suffering as a result?
Learn more about the results of a survey by AARP Financial about consumer understanding of financial jargon.
I’m following up my post on how financial advisors are using LinkedIn. Raising your visibility by using LinkedIn is an example of “self-service marketing,” which I read about recently in “Interruption vs. Self-Service Marketing” on marketer Bob Bly’s blog.
He quotes an article from DM News: ” ‘Self-service marketing is all about putting content where people will find it,’ writes Rapsas. ‘It makes sense to go where the customers are.’ ” Bly contrasts this with traditional marketing which interrupts people when they’re not looking for it.
Bly makes an interesting point down in his comments:
“My rule of thumb: self-service marketing works with products which consumers actively search for information (including pricing) on — for instance, installing solar panels on the roof of your home. Interruption marketing works with products people want when they hear about but weren’t thinking about beforehand — e.g., designer handbags, a home-study course on becoming a locksmith.”
It seems to me that people actively search for financial or investment advice, so maybe self-service marketing has a future in this field. What do you think?