“The Top Seven B2B Communications Mistakes” offers some useful advice for investment and wealth management marketers, whether you’re targeting businesses or individuals.
- Your content should reflect your prospects’ top concerns.
- “Don’t sell. Inform.”
When I review investment and wealth management firms’ content, I often find it focused on them, not on their clients. It takes a mighty motivated buyer to plow through content that takes that approach.
As for informing instead of selling, I don’t think you can follow this rule 100% of the time. But many firms could benefit from taking this advice more frequently.