On Financial Advisor Websites

What does an ideal financial advisor website look like?  I’m not sure.

But I do know that the tried-and-true formulas from the financial brochure oeuvre are being carried over to the world wide web.  You know what I’m talking about – the blue skies, the gracefully-aging seniors sporting those “you can have it all” smiles, etc.

In my post at WSJ today, we examine this longstanding marketing tradition…

Having worked on The Street since the late 90′s, it’s fair to say that I’ve seen my share of financial services brochures. In fact, I’ve seen thousands. And every single one of them says the same thing. Whether there’s a mountain range, a sunrise or a whale’s tail being poetically enveloped by the briny Pacific, the message (and even most of the text) is interchangeable.

Head over for the whole thing, I think you’ll see what I mean…


Beware the Mountain Ranges on your Advisor’s Website (WSJFA)

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