It’s tempting to think that the companies in the business of financial planning are ‘victimized’ by the standards of good marketing. Everything from the words placed in the content to the credibility, validity, and reliability of your own organization is put under extreme scrutiny.
It’s as if the industry itself is hardwired to make even the most honest-to-goodness lead generation campaigns difficult.
Although, there’s you can do so much better than carry this victim mentality around.
First off, it’s quite natural to see victims both among the customers and the providers in the financial business. Whereas scams and schemes have robbed people of millions, they have also indirectly robbed organizations who offer authentic financial management services. How? Easy, the bad guys have pretty much destroyed every ounce trust the people have in the entire industry.
Still, does that really bring you closer to the answer you’re looking for? How do you run a lead generation campaign without sounding like the very people who’ve used phishing and deceptive advertising tacticts to prey on the gullible?
Here’s an idea: think like a software pirate.
In its recent spat with Europe’s political elite, Google has been branded as a sort of online gateway for pirates looting the internet for free stuff. But if you’ve ever actually tried going on these ‘notorious’ piracy networks, you’ll immediately notice several things:
Long story short, it’s not that hard to imagine what really bad marketing looks like. But more than that, it’s easy to see what it’d takes to rise about it. (And quite frankly, you don’t really have to go that high just to make your marketing materials more presentable for your lead generation campaign).
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