I was on the phone with an advisor today who asked me why he should not choose a less expensive advisor website vendor or hosting service.
I showed him AdvisorVault and how he could easily and securely provide clients information about their portfolios, financial plans, and estate plans — information about their future and the future of their families.
Then, I showed him an article that we posted to advisor websites and social content stream a day ago or two entitled, “Is Media Biased Toward Bad Financial News.” Here’s a snippet:
Headlines about the economy in July sounded dire. “IMF Says Doubt Weighs On Economy,” reported The Wall Street Journal. “Economy Looks Weaker As Retail Sales Slump,” said The Boston Globe. “Fiscal Cliff Could Trigger U.S. Recession: IMF Economist,” according to a CNBC story.
“While the U.S. economy indeed was not growing briskly this summer, it was growing, and gloomy headlines belied reasons for optimism. Here are counterpoints to bad news and recession-mongering, reasons to expect that a slow-growth recovery will continue.”
The article, like all the stories we provide on advisor websites and for use on social media by advisors, reflects the perspective of an advisor. When you link to articles in the press, they don’t have your perspective. They want to sell papers and get eyeballs.
In addition, the article was submitted for expedited FINRA review, a process we go through every month so that we can post timely news for use on advisor websites and newsletters. Even if you’re an RIA with no BD, FINRA’s review helps ensure nothing promissory, unsubstantiated, or outlandish goes to clients.
The article, which provides details on seven pieces of good economic news, is based on authoritative sources, in this case, ideas from economist Fritz Meyer. The story presents a well-reasoned analysis based on data.
The Web has created an information explosion so loud that rising above the din is extremely difficult. The only way you can hope to get through is by providing real knowledge and valuable ideas. Imparting valuable information about your clients’ wealth is the kind of marketing to which advisors should aspire, and that’s what makes Advisor Products different.