Present the concept of love gracefully.

Finance presented as dry facts bores most people. I have read many articles that were simply rehashes of a CA's tax manual. Such articles are lifeless, dull, and put readers to sleep. Your Financial E-Newsletter can do without this kind of writing. Financial writing must reflect a benevolent life sensibility and exude positive emotions and good will. Emotions move mountains. Positive emotions like love, create powerful imagery, evoke feelings of trust, and elicit action. Love is the greatest motivating factor in the universe.

ADVICEON / FINANCIUM Financial E-Newsletters offer solution-centred ideas that impart a sense of caring and concern for your clients' families and friends. If you care about your clients, and demonstrate this in your Financial E-Newsletter's articles, they are more likely to view you as their friend.

Successful financial planners depend on ADVICEON / FINANCIUM's Financial E-Newsletters to present their intangible products in a relevant and visually-attractive manner. Your prospect or client cannot hear the hum of the mutual fund at its greatest gain, smell a good financial plan, or hold the cash a life insurance policy delivers. Financial services are bought sight unseen. Clients need to be reminded, through the medium of a well-written and colourful Financial E-Newsletter, that financial planning is directly related to the tangible realities of life.

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MARKETING LAW: As all great financial concepts deal closely with issues related to home, family and loved ones, financial articles must include positive emotional content and emphasize the personal benefits of successful investing and risk management.

Never demean a specific market sector.

I once saw a title in a Financial E-Newsletter that read, 'For the Older Crowd'. I couldn't believe my eyes. Does anyone appreciate being made to feel old? Does anyone like wrinkles? They build character on other people. If you're over 50, you know what I mean. Just because most seniors gracefully accept their age, never assume they want to be referred to as “older”. They may think, 'What young rookie wrote this?'

In presenting financial information for seniors in our Financial Advisor-inTouch E-Newsletter (by ADVICEON / FINANCIUM) we use many creative ways to appeal to this client sector. We use pictures that depict a variety of ethnic groups and ages. We also present couples and singles of both genders. We are sensitive to religious issues and take care not to offend, and we never underestimate our readers’ intelligence. We realize that consumers often know more than the financial advisor does about concepts such as family trusts.

MARKETING LAW: Know all client sectors and how they want to be perceived.

Your E-Newsletter must be truthful.

Don't overstate the truth in your Financial E-Newsletter.

One of the biggest mistakes made by some Financial Advisor E-Newsletters is to print hypothetical and exaggerated statements. They may over-emphasize historic returns on mutual funds as though the market will always yield double-digit returns.

Universal life may be presented as the only solution to term deposit saving, or equities as the only investment solution for seniors. This will alienate your more savvy clients. It is wiser to take a conservative point of view. Be pragmatic, and your well-heeled client will trust you and purchase more of your products.

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MARKETING LAW: Conservative estimates will produce liberal sales.

Information begets query.

How to Enter Your Inundated Client's Desktop

The mind of the new-millennial being is inundated with information, but information alone is not of practical use. When we were young, we learned mathematics in bits and pieces. Later we had to merge all of that information into workable theories, concepts and modules. A good financial planning Financial E-Newsletter must develop coherent constructs that address the problems, aspirations and goals that people face every day. It must cover the full spectrum of concepts from the net worth statement to estate planning.

Information set forth in your Financial E-Newsletter will beget query. Your clients will seek solutions to specific problems as they occur. First, they will pose a financial question to themselves. Second, your name will spring to mind if their query is within your perceived area of expertise and knowledge. If your clients feel their financial issue is serious, they will call upon you, the expert, for help.

Subscribe to Advisor Websites and Financial E-Newsletters at http://www.adviceon.com/

MARKETING LAW: Only when you raise a subject will your clients think about it and ask how it relates to them.