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.