Monday, August 18, 2008

"The Top Seven B2B Communications Mistakes"

"The Top Seven B2B Communications Mistakes" offers some useful advice for investment and wealth management marketers, whether you're targeting businesses or individuals.

For example:
  1. Your content should reflect your prospects' top concerns.
  2. "Don't sell. Inform."
When I review investment and wealth management firms' content, I often find it focused on them, not on their clients. It takes a mighty motivated buyer to plow through content that takes that approach.

As for informing instead of selling, I don't think you can follow this rule 100% of the time. But many firms could benefit from taking this advice more frequently.

Susan B. Weiner, CFA
Investment Writing
Writing that's an investment in your success

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