There’s a LOT of filler in this year-end issue of Investment Advisor magazine, but you can always count on Angie Herbers, Mark Tibergien, Dan Skiles and Tom Giachetti to provide consistent value in their columns. Herbers offers a full-length article, which is badly mis-titled (the only reference to pricing comes at the very end), but is a very good overview of how advisory firms can become instantly more profitable.
Tibergien, meanwhile, offers some recommendations which can dramatically improve your marketing efforts: create a client niche, articulate the value you provide to this group, teach your younger associates this clear articulation, and get your clients talking about you with their friends and colleagues. It sounds easy, but the specifics are not.
Dan Skiles looks at the future of technology, and Tom Giachetti offers some advice to the SEC which can help you prepare for your next SEC exam—and what kinds of dysfunctions to watch out for in the person the Commission sends to your office.
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Dr. Carolyn McClanahan is getting a lot of press lately, and deservedly so; readers of this newsletter know that she’s single-handedly pioneering a broad new service offering around health care costs, thrifty purchases of health insurance and end-of-life planning. Alas, very little of this thinking was actually captured in the Financial Advisor cover article, but at least the article lets us know who McClanahan is.
Meanwhile, Ric Edelman is not fond of annuities, and I think he means variable annuities, but it would be nice if the article were more specific. The rest of the magazine is infested with fold-ins, advertising sections and ads that actually take up the next two pages after the opening fold of the cover article. Not much there…
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