Print Ad:
Hit.
Fidelity and other financial services firms are trying to show that their brokers know about more than stocks and bonds. In this one, Fidelity’s rep is helping a customer make plans to become a teacher.
Marc writes in Encore: “These marketers have not gone soft. Their campaigns were not produced by their charitable foundations, not be their departments of corporate social responsibility. They are the results of focus groups and surveys of what their target audiences are looking for.”
How can we encourage folks
How can we encourage folks like Fidelity, who seem to be close to getting the basic Encore message, to go to the next level: focus first on getting a sharp sense of a client’s primary passion and realistic potential, not just on her or his hopes or down-the-road desires. Then, with tools like candor and mutual trust, build from there.