Why you should never use the word 'discipline' in financial advertising

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• Because you would be talking down to a grown-up, which you wouldn't want to do as a smart marketer

• Because it simply reminds a grown-up that he or she is possibly undisciplined, which is something he or she wouldn't want to admit even to themselves

• Because, in a majority of cases, it tells a grown-up at an un-solicited moment that he or she could have done better in life…

None of the above bodes well in promoting a financial product, because you start off rubbing your prospective customer the wrong way. And none of the above is rocket science as far as insight is concerned. Neither do you need a detailed study to confirm what your gut instinct already tells you.

Yet we see communication after communication, especially in the Mutual Fund industry taking about 'discipline'. Pin It Now!

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