People buy what they understand...
and looking at products and marketing produced by the financial sector, i realized that most of it is written by savvy technical advisors, asset class directors or financial advisors who are very knowledgeable about the product but don't know how to package it in a simple and understandible form.
This reminds me of the Ericsson phone, which was a master piece of technology with advanced features but it was difficult to operate and the manual was written by technical people. As a result, Ericsson market share in the cell phone market has vanished.
What the financial industry needs today is to hire communication managers and copy writers who are not from the industry, rather they should have consumer product experience like cookies, mobile phones, cars, etc.... It is only when customers understand the financial products that they will be receptive to invest.
Think about it....
and looking at products and marketing produced by the financial sector, i realized that most of it is written by savvy technical advisors, asset class directors or financial advisors who are very knowledgeable about the product but don't know how to package it in a simple and understandible form.
This reminds me of the Ericsson phone, which was a master piece of technology with advanced features but it was difficult to operate and the manual was written by technical people. As a result, Ericsson market share in the cell phone market has vanished.
What the financial industry needs today is to hire communication managers and copy writers who are not from the industry, rather they should have consumer product experience like cookies, mobile phones, cars, etc.... It is only when customers understand the financial products that they will be receptive to invest.
Think about it....
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