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Write for the person they’re trying to become
Someone told me once that she’d started calling herself ‘an investor’ about four months before she bought anything. She wasn’t one yet. She had a deposit and a…
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Give away the thing you think you should be charging for
A broker I know tells people to stay with their current lender maybe once a month. Runs the numbers properly, works out there’s nothing in it, says so,…
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Nobody reads the second line unless the first one earns it
I spent an afternoon last month reading nothing but the first lines of broker posts. About two hundred of them. Roughly a third opened with a greeting. Another…
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Why ‘book a chat’ is the weakest call to action in finance
‘Book a chat’ is on roughly every second broker and adviser profile in the country. It’s polite, it’s low-key, and it asks the reader for the one thing…