Get the message across

Developing a key marketing message is one of the most difficult issues for any business. This is particularly so for a financial planning business transitioning to fee-based advice because such a business undertakes a variety of things for clients in a broad range of areas. Even though a fee-based business may be very broad in its service offering, this just won't do in its marketing and communications. You may have noticed that even the world's biggest brands manage to distill the essence of what they do for their customers into a sentence of five words or less - for example BMW uses the ...