|Investment Management is a product,
and the rules and techniques for selling it are no different
from those that shift washing machines.
Aren't we protected by regulation?
The FSA has rules for the advertising and promotion of financial
products. These are well-intentioned and often effective. They also
make the jobs of those gentlemen whose job it is to shift the product
However the aforesaid gentlemen still have
The use of the word "bank" in your
business name is illegal, unless you are one. But there are many
other words that exude financial skill and probity that even your
local estate agent could probably use if he had a mind: "Global",
"Trust", "Value", "Fenchurch Street",
Best of all is a name like "Lazards"
or "Rothschild". The latter are real names of distinguished
banking families and are therefore spoken for. But beware of other
names with the right associations that nevertheless started life
in the marketing department.
Headlines mean nothing. Treat them for what they are: 'Welcome'
mats (Welcome to my product).
Find the small print. It is
where the bodies are buried.
in the form of a question: (Do you want to double your money in
The word "guaranteed"
Impressive Historical Performance
It's a chimera. Read Pick
Maybe. Read Star