This document outlines seven "deadly sins" of wealth management marketing: gluttony, pride, envy, greed, lust, sloth, and wrath. It provides examples of each sin, such as aiming to appeal to everyone without defining a target client, copying competitors' marketing strategies, focusing only on numbers without emotion, and making promises that can't be delivered. The document encourages readers to avoid these sins and instead develop a clear target client and unique value proposition for effective marketing. It was presented by April Rudin of The Rudin Group to help financial firms improve their high-net-worth client attraction.

1. The Rudin Group Presents:
Seven Deadly Sins
of Wealth Management
Marketing
Octo1ber 15, 2014

2. Table of Contents
1. About Me…………………………………...3
2. Introduction………………………………...4
3. Poll #1……………………………………....5
4. Seven Deadly Sins of Wealth Marketing
a. Gluttony….………………………………………………………6
b. Pride………………………………………...............................7
c. Envy……………………………………………………………..8
d. Greed……………………………………................................9
e. Lust………………………………………...............................10
f. Sloth………………………………………..............................11
g. Wrath……………………………………………………………12
5. Key Takeaways…………………………...13
6. Poll #2……………………………………...14
7. Q+A………………………………………...15
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3. April Rudin
April Rudin is the founder of The Rudin Group, a
wealth marketing firm that helps financial services
firms attract the high-net-worth clients they deserve.
A recognized expert in UHNW/HNW financial services marketing:
Frequent public speaker for groups such as the Family Office Exchange (FOX), Tiger 21, and
industry conferences
Frequent contributor to Huffington Post, Family Wealth Report and many other publications on
wealth, next gen and technology
Chair of HNW Advisory Board for the HFA (Hedge Fund Association)
Member of Advisory Board for PAM (Private Asset Management)
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4. Introduction
• We are all sinners
• Though some sins are worse than others, most
sins can be forgiven. As long as you know you’ve
“sinned,” you can do better next time
• The point is, don’t fret if you recognize yourself on
this list of the seven deadly sins of wealth
management marketing
• Now, Repent!
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5. Poll Question
Which sins do you think you are most guilty of in
your practice?
A. Gluttony D. Lust
B. Pride E. Sloth
C. Envy F. Wrath
D. Greed
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6. 1. Aim at Everyone
• You can’t possibly be everything to
everyone!
• Challenge is figuring out which clients
are not just a good fit for you but with
whom you have an edge
• It’s likely a group with whom you have
some life or work expertise in common or
with whom you share a passion
• Figuring out that sweet spot is essential,
because once you understand what your
ideal client cares about, what they need,
how they communicate, learn, spend and
invest, you will be able to speak directly
to them with your marketing and branding
• If you don’t have a clear target, it will be
impossible to create a clear message!
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7. 2. Do it Yourself?
• One person cannot be an expert in all
things
• This is especially true for those skills
that you do not count as strengths,
that require some experience, and
where mistakes could be costly
• Do you know how to write a
successful email blast that hooks
prospective clients without
overwhelming them with information?
• Do you know how to create a clean,
succinct message that will resonate
with your target audience without
offending or embarrassing them?
•7 If so, great. If not, try a professional

8. 3. Copy the Competition?
• Maybe you think their marketing
puts out exactly the message you
have been wanting to get across
to your own clients
• Maybe they offer a service or perk
you’ve always wanted to provide
• Avoid the temptation to try to
copy or one-up them
• Make yourself stand out by
offering something different,
something the competition can’t
provide
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9. 4. All Numbers, No Emotion
• Money is mathematical, and
wealth needs to be managed
without emotion
• Bombarding clients with numbers,
charts and complex arguments will
only alienate them
• When they meet you, see your
website, receive a message from
you, they need to feel like they’ve
just had a light bulb moment, that
you will take care of their families
and their financial fortunes
• This is about speaking their
language, appealing to their
sensibility, without faking it.
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10. 5. Taking Advice From Your
Spouse
• You may think that the people closest to
you are precisely the kinds of people
you would want as your clients—if they
like your marketing materials then you
must be doing something right, right?
• While their approval is certainly better
than disapproval, your spouse is not a
good gauge of your marketing
campaign’s success
• They are probably biased!
• The only way you can really know if you
are achieving what you set out to
achieve with you campaign is to
measure the results
• Ask clients directly or create a survey
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11. 6. Confuse Marketing with
Advertising
• Wealth managers and financial advisors
are saddled with pretty restrictive rules
when it comes to advertising
• Whether you pay for a “media” spot or
not, you still have to get your message
out
• Marketing refers to every single act or
piece of material that defines your brand
for a client, and that includes your
website, your brochures, your events,
your social media pages, your Google
search presence, your Youtube videos
• In many ways, marketing is more
important than advertising because it is
far broader: it may shape the responses
of potential customers long before and
11 after they have seen any advertisement

12. 7. Promising Something you
Can’t Deliver
• Every wealth manager would like to be
able to offer Ritz Carlton Services, the
latest mobile technology, concierge
service, a monthly checkup and quarterly
rollover, a thought-provoking and
inspiring newsletter, etc. etc. etc.
• If you aren’t absolutely positive you can
give your client all these things, don’t
promise!
• It’s always better to exceed expectations
by a little than to fall short!
• You may win clients with your promises
but you will lose them when you fail to
deliver and they may even discourage
others from seeking you out
• Exceeding expectations, on the other
hand, can win you loyalty for life and
endless referrals.
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13. Key Takeaways
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14. Poll Question #2
Which of the following would most like to
learn more about in a future webinar?
A. Gefn
B. Ufhjdf
C. C
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15. Q+A
Thank You!
Contact:
april@TheRudinGroup.com
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