From the June 2009 issue of Investment Advisor • Subscribe!

Not Sitting Still

If you're busy cutting your marketing budget right now because revenues are down, I suggest you think twice. For instance, do you want to know what your competition--the wirehouse folks who helped us get into this mess in the first place--is doing right now?

They are busy concocting an explanation to make what happened appear more predictable than was the case. In the next few months you'll see all types of "The worst is over!" scenarios or "It can't happen again" speeches designed to lull your clients over to the dark side. What are you doing to counteract that still juggernauty wirehouse marketing effort?

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