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Retirement Planning > Retirement Investing

Your secret marketing weapon: the truth

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What’s your secret marketing weapon? Do you even have a secret marketing weapon?

Well, Fred Cowley, one of our longtime contributors, and a former Advisor of the Year finalist, says his secret weapon is “the truth.”

In a recent correspondence, Cowley provided us with a gold mine of information on how he uses “the truth” to take him to the top of the profession. Read on to learn some of his keys to success.


“The entire sales process, around the globe, is begun by, filled with and completed through what we have come to call ‘marketing.’ Someone once said, ‘Nothing happens until somebody sells something.’ You know, that statement is incredibly true. It certainly applies when it comes to helping people prepare for retirement. However, what is the most important element in the entire sales process? I am often asked, ‘To what do you attribute your success in generating sales of Equity Linked Indexed Annuities?’

“If I may be so bold, the secret to ALL our sales is the truth! We believe ‘truth’ is always right! Our annuities sell themselves without imaginary enhancements. Tell it like it is. Equity Linked Indexed Annuities solve most of the economic concerns all of us face as we journey through our economic lives. ELIA’s, most often, are the best strategy for senior adults facing elongated retirement.

“One’s retirement phase of life will be determined by each individual’s attitude toward being productive. Unfortunately, today’s market condition is driving many seniors back to the work place. Why is that, you ask? It is because they DO NOT have adequate sources of income to carry them through their potentially extended retirement phase of life.

“Our ‘job one’ is to help our clients, of all ages, prepare adequately for their ‘Never Bucket’ Years. We use the “Never Bucket” metaphor, not that you can’t ever touch your money, but rather to apply those dollars to ‘future income needs’ in later years . . . perhaps 60 and beyond. Tell the truth about what the solution is all about!

“So, that raises questions: ‘How can I attract my target market?’ And, ‘How do I convert my target market into clients?’ Answer . . . always ‘tell the truth, the whole truth and nothing but the truth.’ Sound like a courtroom affirmation? Absolutely!

“But I’ve found if you tell the truth about these safe products and how they can work for seniors and retirees, you’re doing everyone a service.

“And that’s the truth!”


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