Why authenticity breeds success

So why do I still have problems with this program? Regulators apparently haven’t raised issues (yet). Financial advisors are signing up as instructors (cough). And attendees are showing up and deriving value from the program (yay!). So if no one is screaming foul, what’s the big deal?

The problem is misrepresentation. When an advisor claims to be something he or she isn’t, either explicitly or implicitly, that’s unethical. If you’re the kind of advisor who believes a marketing practice is acceptable as long as it works, then posing as a university instructor to fill seats won’t bother you. But if you believe there’s a right way and wrong way to gain appointments, then you’ll want to be totally transparent in disclosing your true identity.

In the final part of this series, we’ll discuss the key elements of ethical (and compliant) seminars. But for now, please consider these three takeaways:

• If you’re proud of the work you do and of the accomplishments of your firm, why hide behind euphemisms? Be authentic, and let positive facts speak volumes on your behalf.
• Buying pre-packaged seminars is convenient, but they might not reflect your professional values. Consider building your own program to make sure it embodies ethical best practices.
• Before purchasing a seminar package, fully vet the developer. Make sure all marketing materials and program visuals and handouts are not only current, but also fair and balanced and that a compliance professional has approved them.

Finally, weigh the difference between a quick ascent that can become a slippery slope and a slower, safer path to prospecting success. Avoiding misrepresentation through fully transparent marketing will always be your best bet.