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8 Marketing Do’s and Don’ts for Retirement Advisors

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Capital Group has published a new survey study that seeks to reveal how Americans respond to the retirement-focused language and imagery used by financial advisors and service providers.

As noted by Toni Brown, head of retirement strategy at Capital Group, there is no single way to effectively speak to the broad American population about “retirement.” Rather, successful marketing requires a range of approaches and an understanding that different populations respond differently to the same messages.

That said, the language used in retirement communications is highly important, and the research makes clear that both the language and imagery industry firms and professionals use in their communications matter. This is especially true when it comes to inspiring people to take key planning actions.

“As an industry, we need to understand how both language and imagery are working together, and connecting emotionally across audiences, so that we can better educate, guide and support Americans on their journey to retirement,” Brown says.

See the slideshow for eight key marketing takeaways from the study, which is based on a survey of nearly 2,500 American adults included an audit of 590 images and 691 written messages from 33 companies across multiple platforms, including firm websites, social media, blogs and marketing content.