Effective communications are the heart of every business interaction. From discovery to education to setting and managing expectations, communications play a vital role in shaping the client's experience. Whether you work directly with the public or through financial intermediaries such as third-party asset managers, national or regional brokerage firms, independent broker/dealers, registered representatives and/or independent fee-only advisors, the end client must always be kept in mind. Your marketing materials certainly have to communicate why your fund is the best product in its class. But you must also provide the tools needed to get buy-in from the end client. When you communicate with your peers, you can expect that they will apply rational, analytical decision-making. Not so when it's the end client.

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