Financial Playbook is a 68-page glossy magazine packed with entertaining and informative content. It is published semi-annually and is customized to feature individual agents/advisors on the cover and inside as Financial Playbook's featured financial professional.
- Your Photo Ithe advisor) is placed on the front cover
- Your article is published inside
- Generate Quality Leads
- Enhance Credibility
- Use the Power of Print
The best part is that Federal Reserve Board Chairman Ben Bernanke is on the front cover right by your (the advisor) picture.
All the advisor has to do is write a big check and they will put the advisor's picture on the front cover and publish their article inside the magazine. Incidentally, they will do this for anyone willing to pay for it.
A little misleading? It is just another example of irresponsible marketing by the financial services industry. What is irresponsible marketing? It is marketing that creates something that isn't true.
Financial Playbook is not a credible published magazine. It is not like a Wall Street Journal or Fortune Magazine. However, the public doesn't realize that to be true. The advisor is putting themselves out there as someone who is published by request of a major magazine because of their expertise.
So what would the advisor say when asked how this major magazine article came about?
Well the honest answer would be, "It is for marketing. I look credible being in a major magazine. It especially looks good with a picture of me next to Ben Bernanke. No, you can't find a copy of this magazine anywhere else. I just paid for this marketing stunt."
Do you really think that would be the answer? Be careful of the illusion.
