It’s never all about the Benjamins. Even in the finance and investment industries, consumers are living, breathing human beings who deserve to be catered to as such. That’s why overly analytical approaches to marketing in these fields can come off impersonal and ineffective.
At the heart of all marketing is a better connection with the audience. Nowhere is it more true than in finance and investing, where a consumer’s trust in your brand very directly correlates to money exchanging hands. It pays dividends to get a better understanding of both your current customers and those you would like to pursue, and serving content that appeals to them emotionally, intellectually and financially.