The ad titled “How to Get up to a 10% Return on Your Money Without the Risk!” tells us the story of Denny Dolan, who drives a car dealer courtesy van twice a week because he got bored after a year of fishing, golfing, and skiing. Denny says “I haven’t lost $0.01. In fact over the past five years I have made almost 6% (per year).
The rest of the article/ad continues to talk about achieved returns and a horror story about Denny’s neighbor, who used a traditional financial planner and had their nest egg cut in half. Suddenly, the ad ends. Notice anything missing? The large 4” x 11” ad failed to tell us how the advertiser produced such impressive returns without the risk. Why are "financial planners" so secretive about the products they recommend?
To make my point, I called the 800 number at the end of the ad and had them send me their free report. Not surprisingly, the report was nearly as secretive as the newspaper ad. The 15 page report didn’t bring up the product they were recommending (equity-indexed annuities) until page 11. More alarming, the report never discussed what an equity index annuity actually is! It only reproduced quotes that had been posted on a general discussion forum online about how great these products are, but not WHY they were attractive. None of the people quoted were even credentialed. (It’s a sad fact that the annuity industry hires people to do nothing but surf the web all day and write quotes that look like they are from a satisfied annuity customer explaining how happy they are with their purchase.)
My point is that a lack of disclosure and transparency in an ad should be a red flag when it comes to financial products and advisors consumers should consider. If the product being recommended isn’t of high enough quality to mention in the ad, is it worth purchasing?
To read the rest of the acrticle, visit http://www.utahfinancialadvisor.blogspot.com/
About Mr. Jefferies
Lon Jefferies is a fee-only financial advisor at Net Worth Advisory Group, based in Salt Lake City, Utah. Visit Net Worth Advisory Group at http://www.networthadvice.com, and read Lon's blog at http://www.utahfinancialadvisor.blogspot.com.
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Fee-Only Financial Planner
Net Worth Advisory Group
6975 Union Park Center, Suite 465
Midvale, UT 84047