Is this going too far? Baby Boomers/retirees needed


#1

Hey, I’ve been writing short articles for a financial services website. He’s independent so I’m trying to be less stuffy & more personable. I need to know if this is offensive. Or boring? Irrelevant? (it’s on a page that describes the actual estate planning service)

The target is Baby Boomers (predominatly women) and I’ve made an effort not to go all ‘old person’ when I write. With sensible prose written in beige & such.

It’s about Estate Planning, I don’t know what it’s called in the USA or if it’s different but basically working out who gets what in your will. Any input would be greatly appreciated, I can’t get access to enough impartial parties right now.

ps I need a new title

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#2

Estate Planning; The Final Curtain & Your Final Victory

As if the concept of Estate planning isn’t unpleasant enough, a reminder that you will at some point die, there’s the matter of who gets your loot. It may be necessary to include some assurance against a hated family member benefiting from your demise, as the saying goes, ‘You can choose your friends…’ However you can choose to have a little fun with the process.

In-laws are a common source of discomfort to those planning for the last handout. Perhaps your daughter fell for a bad-boy or worse, a drug addict; then married him. Best make sure he’s not named as a beneficiary or else your years of careful planning could simply go up in smoke (or his arm…though that might end up solving the problem for you).

Even if you don’t expect ring-side seats to monitor your loved ones after you’ve departed, there is no need to suffer before the event by dwelling on ways your new son could destroy everything. You’ve worked hard to provide your daughter, or similar, with a decent future & this spanner-in-the-works shouldn’t jeopardise that. Yes, it’s a chore but there’s a lot at stake, so what’s needed is a bit of positive motivation.

Take advantage of this opportunity for pleasure at the expense of your pain-in-the-backside (if you have one). Picture the look on their face when it’s revealed to them- after they’ve sat politely through your funeral- that they won’t be getting one shiny cent. That should provide the motivation required to get down to business.

We can call it ‘misery planning’ or ‘disappointment allocation’… to be discussed only with an advisor you can trust to have a sense of humour. As they say, ‘revenge is sweet’ but for those without an un-obliging dodgy relative there’s always the option of benevolent bequests. Choosing a worthy recipient, such as a charity that actually does as it claims or a cause close to your heart, will take some of the negativity away from the task.

Or, even better, you could kill two birds & donate a sizable sum on behalf of whoever you’d like to see suffer. Ensure the message is made clear with specific amounts, names & terms laid out in the will. This way you get both vindictive amusement (that’s sure to be one hell of a face) with fulfillment & wellbeing.


#3

It seems a bit dark, I understand the humor of it but in my experience as people get older (especially if they are ill) they tend to aspire to less petty concerns. Or at least they try to.

You might want to condense the “how about having some fun being vindictive” message to one paragraph and expand the message in your 5th paragraph to be the dominant message.

People tend to be motivated to act more by the thought of the good legacy they might leave in their wake than the enjoyment they might get from “getting even”. I assume the goal is to get them to pursue more information and hopefully hire your company so offering more specific “good ideas” for potential recipients would cast a wider net.

I am thinking maybe a broad range of ideas that would appeal to many different mindsets. Religious, Environmentalist, Political, Community Outreaches, Foreign Atrocities, Scientific Research, Medical Research (or specific disease research), Education Support and the Arts are all common areas that people place great value in.

I am of course only familiar with the culture here in the States so maybe the uplifting message that motivates our elders is not universal, if the dark humor is more common in your market my suggested emphasis might just seem sappy.


#4

Hmm…you’re right about it being dark. I was aiming for humour and yeah black humour is more popular here, as is laughing at yourself. You’re also right that if I made that the dominant message it would be schmaltzy and aussies are a bit squeamish… have you ever seen any ads from here? I don’t know why you would have but they are different for sure. We’re like Britain but not the Benny Hill bit :sick:

It’s hard…I was trying to make light of the whole estate/death planning by taking the piss…it’s not actually meant to be serious, it’s kinda sarcastic but that might not be coming across :eusa_think: But I can certainly try to lighten it up and increase the ridiculousness :slight_smile: cheers

Here’s a serious one I wrote, this is the main style. I tried to mix it up a little haha…but it’s serious, I could really disgust sensitive ppl with that. Lol sorry it’s long, you’ve gotten yourself into some tedium if you feel obliged to read it

Information is only valuable when it’s fully understood
It has never been easier to access information on financial markets & trends, leading people to doubt the real value of paying a professional for advice. At the same time, the GFC smashed our faith in finance as the crash caused many Innocent Australians to lose huge portions of their retirement funds to the consequences caused by irresponsible lenders acting in self interest (which is ironic since self-interest is supposedly what keeps it all afloat).

As a result many have taken control of their investments & sacked their professionals. Self Managed super funds have increased in popularity, as have cheap online trading platforms that allow individual investors to trade in markets without a broker. The DIY route appears to offer greater control & protection but it’s a false sense of security; take this route & you risk ruin on the rest of the iceberg, so to speak.

First of all, like most professions, finance is more complicated than the average layperson can begin to appreciate; that’s why it’s a profession in the first place. It requires years of training, experience & operational familiarity with legislation, markets & much effort to build a reliable network of contacts. Secondly, nothing is truly free & that goes for information. Someone has paid to make it available & their motives need to be examined closely along with the information they’ve offered.

News is also suspect, not just because it really only exists to sell advertising space but also as marketers increasingly put their messages into the news itself. PR people largely write the news for journalists, who edit the releases & check facts (when they feel up to it…for a sobering lesson search for ‘Hungry Beast Intelligence Institute’ on YouTube) because we stubbornly refuse to listen to much of what we suspect is advertising. The new approach to grabbing our attention is firstly to reveal dangers & create fear via the news, then offer a relevant solution in either an adjacent advert or the more subtle offer of ‘free’ information to help you solve problems yourself.

Basically there are three sensible truths to keep in mind. 1) If you plan to retire in the coming decade your future depends on protection from both broad economic conditions & money management mistakes, 2) that’s true whether you’re mistake was choosing the DIY route, despite limited expertise, or choosing the wrong professionals & 3) Assistance from a trusted, trained & experienced financial advisor, who not only has access to truly valuable information but also thoroughly understands it, will add serious weight to your arsenal.

Every profession has its sharks but the best defence is being informed, so educate yourself comfortably & at your own pace. You don’t need to be an expert, just so long as you can follow what’s said & honestly understand the implications.

It doesn’t hurt to seek out secondary sources of information as you should always feel comfortable enough to query your staff (yes, you pay them therefore you’re the boss) without fear of intimidation or condescending retorts. Quite the contrary; indeed at the first sign of any such nonsense from your staff, unleash your inner Donald Trump at once & deal with them in the manner you both deserve.


#5

Thing is, Benny Hill wasn’t always off-color humor. I know of two quite clean roles he played in lighthearted movies. He was a race official in Those Magnificent Men in their Flying Machines, and the toymaker in Chitty Chitty Bang Bang.


#6

Oh I don’t care about off colour humour, he’s tame. I meant because it’s so stupid & unsophisticated. “oh, look, a man in a dress! Hilarious! An ugly bald man groping women…comedy gold” :confused: some british humour is just so idiotic


#7

“Professional Financial Advice” is certainly a tough sell these days. You made about as good a case for the practice as can be made, at least absent hard evidence that shows your company was not caught with there pants down in the last crash. Very few can claim they protected their investors effectively so it will probably be awhile before the masses trust “Professionals” with their retirement again.

You did pretty well considering the uphill battle you have in convincing people to pay for financial advice these days.


#8

Oh I don’t work for him, I just do the marketing communication. Thanks :slight_smile: that’s really reassuring because me and finance are…not the best of friends. I don’t speak maths :frowning:

This is actually best though because I can communicate better than he could with his customers. I know how a layperson understands this stuff and how it’s relevant to them/us. He’d do what most professionals do and go on with jargon & technical stuff, scaring them away. Plus hard sell is bad in this industry, what with the lack of trust :slight_smile: