(2010-08-18) Sethi Financial Planning Marketing

Ramit Sethi says Financial Planning needs a Marketing mentality to help people actually change their behaviors. It means that experts in personal finance have gotten fat and intellectually lazy by writing bullshit like, “The 7 types of bonds.” In general, facts do not change behavior. Nobody cares about “objective” advice that’s not tailored to them... 99% of people care about their money and couldn’t care less about “learning” about personal finance in general... The editors did a terrific job of simply listing off topics, much in the same way an Encyclopedia editor organizes and lists off material. But the encyclopedia editor doesn’t expect anyone to ever read his material.