The certainty effect is a principle of marketing psychology that asserts that potential customers are reassured by messages implying zero or limited risk, for example by offering money-back guarantees or free trials. This may seem difficult to apply to investing, where risk is inherent and pointing it out is a legal requirement, but it can be done.
Instead of using guarantees and trials, you must instead use your content to put your prospects’ minds at rest about the level of risk their investment will be exposed to, as the safer people feel the more likely they are to invest with you. You can do this by pointing to results and trends, but you can also highlight the experience and knowledge of your staff, the stability of your firm, or the promising prospects for a particular sector.
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