If they can’t write English, how good d’you suppose they are on investment advice? Plus a bizarre sense of priorities that mystifies me

Eileen McCarthy of UK Auctioneers in Chester got a message from the Financial Times who wanted her to advertise.
It read, “As a number of global dynamics play out, investors are still airing on the side of caution and sticking to less volatile, safe haven stocks.

With only four IMA sectors making a gain in September, achieving returns is becoming ever harder. But never fear, as there are areas where investors are almost guaranteed to make a return.

Antiques is one of them.
I fear the journo who bashed that out is erring on the side of illiteracy – and for all I know, truth as well. That little word “almost” is usually a bit of a give-away, isn’t it?
What is interesting is how some people involved in finance can get away with murder while others get clobbered left right and centre. Anyone encouraging people to save – generally a good thing – has their copy so slaughtered by the FSA that it’s almost impossible to put forward a coherent argument.
On the other hand, those who encourage them to spend have for years got away with murder. Now, I see, the government is bent on stopping the credit card industry incentivising people to borrow. They are worried about people getting into trouble as a results of having to pay interest rates of 15 – 20%.
But what astounds me – and I keep banging on about this – is that they let Wonga, who charge as much as 4214%, to advertise everywhere from the internet to footballers’ shirts. They have a specious argument that because you’re only borrowing for a short time the interest rate is irrelevant. On the same lines I could argue that a quick, violent rape is not as bad as a slow, more gentle one.
When I say “criminal” I am not suggesting they are criminals. I suspect even the Mafia would be more reasonable. And when I say “astounds me” it astounds me that any set of people pretending to govern could be worried about 20% when that kind of stuff’s going on. We know they’re clueless about money, but come on. Can’t they count?
Just a point of view, that’s all.

About the Author

In 2003, the Chartered Institute of Marketing named Drayton one of 50 living individuals who have shaped today’s marketing.

He has worked in 55 countries with many of the world’s greatest brands. These include American Express, Audi, Bentley, British Airways, Cisco, Columbia Business School, Deutsche Post, Ford, IBM, McKinsey, Mercedes, Microsoft, Nestle, Philips, Procter & Gamble, Toyota, Unilever, Visa and Volkswagen.

Drayton has helped sell everything from Airbus planes to Peppa Pig. His book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK’s best seller on the subject every year since 1982. He has also run his own businesses in the U.K., Portugal and Malaysia.

He was a main board member of the Ogilvy Group, a founding member of the Superbrands Organisation, one of the first eight Honorary Fellows of the Institute of Direct Marketing and one of the first three people named to the Hall of Fame of the Direct Marketing Association of India. He has also been given Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida.

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