So why are we here? P&G… I think we can all agree that Proctor and Gamble is
probably one of the best marketing firms of all time. If you go into a grocery store right now, they
coined this term ‘the first moment of truth.’ That was 10 years or 15 years ago when they coined this. When you walked down the aisle and experienced a product for the first time. When you experienced it, you made a decision. That was the first moment of truth, when you took it home. The second moment of truth was when you
decided if you liked it or not. You interacted with that product or service. I recently heard a very senior Google executive
talk about ‘the zero moment of truth.’ This is very important because now people are making
purchase decisions before they ever encounter a product. So for advisors that means before they ever get an email, before you get a phone call or before they come into your office, they are making a purchase decision based on whether they should use you or not. This is a whole new way that commerce is happening. I write a social media blog for Financial Advisor
Magazine and it is called “Social Business.” It is because social media is going to
revolutionize the way all businesses do business!