We often tell our clients mutual funds are “sold and not bought.” We see evidence of this every day and are firm believers activity is a key driver for sales and distribution. However, activity is not the sole driver, marketing content plays a supporting and often a leading role in the sales process. Brand loyalty is created through multiple interactions with your audience on your product and service. The key is to always meet or exceed expectations with every client encounter. The goal is to create consistent marketing that touches on an emotional level and creates a connection.