But hardly a yelp was heard, Kemper asserted. But first things first. The ultimate goal of any Web site should be to drive traffic. To accomplish that, it was critical to build in the functionality to allow brokers a high degree of customization in selecting what they want on their Web page. The coat vs. the furnace analogy relates to another strategy to make advisors depend on its site.
Every broker needs stories, and a good story is used again and again.
New stories are wanted at all times, of course. American takes pain to develop highly effective sales stories about everyday life to help brokers close sales for whatever fund is being sold. The stories are conveyed as prominently as possible. Perhaps most distinguishing of all, albeit most elementary, is that American Funds recognizes most brokers still sell with paper. Cool is great, but it doesn't sell funds.