JEB

One of these highly-exclamatory logos belongs to a now-tired brand from the late 1990s and early 2000s.  The other belongs to a multinational technology company headquartered in Sunnyvale, California that delivers e-mail and spam.

With respect to the need for exclamation points to get people excited, Patrick Armitage of the web publication Marketing Land remains a skeptic: “In my experience, the exclamation point doesn’t actually say, ‘This is awesome!’  It’s a warning sign that says, ‘Caution: We’re overselling the crap out of this!'”

Indeed.  I might also cite F. Scott Fitzgerald, whose thoughts on the topic capture the essence of this decade’s Bush campaign:  “An exclamation point is like laughing at your own joke.”

So far the joke has been on us, as we try to endure all the yahoos running for President.   What a piece of work is man!*

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* Hamlet, Act II, Scene II.
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ob-denaliIn what may ultimately be regarded as his greatest act of arrogance, President Obama today announced that he has changed the name of the 25th President of The United States from William McKinley to William Big Mountain Denali.

“I can think of no better tribute to Native American tribes of Alaska than to name one of our Republican Presidents after the tallest peak in the Western Hemisphere,” Obama said to a select gathering of Young American Geologists.  “As you all know, Denali means The Great One to Native Alaskans.  And President McKinley — that is, President Denali — was one of the greatest Republican Presidents of the last decade of the 19th Century.  So it is only fitting.”

“President Denali will never be forgotten,” Obama continued.  “He will always be known for being named after this majestic mountain.  And for being the most famous person to have hailed from Ohio, after LeBron James and Drew Carey.  And sadly, for having been assassinated, but that took place when he was known as President McKinley.  If only we could rewrite history.”

President William Big Mountain Denali was born in Niles, Ohio, in 1843.  He was the seventh child of William Eagle Feather Denali of the Cleveland Indian tribe and Mary Margaret “Missy” McKinley, who lived down by an old mill stream, where he first met her.  An underpaid Ohio county clerk would mistakenly record Baby Denali’s surname as McKinley, thus setting in motion a century-and-a-half of confusion and contention among mountain-climbers, Native Americans, politicians and bored-but-wealthy interest groups.

As McKinley, President Denali held office for four years and six months, from 1897-1901.  Ironically, it was during the Denali Administration that the Five Civilized Tribes lost the  last vestiges of autonomy, starting with the Choctaws and Chickasaws in 1897, followed by the Seminoles in 1898 and the Creeks in 1901.  (The Cherokees held out until 1902.)

Obama’s move brought protests from circles claiming that the moniker The Great One rightfully belongs to ballplayer and humanitarian Roberto Clemente, or to hockey star Wayne Gretzky, or to full-figured entertainer Jackie Gleason, but not to a mountain or a 19th-century Republican President.  Some were plainly dismissive.  “I have nothing against McKinley or Denali, whoever that schmuck is, who cares?” bellowed 2016 Republican primary candidate Donald Trump at a recent event. “This Denali, I don’t care if he’s from UniVision or IndianVision, he knows who the Great One is.  And he’s going to vote for me.”

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This is a short update to my 2012 post Certified Financial Shammer, wherein I discussed an article by Roccy DeFrancesco, JD, CWPP™, CAPP™, CMP™ that appeared in a 2005 issue of the trade journal Financial Planning.  At that time, Mr. DeFranseso advised his financial planner readership to buy a ghost-written financial advice book, the purpose of which was to impress prospective clients:

Most financial advisers buy ghost books simply for credibility… I can’t count how many times a month I tell clients, “I cover that topic in my book.”

Well, it seems the worm has turned, so to speak.  I recently stumbled on this page on the Strategic Marketing Partners (marketing services for financial professionals) website:

“When I wrote my first book, I stopped handing out business cards.  It became instantly clear that handing out a book with my name on the cover was a much better way to get someone’s attention than to give them a business card.”

“The days of doing ghost books are over.  However, the days of writing the Foreword for books is here.  Advisors who work with Strategic Marketing Partners have the ability to write the Foreword for four of my books.  It’s one of the best marketing tools you can use and I strongly recommend you consider stepping up your game by doing so.”  — Roccy DeFrancesco, JD, CWPP, CAPP, CMP

Some people cannot imagine that the person sitting across the desk, who looks so sincere, who may even live in their neighborhood, who is listening to them and offering to help them with their money issues, could be anything else but the modern incarnation of a financial Atticus Finch.  Allow me to point out that the smell of money attracts sharks, and sharks try to conceal their presence.  Remember this the next time your financial advisor invites you to read his or her Foreword.

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