The gentle art

Professional Adviser
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It is during hard times that people need protection the most but persuading them to part with their cash may be difficult. Roger Edwards offers some marketing advice

Despite the credit crunch, UK living standards have never been higher. We earn more than in the past, have access to cheap but reliable technology to make our lives easier, and can afford far flung holidays, entertainment and more consumer goods. But now things are getting tougher. The cost of living is rising at record levels and people are beginning to feel the pinch. And while they may be looking for ways to save money the current squeeze is also prompting people to sit up and have a really good look at their lifestyles, and the salaries, savings and loans that support them. This could...

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