09/02/2026
A courtroom oath asks for three promises, not one: the truth, the whole truth, and nothing but the truth. Your marketing should do the same.
Each guards against a different way of misleading, and each maps onto a place advisor marketing tends to slip.
Accurate, net-of-fee performance is table stakes; it keeps you clear of the Marketing Rule and the examiner.
What you leave out, the fee drag, the years that didn’t work, the client you weren’t right for, is where trust is actually won or lost.
And what gets piled on, “holistic,” “bespoke,” “goals-based”, is what quietly trains prospects to discount everything else you say.
Three separate tests. Fiduciary marketing means clearing all three, not just the one compliance signs off on.
We break down each clause in our latest article. See article in comments.
