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Personal wealth. It’s a topic no one likes to discuss in mixed company. To pony up a true salary number is almost too intimate. We’re constantly comparing ourselves to others and subscribing to the “keeping up with the Joneses” mentality. As Albert Bandura, a psychologist at Stanford University, said:

“Accomplishment is socially judged by ill defined criteria so that you have to rely on others to find out how you’re doing.“

People look to others to see if they are successful—we’re looking for social status. As advertisers, one thing we can do when marketing personal wealth is to show people the social status that comes with it. Don’t just promise them money; show them how taking control of their finances is taking control of social status. They have the power to define their own status by being proactive with their finances and taking advantage of the opportunities you’re offering them.