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Advisors Borrow Buffett's Name for "Sex Appeal"

May 20, 2013

Buying Berkshire Hathaway shares isn’t the only way for financial advisors to tap into the Warren Buffett mystique.

To impress clients — and enhance returns, they say — some advisors are coming up with creative ways of channeling the legendary and contrarian investor when marketing their own practices, The Wall Street Journal reports.

AlphaVest.com, the online division of Charleston, S.C., wealth-management firm Red Triangle, offers investors a "Best of Buffett" option with its five favorite ideas from the Oracle of Omaha, the Journal reports. The portfolio recommendations are culled from publicly disclosed Berkshire Hathaway holdings, as tracked by a separate company; AlphaWest picks the five highest-performing investments. The firm told the Journal that it offers the portfolio, which this year is slightly ahead of the S&P 500 index, for “sex appeal.”

Another advisor, Larry Swedroe, managing principal at Buckingham Asset Management and co-founder of BAM Advisor Services, titled a recently published book Think, Act, and Invest Like Warren Buffett: The Winning Strategy to Help You Achieve Your Financial and Life Goals. It was his publisher’s idea to include Buffett’s name in the title, he told the Journal, but he said the idea of channeling Buffett’s passive investing strategy was his own, and a powerful way to get through to his clients.

Likewise, Christopher Cordaro, chief executive of fee-only advisor RegentAtlantic Capital, offered a workshop for women clients titled "Invest Like a Girl,” which played off Warren Buffett Invests Like a Girl: And Why You Should, Too, a book by Motley Fool's LouAnn Lofton, the Journal said.

By Elizabeth Jensen
  • To read the Wall Street Journal article cited in this story, click here if you have a paid subscription.