As a solo ERISA attorney am try- ing to sift through the emails, robo calls, and LinkedIn invita- tions from people who are trying to sell me something. I’m a big fan of good marketing and most of what I see sucks. Whether it’s the person trying to sell me web services using a Hotmail or Gmail e-mail address or trying. To sell me litigation support when I don’t litigate, it’s way off target. As a 401(k) plan. sponsor, you’re going to be inundat- ed by plan providers trying to sell you their services. Most of it is truly awful and this article is all about my advice of what plan provider marketing you should appear interested in, and what doesn’t work.