Category Archives: consumer / B2C

Aside

welcome

Hello there! Thanks for stopping by.

How would you rate your marketing materials: your blog (do you have one?), tweets and posts, website, brochures, sales letters, presentations…be honest!

Do your pieces emphasize your business more than your customers’? They shouldn’t.

Who is your audience? How are you trying to reach them? What are you trying to say?

What you write, and how you write it, is often the first impression your clients will have of your business. And ineffective or bad writing will be their only impression. Not to freak you out or anything, but your marketing is a reflection of you and your business–and how you do business.

Since 2002, Mercury Communications has specialized in writing and editing for businesses and financial services companies. My clients range from small independent retailers to some of the world’s largest corporations: hotels, banks, insurance companies…Check out my work, read my blog, and feel free to contact me to learn more about how I can help you and your business.

Thanks!

Merrill Lynch: “An advisor who knows…” series, Part 2

Those Merrill Lynch Wealth Management folks really get it. They care about who you are and what makes you tick; they know exactly what financial issues keep you up at night. MLWM advisors take the time to learn all about you and your family—but not in a creepy, stalkerish way, of course.

Besides knowing what accounts you have (and what you have in them), they know your phone number by heart. They’ll be there for you and your family over the long run. And they’re not shy about calling you and keeping in touch—but only as much as you want them to…

copy targeting local markets (617 = Boston metro area phone exchange) for banner ad, possible signage

Here’s another banner ad targeted to high net worth individuals looking to give back, either by embarking on a second career, maybe for a nonprofit instead of at one of those evil giant squid firms where they made their money, or perhaps pursue their philanthropic interests full-time:

Merrill Lynch: “an advisor who knows…” series

It’s pretty damn hard to get someone to click on a banner ad.

In this series by Digitas for Merrill Lynch, I tried to appeal to the emotional side behind the rather overwhelming business of saving and planning for your retirement…by trying to make a stressful situation and process seem more “zen.”

I wanted to convey the fact that ML advisors are real people who can help you achieve your long-term goals so you can enjoy the present moment even more—and who also probably happen to like frosted donuts. Alot.

The creative director forbade us to use the dreaded “Learn more” on any of the call-t0-action buttons, so “What’s your plan?” hopefully will prod YOU to push the button and get on board with your retirement planning…with a ML advisor, of course…if you’re an appropriately high-net-worth(y) individual, that is.

Here is the same copy for a national elevator ad campaign (so business people have something to focus on during those awkward, crowded elevator rides):

Looking at these delicious ads is giving me a serious craving for coffee and donuts — I wonder why?!

Category Archives: consumer / B2C

Merrill Lynch: “An advisor who knows…” series, Part 2

Merrill Lynch: “an advisor who knows…” series

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