FINANCIAL. DIRECT MAIL
Challenge: How do you write Financial DM that connects?
Solution: You tailor your tone and voice to the specific needs of the audience.
Here are two pieces of DM, both selling the same sort of institutional pension plans, but very differently. The first piece targets Financial Directors of large organizations - so it's serious and data-focused. The second targets Financial Advisors, so it’s faster, lighter - and includes a few themed giveaways.
SERIOUS
Headline: “Is the income from your retirement plan going to last as long as your employees?”
Message: Our product is the best way to reduce your corporate and personal risk.
Tone: Solid, serious.
Target: FD’s of large organizations. Clear, simple and serious. Focusing on our target’s fiduciary duty to protect employees and minimize shareholder risk.
PLAYFUL
Headline: “The average pension plan is 17% underwater. Seems like a good time to talk about liquidity.”
Message: We’re so confident in the quality of our liquidity solutions, we can sell them with a smile. Recommend them, and your clients can afford to smile too.
Tone: Data-driven - but playful and confident.
Target: Financial Advisors. Asking them to recommend our solutions. Our creative is still driven by facts. But this time has has a smile, an informal tone and a range of proposed accompanying “tchotchkes”.