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It’s like digital – only with higher stakes.
Print is romantic: the finality of ink on page, the permanence. But there's also, you know, the cost.
Print is an investment, and the content should reflect that. The ideas must work. Effective print matches digital's requirements – emotional intelligence, captivating headlines, concision – but there’s no do overs. No tweaking. No oopsies.
Can you explain what a broker-dealer does? (No points awarded if you’re in the industry.) The truth is, most can’t – even when entrusting a life saving's in their care.
That’s the info gap this brochure aims to fill. Advisors want their clients to understand a broker-dealer’s role, but they don’t want to undermine their own importance. So, we created this piece to explain how an advisor and a broker-dealer work in tandem to meet their client’s needs.
Recruiters woo advisors with services and incentives. These “leave-behind” sell sheets give advisors a peak at the business coaching and support they’d receive if they moved their business. It’s supporting sales material, essentially, with just enough information to entice.
The client, a broker-dealer, wanted to recruit advisors to its network. The goal and the promise: Bring your business here and you’ll get one-of-a-kind service. You’ll be happier. Your clients will be happier.
ICA promises freedom. INVEST promises customized service. These postcards were part of broader campaigns featuring emails, web banners, landing pages, and infographics.