Explaining to clients why their advisor is making a move.
Financial advisors sometimes change their affiliation – moving
from one bank or brokerage firm to another – or they decide to
become independent. Rather than use generic materials, a
number of them have asked Eve to write customized letters or
announcements. Eve does not put a word on paper until she
gets the advisor to explain the reasons for their move and to tell
her how clients will benefit. Then she writes a letter (of usually a
single page) in easy-to-understand language that puts the move
in context and explains how it will affect clients.
Coe Financial Services
Helping a financial advisor tell his story.
An independent financial advisor wanted to write his own
marketing brochure. Using Paragon Resources’ Story Builder,
which Eve helped to design, Richard Coe had completed a first
draft. However, he realized he needed an objective eye and
writing assistance. He called on Eve to review the draft and tell
him what could be improved. She edited the copy, incorporating
suggestions and followup questions. Dick revised the draft and
emailed it back to her. Four rounds of edits later, he had put the
finishing touches on a first-rate brochure that captured his story.
“The process to complete the brochure took about 6 months, but I am thrilled with the end product. Thank you for all of your excellent counsel and input.”
J. Richard Coe, CFP, CLU
Coe Financial Services
Wichita, KS, USA
Credit Suisse/French Blitzer Scott
Writing an equities advertising campaign
Eve wrote a series of advertisements for Credit Suisse. She was invited to participate by advertising agency French Blitzer Scott, which called on her because of her deep experience in financial services. She and the ad agency’s CEO conducted interviews with key decision-makers in the investment bank’s equities division. Then Eve wrote two or three ads for each equities specialty – a total of 14 ads – using Credit Suisse’s approved guidelines. Her work was so well received that she was asked to participate in other advertising campaigns.
“[Eve] is a quick study of complex issues, and is a highly-skilled writer. Her copy demonstrates an understanding of the subject matter, is crisp and to the point, and rarely requires editing or redrafting. … I strongly recommend her to anyone looking for quality creative thinking and writing.”
Robert W. Scott
President and CEO
French Blitzer Scott
New York, NY, USA
Creating a presentation for financial advisors.
Eve was asked to write a PowerPoint presentation about the features and benefits of a new fee-based advisory program. The key objective was to explain to financial advisors how the program allowed them to create truly customized strategies for their clients.
JPMorgan Asset Management
Making sense of the 2001 Bush tax law.
JPMorgan Asset Management wanted to help financial professionals explain the details of the Bush tax law to their clients. Eve rewrote copy created by the firm’s wealth management department so that it presented the law’s key provisions in plain English. She also developed tips for clients, ideas to help them with income and estate taxes, retirement, and educational savings planning.
JPMorgan Asset Management
Preparing for that worst-case scenario.
In the wake of the September 11th terrorist attacks, Americans were giving more thought to their future well-being. Eve helped JPMorgan Asset Management’s wealth management division create a publication that accomplished two tasks. One, it prepared financial professionals to have a conversation with their clients about financial planning. And two, it had a tear-away section for clients outlining the benefits of a number of important legal documents, such as a will, a durable Power of Attorney and a medical Durable Power of Attorney/Living Will.
MTB Investment Advisors
Editing a quarterly letter for clarity and flow.
Many economists and chief investment officers write regular letters to clients and shareholders. MTB Investment Advisors (MTBIA) asked Eve to wordsmith the quarterly letter drafted by their chief economist. With six business days of each new quarter, Eve received an MS Word document that she edited on a quick turnaround. She also reviewed the firm’s quarterly presentation book for consistency and readability.
Pfife Hudson Group
Identifying how best to market a fast-growing firm.
A growing company needs to define what makes it distinctive in the marketplace – and develop
collateral to effectively communicate its value – even as it becomes more successful. Eve
conducted an intensive fact-finding effort at Pfife Hudson, including interviews with the firm’s
three partners and with other professionals. Then she produced an eight-page report describing the
company’s marketing challenges and analyzing how it was positioning itself. The report also offered
recommendations on more effective messaging and the communications vehicles that would help Pfife
Hudson make the most of its marketing communications opportunities.
Phil Wilkins
Developing an email newsletter campaign for a successful speaker.
E-newsletters can be an excellent way to stay in touch with clients, colleagues and associates. Entrepreneur Phil Wilkins, a speaker popular with financial advisors, wanted to create an ongoing communications campaign using email. Leveraging ideas in Phil’s presentation, Eve wrote copy for the e-newsletter’s inaugural edition and for five subsequent issues. The articles contained useful tips and strategies to help readers – primarily financial advisors – add more wealthy entrepreneurs to their books of business.
“I contacted Eve at the recommendation of a financial advisor, who had raved about her work on a marketing brochure for his wealth management practice. From my first conversation with Eve, I could see how knowledgeable she was about the investment business and financial advisors in particular. . . . I have been receiving excellent feedback on what we achieved together.”
Phil Wilkins
Speaker, consultant, author, entrepreneur
Diverse Wealth Systems
Lexington, KY, USA
Developing a new website.
The president of a cross-cultural consulting firm asked Eve to write the copy for his new website. After talking with him at length about Szepko International, its expertise and accomplishments, Eve wrote “discussion drafts,” positioning the company in a variety of ways. Her work was so on-target she was asked to incorporate all of it into the website.
Prof. Shlomo Bernartzi, UCLA
Refining a report about the post-retirement crisis
Eve was asked for her help with a response to a request for information from the U.S. Department of the Treasury and U.S. Department of Labor. With the deadline just days away, UCLA Professor Shlomo Benartzi thought “Behavioral Finance and the Post-Retirement Crisis” needed an eagle eye and significant TLC to ensure it had the required tone and consistency. In some cases, considerable revisions were necessary. Although called in at the eleventh hour, Eve devoted herself to the project, ensuring it was ready in plenty of time for submission.
“[Eve] was right person for the job – a skilled writer and editor who understands the financial industry and the retirement marketplace in particular. . . . I appreciated every one of her suggestions, but was most impressed by the thoughtfulness with which she approached the work. . . . She is a consummate professional.”
Shlomo Benartzi
Professor and Co-Chair of the Behavioral Decision Making Group
UCLA Anderson School of Management
Los Angeles, CA, USA
William D. Johnson & Associates
Making the argument for a new business opportunity.
Why avoid a lucrative market? According to Bill Johnson, CPAs
didn’t think they had the expertise to handle the special interests
of fiduciaries. He asked Eve to create a marketing piece that
would show CPAs how he and his firm could help. She
developed a Q&A that showed CPAs how they could position
themselves. Bill has used the piece as both an educational
and marketing tool.
“I wanted to show CPAs the opportunities offered by the institutional middle market. You wrote a Q&A that makes the case in terms that are meaningful to CPAs and explains the benefits of an alliance with an advice business like ours. This piece is marketing of the best kind because it does not try to talk anyone into anything; it presents a convincing argument and issues a call to action.”
William D. Johnson
William D. Johnson & Associates
CapTrust Financial
West Palm Beach, FL, USA