Financial marketing lesson from Northern Trust: Focus on “you”

Northern Trust gets it. Financial marketers should focus on their prospects, not themselves, as reflected in this ad in the April 16, 2013, issue of Wall Street Journal.

The ad links to a landing page at

I highlighted Northern Trust’s advertising in an earlier post, “Northern Trust’s plain English ad.” That ad sparked some conversation in my blog’s comments section. What about the company’s latest ad?