Great ad copy from Wilmington Trust

“Learn about a great estate planning technique.”

Would the preceding line attract your attention to an advertisement? Well, maybe if you’re a financial professional. But odds are most regular folks wouldn’t exclaim, “Yes! I must read this.”

I like the Wilmington Trust ad shown with this blog post because it effectively says, “Learn about a great estate planning technique.”

By opening with “You didn’t get where you are today by missing out on exception opportunities,” Wilmington Trust appeals to prospective clients’ images of themselves. In other words, it appeals to their egos.

Once the firm has hooked its readers, they’ll look at the small print. They may even call Kemp Stickney or type in to check out additional resources.