Edward Jones of simple messaging

By Stephen Rhodes

Financial-services firm Edward Jones is using television and print to promote its  commitment to face-to-face relationships and long-term investment strategies. I am not a client, just a fan of straight forward messaging. Their ads in print and online provide simple, clear messages.

Television, print and online ads convey Edward Jones’ dual mission of what it calls face time and think time, with the invitation to “join us,” if for example, “you buy the renegade idea that investing should be done face-to-face, not just inbox-to-inbox”; “if you believe that your relationship with your investments shouldn’t be long distance”; or “if you endorse the radical theory that investors should spend less time playing the market, and more time understanding it.”

With a near market collapse last year and an uncertain future, simple messaging can win the day.

What do you think?

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