Your styleguide resource for FMG Suite, Advisor Launchpad, and Agency Revolution.

General Rules


  • H1s Should Always Be Title Case
  • H2s–H6s Can Be Title Case or sentence case, but should be consistent down the page.
  • Headings followed by a subhead should always be title case.
  • All subheadings should be sentence case.
  • Try to avoid ending headings in a “.” period—it breaks flow.
  • Rarely end a heading with a “:” colon—it can be confusing. Most headings that end in a colon can be rephrased as a question with a “?” question mark (to engage), or can end in an “…” ellipse (to create suspense).


All Button Text Should Be Title Case


Text links should be sentence case [the ones with the orange arrow]

The Oxford Comma

We always use it. No ifs, ands, or buts.


We lean toward Chicago with Turabian-style citations in our content.

6 Tips for Drafting a Great Email

You might have to occasionally put together a piece of communication that will be seen by a lot of advisors, insurance agents, or prospects. Consistent practices make our brand stronger and protect our company’s reputation. Here are a 7 tips to keep in mind when drafting one-to-many copy that represents our company.

  1. Know your context. Before you begin, make sure you understand the context for the email you’re writing, what the recipient has already heard from us, and what they’re expecting or hoping to hear next.
  2. Don’t bury the lead. Put the most important piece of information you’re communicating in the first paragraph, where it won’t be missed.
  3. Match the right brand voice. The style guide has voice descriptions for each brand in the FMG Suite family of companies. Make sure to match the voice and tone of your copy to the specific brand you’re representing.
  4. Keep it short. Long emails get deleted or only partially read. Keep it concise: 2-3 paragraphs is long enough for most emails. Leave out any unnecessary or potentially confusing info.
  5. Include a call to action. If you want the recipient to do something, provide a crystal clear call to action. The best CTAs are under 5 words long. Here are some examples we’ve used:
    • Schedule a Demo
    • Get My Free Ebook
    • Learn More
  6. Ask for help. Don’t write in a vacuum! We have several professional copywriters on staff. Having one of them proofread your email can help avoid embarrassing mistakes.


Dark Blue

Medium Blue

Light Blue

Blue Gradient
#2980B9 to #0A4BA0

CTA Blue

Dark Green

Medium Green

Light Green

Dark Orange


Orange Gradient
#FF8C00 to #C76300




H1  TITLE 1 – 48/64

Used for headlines: H1, H2, H3, H4, H5, and H6 and main navigation

h2  Title 2 – 36/48

Used for big lead text (on images and soild backgrounds) as white color

h3  Title 3 – 30/36

Used on buttons

h4  Title 4 – 24/32

Not used for body copy

h5  Title 5 – 16/24
h6  Title 6 – 12/16

Body Copy

Muli- Regular 18/30 Leverage agile frameworks to provide a robust synopsis for high level overviews. Iterative approaches to corporate strategy foster collaborative thinking to further the overall value proposition. Organically grow the holistic world view of disruptive innovation via workplace diversity and empowerment.


Click here to read more a-Montserrat – Regular – #333333 Font size – 16px / Line height – 26px Link me to a web page a-Muli – Regular – #2980B9 Font size – 16px / Line height – 26px



The FMG Suite website voice is upbeat, inviting, and smart. We speak to our customers with an air of deference while confidently asserting our own value as the “best marketing system for financial advisors.”

We have chosen to use “building strong relationships” as a major focus, and we’ve tried to weave this theme into nearly every page on the website. By supporting strong relationships with their clients, we are helping the advisor build his or her business more sustainably and easily.

As for audience, we write to our friend “Larry,” a busy small business owner who is likely spread pretty thin and might not be particularly tech-savvy, but does see value in digital marketing.

The One-Two Punch

Many web copy/design experts favor an emotional appeal, followed by an appeal to reason, as a winning formula. We’ve used one-two punch on many of our website pages.

The Hero & Subheadline

Appeal to the right brain – creative, witty, human, engaging

At the top of nearly every page on the site, you’ll find a value prop statement. Rather than titling pages like a school paper, we’ve chosen to capture attention right in the hero with a phrase that draws the visitor in to read more. In many cases we also have brief, descriptive subheads to support and elaborate on the shorter eye-catching headline. The aim here is to appeal to emotion and create a moment of connection – a bit of wit wins the day.

The Secondary Headline

Appeal to the left brain – logical, data-driven, informative

The second headline is the one just under the hero image. This is where we give some data or make a logical assertion about what they’re engaging with. It’s often a straight value prop, as “Your website sets you apart.” The goal here is to appeal to reason and give their brain a small bit of something to think about, so avoiding wittiness and being super straightforward is key here.

Our Two Types of Headlines

Phrase Headlines

In some places, we use a short sentence or phrase as a headline. This is a copywriting trick that can grab the eye and is useful for making a strong, authoritative statement about the product or topic. Phrase headlines should be capitalized like a regular sentence, and they always end with a period.

Traditional Headlines

In other places, we use traditional headlines, like what you’d see above a newspaper article. We use these to introduce a section of copy or design element that just needs to be titled, named, or described. We rarely use these for making statements. Traditional headlines should be capitalized in title case and should never end with a period.

Some Favorite Phrases/Value Props

  • Customizable marketing system
  • The perfect marketing system for advisors
  • Automated campaigns
  • Award-winning content
  • Compliance-friendly content (avoid FINRA references)
  • Grow your business
  • Build strong relationships
  • Stay top of mind
  • Powerful tools
  • Beautiful designs

Stylistic Elements to Remember

  • The trademark symbol ™ should appear in superscript after each package name.
  • Don’t capitalize features (email tools, local search) but do capitalize packages (ElevateTM).
  • When referring to an ebook, it is just written “ebook” with no dash or caps.
  • CTA button copy should always be title case.
  • We always use “Get a Demo” for our CTA button copy (not “Request”).
  • We avoid the word “Submit” on form buttons.
  • We always use the Oxford comma. No ifs, ands, or buts.



Dark Grey


Web Body Font

CTA Blue


Myriad Pro

H1  HEADER 1 – (80PX)

h2  Header 2 – (48px)

h3  Header 3 – (38px)

h4  Header 4 – (22px)

h5  Header 5 – (18px)
h6  Header 6 – (16px)

Body Copy

Font Family: Myriad Pro – Regular Font Weight: 400 (regular) Body Text: 18px


Font Family: Myriad Pro – Regular Font Weight: 400 (regular) Text-transform: Uppercase (always all caps)



The Agency Revolution voice is powerful, direct, and to the point. This brand focuses on providing comprehensive, powerful solutions for insurance agents and brokers. Connect™ is a comprehensive customer outreach tool that’s great for consistent engagement, while Attract™ is a website-centric marketing tool that helps agents build their business. Emphasis is on helping them engage and retain current clients while also attracting new ones.

Words We Use

  • Attract™
  • Connect™
  • Communicate
  • Relationships
  • Support
  • Grow
  • Engage
  • Automated/Automate

Words We Avoid

  • Management
  • Simple

Favorite Phrases

  • Automate, Engage, Grow
  • Join the Revolution
  • Right Message, Right Time
  • Websites With Marketing Tools


The trademark symbol “™” should appear in superscript after every mention of Attract™ or Connect™


Light Blue


Footer Blue

Button Red

Text Box Blue

Footer Grey

Footer Grey

Text Box Grey



H1  HEADER 1 – (30PX)

Used as page headres

h2  Header 2 – (18px)

Used for footer headers

h3  Header 3 – (22px)

Used for headlines within body

h4  Header 4 – (18px)

Used for italic headlines within body

Body Copy

Font Family: Droid Serif
Color: #666 Font Weight: 500 Body Text: 16px


Link me to a web page a-Droid Serif – 500 – #49c4f3 Font size – 16px / Line height – 26px


Font Family: Droid Serif
Font Weight: 500 Size: 20px Background: #6acff6 Border Radius – 50px





Helvetica Neue

h1  Header 1 – (30px)

h2  Header 2 – (28px)

h3  Header 3 – (18px)

Body Copy

Font Family: Helvetica Neue
Color: #666 Font Weight: 400 Body Text: 14px


Primary Color Swatches


Black 2



Secondary Color Swatches

(to be used one at a time, never at the same time)





Headings & Subheadings

Minion Pro (Bold)


Gil Sans (Light)

Primary Body Copy

Gill Sans (Light)