Welcome!

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

General Rules




Headings

  • 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).

Buttons

All Button Text Should Be Title Case

Links

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

The Oxford Comma

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

Style

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.





Logos

Download All Logos




Color


Dark Blue
#184364

Medium Blue
#2980B9

Light Blue
#3498DB

Dark Grey
#333333

Medium Grey
#8A9599

Light Grey
#eeeeee

Lighter Grey
#f4f4f4

Red
#e74c3c

Orange
#ff8c00

Green
#31bc31



Headers


Montserrat

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 16/26

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.

Links


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



Copywriting


Voice

The FMG Suite voice is professional, inviting, and warm. We speak to our customers with an air of deference while confidently asserting our value. We refer to ourselves as their marketing team, and a full-service marketing solution. The focus is on helping the advisor build his or her business while making their life easier. Tone is pitched toward a busy small-business owner who is likely spread thin and not particularly tech-savvy. On certain occasions, we can be intentionally absurd and use humor to break up repetition / capture attention (e.g. the “marketing box,” and some product announcement videos).

Words We Use

  • Automatic
  • Advisor
  • Tools
  • Marketing Team
  • Ebook (used in a sentence, it is “ebook” with no dash or caps)

Words We Avoid

  • Template
  • Customer
  • E-newsletter
  • Marketing Team

Favorite Phrases

  • All-in-One Marketing Solution
  • Automated “Smart” Campaigns
  • Pretty Suite
  • Award-Winning Content
  • Grow Your Business
  • Powerful Tools
  • Beautiful Designs
  • Have a Suite Day



Letterhead


Click Here for Google Doc






Logos

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Color


#E97F23

#AB5F26

#B3E1E8

#F4F7E0

#000000

Background
#FFFEF2



Headers


Futura

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Body Copy


Proxima Nova – Regular

Res andaecaturia comnim ipiderf erorecta quidell uptibea errum quidellorro commoluptur? Quias experch ilitium eius sapic te omnis am, simusant et, qui sit aut quae voluptae aute sequiaepudit eatustMinihilla qui digende moluptibus eaquam nimos reiur adiaes pernam, corem sum que doloribus.



Copywriting


Voice

The Advisor Launchpad voice is light, witty, and engaging. ALP copy tends to be a bit less formal in tone than FMG Suite copy. We make liberal use of the space metaphor on our website and in marketing materials (for example, the website themes are named after planets and constellations, and the contact form is titled “Get in Touch with Ground Control”). This brand focuses on the primary value proposition of getting a cool website loaded with content that’s specifically for financial advisors. Emphasis is on making them look good online.

Words We Use

  • Launch
  • Stellar
  • Constellation

Words We Avoid

  • Marketing
  • Comprehensive
  • Complete Solution

Favorite Phrases

  • Take Control
  • Ready for Blastoff
  • Rocket Fuel
  • Stellar Websites



Letterhead


Click Here for Google Doc




AR - Agency Revolution: Automate. Engage. Grow.



Logos

Download All Logos


AR - Agency Revolution

AR - Agency Revolution

AR - Agency Revolution



Color


Red
#ED2C38

Dark Grey
#404040

Blue
#1EBCC7

Web body font color
#5A5A5A

Logo Font Color
#1D242B



Headers


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

Buttons


Font Family: Myriad Pro – Regular

Font Weight: 400 (regular)

Text-transform: Uppercase (always all caps)



Copywriting


Voice

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

Remember

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



Letterhead


Click Here for Google Doc






Logos

Download All Logos








Color


Light Blue
#5FC9F5

Red
#E5352D

Footer Blue
#486571

Button Red
#973B36

Text Box Blue
#404B5C

Footer Grey
#404040

Footer Grey
#4A4A4A

Text Box Grey
#D8D8D8



Headers


Bitter

h1  Header 1 – (30px)

Used as page headrs

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

Links


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

Buttons


Font Family: Droid Serif

Font Weight: 500

Size: 20px

Background: #6acff6

Border Radius – 50px




Letterhead


Click Here for Google Doc


 

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Copywriting Sample

Distill Your Niche

"...while they can’t turn back the clock and address these issues beforehand - such as increasing their spouse’s life insurance or saving more - there are ways to take control and feel more confident in their future.
When working with widows, there are a few first steps I recommend taking:

1. Get Organized
Whether or not you handled all of your family’s finances, some, or none, the first step is to organize your financial documents. Before you can determine how to budget and what steps to take, you have to first understand where you stand financially. If you are having trouble translating your investment account statements, a financial advisor can help you understand what your documents mean. You’ll want to copy and safeguard your important documents and review life insurance policies with a trusted advisor.

2. Budget for a Single Income
More than half of widows have difficulty adjusting to a single income. This may because they haven’t reevaluated their bills and expenses and adjusted..."


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Copywriting Sample

Consistent Messaging

"...Once we understand your family’s current circumstances, goals, and unique needs, we develop strategies to help preserve and potentially grow your wealth and take over the time-consuming tasks associated with managing your complex financial affairs. Working with a family office can benefit families in a number of ways, including:

  • Preserving wealth through proactive management and appropriate strategies
  • Mitigating risk by diversifying investments
  • Assisting with the transfer of wealth from one generation to the next through strategic asset allocation and estate planning..."


View Complete Sample
 

Copywriting Sample

Unique Articles in Your Voice

"...More than likely, you have a clear understanding of your relationship with your doctor or your dentist. You pay a fee and, in return, you receive a service, including advice and recommendations based on your individual situation. It would make sense then for your relationship with your financial advisor to be the same; but for many, that’s not the case.

At Financial Guideposts, we’ve noticed a trend: that the general public does not understand the relationship they have with their financial advisor. We want to change that. We believe there are two critical aspects you should understand when working with a financial advisor: how he or she gets paid and what services he or she provides..."


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