End: Educate Small Business Owners on Retirement

Means: Targeted Direct Mail

For: OppenheimerFunds Retirement Services

The Back Story: Many small business owners believe that adding a retirement plan to their company is too complex and costly. How could I convey that the exact opposite is true?

The Success Story: I framed retirement as an integral part of a business plan, to emphasize its importance and necessity. Once that groundwork was done, the benefits of low fees and minimum administration were just icing on the cake.