Brr_3According to Thomas J. Stanley and William D. Danko in their classic The Millionaire Next Door: The Surprising Secrets of America’s Wealthy, the vast majority of millionaires — those with true net worth of more than $1,000,000 after debts are paid off — have become rich not by making money, but by saving it. By this, Stanley and Danko mean that those who become rich overnight (major league baseball players, rock stars) are the vast minority. Most millionaires lived within their means, and wealth snuck up on them.

Along comes Budros, Ruhlin & Roe, financial planners and wealth managers. They’re a Young Isaac client for whom we placed the featured advertisement (just click here to be able to read it).

It sure ain’t no “Dear John” letter. It’s a letter to the lucky Rich in your life. The reason I like this advertisement, beyond the fact that I personally wrote it and it was produced at Young Isaac, is that it captures the voice, intentions, love and fears of our client’s well-heeled clients. Financial planning can make the rich richer, to be sure, and it also can make them more charitable. The advertisement celebrates the benefits of good wealth management.

I also like the advertisement, because it’s more than a clever concept; it offers a full page of text, thoughtfully addressing a broad range of benefits. You might think that it’s too much text. By modern standards, it is surely copy heavy. But I believe that the target audience will read it because they recognize their own voice — and because they need to do something to get their multi-million ducks in a row.

We’ll find out whether the advertisement gets read. It broke in The Columbus Dispatch this morning.

May you be healthy, wealthy and wise. If you question whether you lack the wisdom, contact our friends at Budros, Ruhlin & Roe.