Charles Schwab struck brilliance with its tagline “Talk to Chuck,” inviting us in and promising no airs. The company’s marketing team is at it again with copy that expresses exactly what its target customers are thinking. For example, their Schwab New Client Concierge ad reads:

I need a new investment account.
I just don’t need the hassle of opening one.

The word hassle is loaded with emotion. Who doesn’t fret the task of opening a financial account of any kind? The idea of a financial concierge is brilliant.

How do they know what we’re thinking? Forrester blog, Groundswell reports that that the firm gained insight from their “Money and More’ private online community made up of 350 25-to-40 year old Generation X non-Schwab clients.” Since then, Schwab has “added 32% more Gen Xers YTD when compared to similar timeframes last year.”

From a copy perspective, Schwab competitors Ameritrade and Scottrade are trailing. Scottrade boasts “More broker for your money.” If you don’t know what a broker does or if you don’t have much money, the tagline is meaningless. Ameritrade focuses on providing you with the tools you need to “pursue success as an independent investor.” Huh?

Schwab has mastered the art of connecting with their customers through words. I say bravo to the copywriters. They have helped Schwab eliminate the product-killing gap known as “them and us.”