E-piphany

I get the ‘fear’ angle. But, you don’t ‘prey’ on inflation, per se. You guide us through the fog of inflation…your current lighthouse analogy is much better in that regard. (If you want to stick to the shark angle, maybe a more alluring morsel would help.) Another option might be to make use of the Titanic/iceberg/lifeboat comments discussion we had several weeks ago…you know how to pick the right lifeboat: uncrowded with the fewest leaks.

I like it. Inflation is like a school of small fish. Nobody pays attention to a small fish, but in number, they add up and can nimble you to death.

Two quick notes –
1. You need a graphic designer, for both your ad and your website, since you live in Jersey I would recommend going to an NYU Stern school of art professor of graphic design and asking for info on their best students b/c you want to hire them for freelance work. They can do work as good as a pro but for much less money.
2. The ad is not good for two reasons, the graphics are unprofessional, and the image is confusing, it doesn’t convey anything about being preyed on. You would need a different kind of image, one where a predator is about to get eaten itself.
Personally, I think that the shark/prey image is overused in the financial industry and I think you’d stand out more if you used another metaphor. For inflation, I like the metaphor of a termite. It is “invisible” and eats away your investment without you knowing. You could be the bricklayer who builds a solid foundation for the customer that keeps away inflation bugs (politicians, central bankers, etc. who want to ‘eat’ your investment) and provides you peace of mind (you should always end with your customer feeling ‘peace of mind’).