Magazine article American Banker

MFS Ads Explain the Benefits of Sales Fees

Magazine article American Banker

MFS Ads Explain the Benefits of Sales Fees

Article excerpt

In a universe full of no-load mutual funds, people often wonder why in the world they should pay a sales fee.

Now Massachusetts Financial Services is offering an answer. The Boston-based mutual fund company is launching in advertising campaign to explain to investors why they need a financial adviser.

The campaign's long-term strategy is "to give a pat on the back to financial advisers and to make the public aware of the value" they provide, said Jeremiah M. Potts, senior vice president of sales development at MFS Financial Services.

Answering Questions

The headline on the print advertisement reads: "A financial adviser can answer all your questions. And all these questions as well."

The banner is followed by a 10-question quiz asking basic questions. Among them: What is total return? How should assets be split between savings and investments? What does a balanced mutual fund invest in? Where can I get personal advice on the investments that are right for me?

"With all of today's investment opportunities, getting the right answers to your financial questions is more important than ever," the text says.

The advertisement promotes consulting with a financial adviser who is familiar with the investor's financial circumstances and goals and can help develop a sound, long-term financial plan.

Yearlong Campaign

Until now, "the load fund industry has done a lousy job explaining the merits of financial advisers," Mr. …

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