Matt Einheber

by Ivan Levison In advertising jargon, "manufacturer's copy" refers to the kind of flat-footed copy that clients write for themselves. You know the sort of copy I mean -- the kind that's always filled with self-congratulatory talk of "passion," "mission" and "commitment." Let me give you an example. Here's the start of a letter written by the CEO and Chairman of U.S. Trust. (It appeared in Barron's and was aimed at affluent prospects for the company's high-end financial services.) "At U.S. Trust, we understand that wealth management is as much an art as it is a science. On the one hand, we

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