Ulicny is a marketing communications firm that concentrates exclusively on the financial services industry. Founder Jeanie Ulicny wanted to stay on her customers’ radar but with a very soft sell. And so was born Ulicny’s Little Guide to Faux Pas–Free Communication, a humorous look at the little ways language might get you in big trouble. The guide was mailed with a card featuring the headline “What’s a Few Measly Basis Points? Thousands of Dollars.” For anyone in the financial services industry, it was definitely an attention getter.