Marketing Your Firm: Drop the Jargon

As a financial advisor, you meet with people every day. People with questions about how they are going to solve a problem or meet a need, but unless you can answer those questions quickly and in a way that they understand, they will move on to someone that will.  
The industry is filled with jargon, acronyms and processes that help people improve their lives but we need to spend more time thinking about how we communicate with clients because what good is a solution unless clients understand how it will help them? 
Your website should show...

1- You understand the challenges that they are facing and empathize with their situation 
2- You offer the tools and strategies that they need to reach a better tomorrow
3- Specifically what the next step is in the process 
It should be more about them than you. More about their opportunities than your experience and it should also include very little industry jargon.  Jargon is defined as the vocabulary of a particular trade, profession, or group but more simply put it is any talk or writing that one does not understand. 
We need to stop confusing people. 

One way to make sure that you are communicating without jargon is to focus on the benefits of your service rather than specific features. We don't really care what tools a dentist uses, we care that we are going to leave their office with cleaner teeth or less pain. When it comes to financial advice, most importantly people care that you understand their challenges and that you are presenting them with a plan to help. 
In 2018, Invesco in partnership with Maslansky + Partners conducted a national survey of more than 800 large-plan participants to figure out how advisors and plan sponsors could more credibly and effectively build trust with participants. 
They presented four key principles of credible communication: 
Positive - Use language that's positive and hopeful 
Plausible - Use language that communicates plausible, credible benefits 
Plain-English - Use plain-spoken language and avoid jargon 
Personal - Use personalized language such as you and your

The study also found that personalized language that ties back to a positive, aspirational goal of a comfortable retirement resonated with all ages and helped drive higher default rates.

Sure, you can list all of the research tools, investment options, reporting features and industry associations you use or are a part of but the best and most impactful thing that you can show them (on your website or in person) is that you care about their unique situation and that you will help them get on track to meet their goals. 

Kaleena Fong on August 28th, 2019

Posted by Kaleena Fong

Kaleena is an energetic and self-motivated marketer. In 2018, she joined Resources to assist with corporate branding and building out a marketing services program for affiliate offices.

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