Have you ever experienced a disconnect between yourself and your client when you are explaining matters of a highly complex nature?
Whilst your attention to technical detail is, quite rightly, the cornerstone of your professional prowess, it may leave your client feeling a little dazed and confused. If this has been your experience, please read on for THREE simple writing tips for your marketing resources:
TIP #1 Keep it Simple
Offer quick tips rather than long winded explanations. Think of a tip as a bite-sized piece of information that’s easily digested – brief and to the point. A tip should be easy to remember and easy to repeat to others. If it’s both, then it’s sure to be relevant and therefore valued by your client.
TIP #2 Express rather than Impress
You probably enjoy ‘talking shop’ with your peers, but your clients may find blogs and articles that outline complex concepts confusing, even intimidating. In financial services, you need to be mindful that your goal is to ‘express’ rather than try to ‘impress’ your clients by unloading your full arsenal of financial knowledge in this format. While the ‘complexity threshold’ of your content will depend on your clients’ level of technical intelligence, your rule of thumb should be to use your blogs and articles to create awareness about complexity, rather than to fully explain it.
Most importantly, include a call to action or a genuine statement in your blog or article along these lines:
“This is a complex matter that requires explanation within the context of your individual circumstances. I invite you to call me so that we may make an appointment to have this important discussion.”
TIP #3 Ask: How would you feel if…?
If you are familiar with Simon Sinek, who famously presented a TED talk entitled How Great Leaders Inspire Action, you’ll know that it’s how people feel that propels them to action. For you in the financial services industry, where so much of what you do is high technical, bringing things back to simple concepts is powerful.
For example: How would you feel if…
… you couldn’t provide for your family if you became ill?
… you didn’t have enough savings to give up work?
Or conversely:
… you could give up work 5 years earlier than you expected?
Once your client understands the relevance of your offer in direct personal terms, they will be more likely to take action.
Typically, this would include engaging you to give advice for achieving outcomes or avoiding problems.
If you have any questions about how to enhance your marketing communications, email me at marketing@boldcorp.com.au and I’ll be in touch.
At Bold! we specialise in marketing communications for professionals and business owners, and it would be our pleasure to help you to implement our ‘Do-Able’ Marketing model which is underpinned by a 7-Step Do-It-For-Me Framework. We’ve been honing our skills for over 20 years and we overcome the THREE key concerns that often prevent financial services professionals from marketing their practices: Time, Affordability and Accountability.
For a no-obligation discussion please contact Wendy Bold on 07 5477 0197 or email marketing@boldcorp.com.au
