In financial marketing, clarity is crucial.
It’s possible at least some of your audience can’t keep up with financial jargon; adding complexity isn’t going to do anything to gain their trust. Accessible, relatable language makes your message resonate and maintains your credibility as a knowledgeable source.
However, there’s a pretty thin line between being clear and oversimplifying … even patronizing. If you need some help finding the balance, here’s what you need to know.
The Importance of Clear Communication
Imagine you’re trying to understand how money market funds work. One explanation mentions how they can be used to “reduce exposure to equity market volatility,” while another says they may “provide protection from stock market swings.”
Which explanation would resonate better with you?
Clear communication makes complex ideas approachable, and that in turn builds trust. When you avoid unnecessary jargon, you make it easier for people to see how your services can solve their problems. That turns prospects into satisfied clients.
How to Simplify Without Oversimplifying
As important as it is to communicate clearly, you never want your clients to feel like you’re talking down to them. Here are some tips to help you navigate the challenge:
- Know your audience’s experience level. Are you speaking to seasoned investors or people new to financial planning? Tailor your language to their level of understanding. For example, while “portfolio diversification” will translate easily for an experienced crowd, “spreading your investments out to reduce risk” might be a better way to explain it to beginners. Conducting surveys or interviews can help you understand a person’s knowledge level and concerns.
- Use analogies and examples. A lot of financial concepts are explained in the abstract. Analogies can help make them more relatable. Visual aids like charts or infographics can also help simplify complex ideas without losing depth.
- Stay accurate. Simplicity doesn’t mean cutting corners. Double-check that your simplified explanations are still correct and you’re not leaving out any important details. Seasoned editors excel in reviewing what you’ve written and noticing what might be missing — seek out their services.
- Use layered content. Offer different levels of detail that cater to different audience preferences. For example, provide a quick summary for people just looking for an overview and a detailed breakdown for those looking to dive deeper. This way, you cater to varying needs without compromising clarity.
How to Maintain Credibility While Being Personable
Being approachable doesn’t mean abandoning professionalism. Balance is key. Here are a few things to keep in mind.
- Tone matters. Use conversational language but avoid slang or overly casual expressions. “Let’s grow your money together” is friendly. “We’ll have you rolling in dough” is too casual and too familiar … not to mention, it makes promises. Aim for warmth and approachability, like you’re speaking to a friend who values your expertise.
- Provide proof. Back up any statements with hard data, case studies or expert quotes to reinforce your authority. “Our strategy outperformed the market by 3%” is both clear and credible. Sharing testimonials or success stories (with permission and while compliant, of course!) adds a personal touch while maintaining authenticity.
- Be transparent. Always be upfront about risks and limitations. For example, if an investment has higher potential returns but carries more risk, your clients must know about that risk to make a truly informed decision. Transparency demonstrates honesty and integrity and helps to set realistic expectations.
- Stay consistent. Your messaging should be the same across all platforms, from your website to social media to ads. This helps to reinforce your firm’s reliability and professionalism.
- Encourage interaction. Invite questions and engage in conversations. This not only makes your audience feel valued, but also gives you an opportunity to clarify and educate in a personalized way.
Are We Speaking Your Language?
Financial marketing doesn’t need to be a tangle of terms only insiders understand. By using a personable tone and focusing on clarity and accuracy, you’ll connect with your audience more effectively. Speak their language and you’ll inspire confidence and action.
Do you need help spreading the word about your services? Mischa Communications is fluent in finance. Let’s talk.