We live in an age of information overload, where the challenge isn’t accessing or disseminating information but instead capturing attention. Against this backdrop, clarity has become a seemingly rare commodity.
Financial advisors know that earning clients’ trust is vital, but too often, their value is buried beneath layers of jargon and complexity. Vendors can be just as guilty of this, promoting potentially transformative solutions with lofty language that ultimately falls flat. The result? Great offerings obscured by lackluster messaging.
We’ve all seen press releases and marketing materials that seem to prioritize complex buzzwords over clarity and substance. Consider a typical vendor announcement touting an “integrated suite of solutions leveraging proprietary AI” or a “cutting-edge digital transformation platform” without clearly detailing how these solutions help advisors achieve better outcomes. Similarly, when an advisor discusses their “multi-asset class strategies for risk-adjusted returns” without explaining what that means for a client’s financial future, the message can feel hollow and disconnected. These types of communications are, in essence, all sparkle and no substance.
So, how can financial advisors and vendors alike ensure their messaging resonates with the right audience? Here are a few takeaways to consider:
Prioritize Simplicity and Clarity
Rather than using industry jargon or overly technical language, focus on straightforward explanations that highlight how your services benefit clients in practical terms. Ask yourself: “Would a potential client immediately understand the core benefit of this?” If the answer is no, it’s time to revisit. The goal isn’t to sound sophisticated—it’s to be understood.
For example, instead of saying, “Our data aggregation tool utilizes an advanced machine-learning algorithm to synthesize information across multiple channels,” consider, “Our tool consolidates data from various accounts, giving you a complete view of your client’s financial picture.” This type of language makes it easier for your audience to grasp your value and see how it directly supports their needs.
Lead with Value, Not Features
Simplifying your language is the first step, but it’s not enough if the focus remains on features rather than outcomes. After all, clients don’t buy features—they buy solutions to their problems. Reframe your messaging from a list of product attributes to precisely how those attributes address specific challenges or fulfill client needs. This transition from “what it is” to “why it matters” is crucial for connecting on a deeper level.
For instance, a platform’s “AI-driven market analysis” doesn’t mean much unless it’s framed in a way that demonstrates how it helps advisors make more informed investment decisions. For advisors, instead of simply discussing “dynamic cash flow modeling,” it’s more effective to highlight how this service enables clients to visualize how different financial decisions—like buying a second home or adjusting retirement contributions—could impact their financial future. The key is to always ensure your messaging answers the all-important question: “How does this help me?”
Avoid the Overload Trap
More isn’t always better. When you try to say everything, nothing stands out. Press releases are a prime example of how excessive detail can alienate your audience. Reporters, like clients, want clear, concise information. If your release is too long or packed with technical language, it’s unlikely to grab their attention. Reporters receive dozens of releases and pitches daily, and if they can’t quickly understand your story, they’ll move on to the next one.
To capture interest, keep your messaging focused on a few core benefits that set your offering apart. Streamlining needn’t mean dumbing down—it’s delivering a thoughtful, compelling message that stands out and invites further engagement.
Test Your Messaging Internally
Before going public with your big announcement, test your messaging internally. Share it with a colleague or someone outside your immediate team—ideally someone in a completely different job function—and ask them to summarize it in their own words. If they can capture the essence in short order, you’re on the right track. If not, it’s time to refine.
The clearer your message, the easier it is for your audience to engage. By delivering value-driven, concise messaging, financial advisors and their partners can build trust and credibility, whether they’re speaking to clients or the media. Make your story straightforward and relatable, and you’ll position yourself as a trusted voice that clients and reporters want to hear from. In an industry where trust is currency, the clarity of your message could be the differentiator that sets you apart from the competition.
Emma Smith is partner at StreetCred PR, a public relations agency focused on the financial services sector.
