November 25, 2019 | Article

Being able to properly market yourself – namely by telling your unique story and sharing what you do and why – is an important aspect of developing your business. Finances themselves can already be complex enough to understand, so it’s important to able to simplify and write your marketing materials in a language in which your clients and potential clients can better understand what you have to say. Whether you’re using this as a marketing check-up for yourself or you’re new to the business, developing this content in an easy-to-understand way will help improve your value proposition and further differentiate yourself from your competitors.

The first step to improving your marketing language is to do your best to avoid jargon. Though you may want to use words that often come cross your desk, that doesn’t automatically mean that your target audience will immediately understand what you’re trying to say. In some cases, clients may feel that it may not be applicable to their situation. By using broader terms, or perhaps more “user-friendly” language, you may be able to make clients and potential clients feel less intimidated.

Another aspect to consider is trying to anticipate questions that your target audience may have. By either including an “FAQ” section or bringing up common discussion topics within your writing, you’ll be thinking ahead and answering questions that arise in clients’ and prospects’ minds as they’re reading through your materials. This can give them more of a “peace of mind” or sense of security in working with you, as they’ll see that you want them to have the answers they need and are willing to clarify areas which may cause confusion.

Lastly, if you’re able to provide different scenarios for them to consider, you’ll be showing your audience that you are trying to help them see the bigger picture. Though the scenarios that are described may not directly align with their situation, you can demonstrate to them that if they continue to work with you, you’ll be able to provide the best possible service.

We’ll leave you with this thought: How can you leverage your marketing language to help with both prospecting new businesses and maintaining client relations?

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