De-Jargonizing Your Financial Communication

The Problem with Industry Speak

As professionals, we often take pride in our technical expertise and mastery of financial terminology. However, have you ever considered how this knowledge sounds to your clients? The financial services industry uses more than 13,000 specialized terms. While these may showcase our competence, they often leave clients feeling confused and excluded.

A Simple Analogy

Think about buying an e-bike. It's convenient, reliable, and fun. But if the gears begin to slip and the shop owner tells you the "cassette" needs replacing, you might feel lost unless you're familiar with bike mechanics. For the record, the cassette is the gear assembly.

This is exactly how clients feel when they hear terms like "asset location," "Monte Carlo simulation," or "standard deviation." These concepts may be clear to us, but for many clients, they raise more questions than answers. The key insight here is simple: you are not marketing to yourself.

Speak Their Language

To stand out in a crowded market and avoid becoming a commodity, you must communicate your value in a way clients can truly understand. When someone asks what makes your service unique, avoid using technical jargon. Instead, describe your process in terms that are panoramic, fluid, and easy to grasp. Paint a picture of your service that connects emotionally and intellectually.

The Three Keys: Brevity, Specificity, and Proprietary Value

To clearly articulate your value, focus on three main drivers:

• Brevity: Be concise. Get to the point quickly without overwhelming clients with lengthy explanations.
• Specificity: Use meaningful, relatable language that sparks curiosity and leads to deeper engagement.
• Proprietary Touch: Highlight your unique approach. Even if others offer similar solutions, your method of combining and delivering them should be unmistakably yours.

Clients Buy Your Process, Not Just Products

Clients are not just purchasing financial solutions. They are buying into your process, your way of thinking, and your ability to simplify their financial lives. When you frame your offering clearly and confidently, clients recognize the difference between what you do and what others offer.

Let Go of Jargon to Build Trust

Instead of trying to impress clients with how much you know, focus on how well you can connect. Use clear, concise, and relatable language. Your goal is not only to manage their wealth but also to simplify their lives and give them peace of mind so they can focus on what matters most.

Want to learn more?
Explore The Blue Square Method by Duncan MacPherson and Chris Jeppesen.
Download Chapter 1 for free at thebluesquaremethod.com
Visit paretosystems.com for more resources.