Drop ‘trusted partner’: 3 ways advisors ditch jargon

Financial advisors commonly use stock phrases such as “trusted partner” and “holistic approach” in marketing. Jeff Feazell, principal at Authentic Advisor Video, recommends three techniques to replace generic language with an advisor’s natural voice.

Feazell traces the habit to industry practices. He notes that compliance training and common marketing norms favor broad, non-specific claims because they are less likely to be flagged. He argues that using an advisor’s own words and client stories can be clearer for prospects and more defensible in compliance reviews.

The first technique is to ask clients how they describe the advisor. Feazell recommends reading online reviews, watching client testimonials and asking clients directly why they stay. He advises writing down exact phrases from clients and using those lines in articles, videos and website content.

The second technique is the voice memo test. Record a three-minute, unrehearsed explanation of what you do and then transcribe it. Feazell says spontaneous speech reveals natural idioms and anecdotes while exposing industry clichés.

The third technique is the strike-through method. Cross out any sentence on your website that another advisor could say word for word. The remaining sentences show specific stories, mannerisms and perspectives that can form the basis of new copy.

Feazell recounts a video project with an experienced advisor he calls “Paul.” When asked to describe his practice, the advisor said, “I take a comprehensive, holistic approach to helping clients achieve financial peace of mind.” Feazell states that the answer masked the advisor’s personal voice and that a friendlike prompt would likely have produced a different description.

Feazell says when marketing reflects an advisor’s everyday language, prospects arrive at initial meetings already familiar with the advisor’s communication style. He also says aligning public messages with private behavior reduces the pressure to perform a marketing-created persona.

Feazell runs Authentic Advisor Video and leads content sessions that use conversational prompts to elicit client stories and everyday phrases for videos, articles and websites.