On January 29 of this year, I posted a blog titled 18 Principles of Effective Marketing Messaging.

As a follow-up to that piece, here are the 10 most prevalent marketing messaging mistakes I see advisors making – along with some possible solutions. Committing any one of these mistakes can weaken the effectiveness of your marketing efforts.

1. Failing to Highlight Urgency
   
   MISTAKE: Advisors often fail to create a sense of urgency, which leads prospects to delay taking action.
   
   FIX: Highlight the cost of waiting. Instead of “We can help with retirement planning,” say, “The decisions you make in the next five years will determine how much freedom you’ll have in retirement. Let’s make sure you’re on the right track.”
   
   
2. Focusing on Features Over Benefits
   
   MISTAKE: Advisors often talk about services like “holistic financial planning.” While this might be an important feature, it’s not a direct benefit. Instead, it is your means to achieve a given benefit for your clients.
   
   FIX: Whenever you provide a feature of you or your firm, ask the question, “So what? What does this mean to my clients?” To stick with our example and translate holistic planning into a benefit, you might say, “We provide a holistic planning process. This means we take into account all aspects of our clients’ lives, giving them the confidence that they are on track with their financial goals and won’t have to worry about running out of money in retirement.”
   
   
3. Using Jargon
   
   MISTAKE: Advisors frequently use industry terms like “fiduciary,” “AUM,” or “sequence of returns risk” without explaining them in a way clients understand.
   
   FIX: Simplify your language. Instead of saying, “We optimize your asset allocation,” say, “We help make sure your money grows while keeping your risk at a level you’re comfortable with.”
   
   
4. Being Too Vague
   
   MISTAKE: Advisors often use generic statements like “We help you achieve financial peace of mind” or “We tailor plans to your unique needs” without offering specific details.
   
   FIX: Be concrete. Instead of “We help you retire comfortably,” say, “We create a personalized retirement income plan that ensures you can travel, support your grandchildren, and maintain your lifestyle without worrying about money.”
   
   
5. Lack of Social Proof
   
   MISTAKE: Many advisors don’t leverage testimonials, case studies, or client success stories due to compliance concerns or simply not realizing their impact. But the rules have changed. Now you can use the power of social proof.
   
   FIX: Staying compliant, collect statements from your clients that speak to your process, your team and how they feel better for having worked with you. The more specific the better. Referrals are a form of social proof. Stories or anecdotes you share are also a form of social proof. So, too, is showing photos of real clients on your website, not just clip art.
   
   
6. Inconsistent Messaging
   
   MISTAKE: Saying one thing on your website, another in a webinar, and something different in a face-to-face meeting confuses prospects and erodes trust.
   
   FIX: Develop a clear and consistent core message that you use across all marketing channels. Your website, social media, and conversations should all align with the same key themes. What do you want to be known for? Drive that home. You’ll win more clients, and they’ll become better advocates.
   
   
7. Weak or Missing Call to Action (CTA)
   
   MISTAKE: Many advisors end conversations or emails with something vague like, “Let me know if you’re interested.”
   
   FIX: Be direct and give a clear next step. Instead of “Reach out if you want to talk,” say, “Let’s schedule a free 15-minute call to discuss your top financial concern.”
   
   
8. Trying to Please Everyone
   
   MISTAKE: Many advisors try to appeal to too broad of an audience, using generic messaging that doesn’t speak to any particular niche.
   
   FIX: Specialize. Instead of saying, “I help individuals and families with financial planning,” say, “I help successful corporate executives minimize taxes and maximize stock options in retirement.” Generally speaking, the narrower the better.
   
   
9. Ignoring Emotional Triggers
   
   MISTAKE: Financial decisions are deeply emotional, yet many advisors rely too much on numbers and logic without addressing underlying fears or desires.
   
   FIX: Speak to emotions. Instead of “Our investment strategy is based on historical market trends,” say, “We help you feel confident that your family’s future is secure, no matter what happens in the markets.”
   
   
10. Being Too Generic
    
    MISTAKE: Saying “We provide personalized financial advice” is so vague that it fails to capture attention.
    
    FIX: Be specific. Instead of “I help clients achieve their goals,” say, “I help physicians reduce taxes and retire early with a solid financial plan.”
    
    
    Don’t forget ALL of our resources – many of them free – are waiting for you at www.ReferralCoach.com/resources.

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