Focus on benefits, not features, in your marketing

Focusing on the benefits your clients will receive from your financial services is much more effective than touting your firm’s features. In other words, focus on you, the client–not us, the firm.

I found a great example of this when I looked for gyms near me.

Gym 1 said, “Gym 1 is a premiere fitness, athletics, and rehabilitation facility that features the highest caliber trainers, equipment…”

Sounds impressive, doesn’t it? But does it get you excited about joining a gym?

Now read the beginning of Gym 2’s ad. 
     We’ve helped our members: 
     -fit into their clothes 
     -make their exes jealous
     -look amazing at their wedding

Sure, some people would opt for Gym 1 over Gym 2. But clearly Gym 2 makes more of an emotional connection with the reader.

You can find similar contrasts in wealth management.

For example, one firm says, “Our company has been in business for 60 years.” Prospective clients may read that statement and ask “So what? Why should I care?”

They might re-word that as “Your money will be managed by a firm that has weathered up-markets and down-markets for 60 years.”

A reader of this blog post suggested a nice alternative: “If you’re like most of our clients, you’ve spent a long time building your success. We’ve been assisting people like you make informed decisions to protect that success for more than 40 years.”

Note: I updated and fixed the spacing on this post in Jan. 2017.

Image courtesy of Stuart Miles at

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