Investment and wealth management executives like to talk about themselves. Who doesn’t? But this hurts their firms when it’s reflected in their marketing.
What financial advisors say about you vs. me–or we
A group of financial professionals helped me test my belief that talking about “you,” the audience, is more powerful than discussing “me”–or, by extension, “we,” the company that’s marketing to you.
Here’s the question I asked participants in “The Power of You: The Secret of Great Blogs that Boost Your Readership”:
Which introduction do you prefer? Introduction #1 focused on you, the audience or Introduction #2 focused on me, Susan. Explain your choice.
Prior to asking the question, I’d introduced my webinar in two ways. In Introduction #1, I’d discussed the benefits my audience would receive from watching my webinar. In Introduction #2, I described my blogging success and other credentials related to the webinar’s topic.
You may wonder how my two introductions relate to you, if you’re a financial advisor, investment manager, or wealth manager. In my experience, many financial websites – and other marketing pieces – use Introduction #2. They are about “we, the firm,” not “you,” the prospective client.
The results? A knockout by “you”
Respondents unanimously preferred the introduction focused on “you.” Here are some of their comments about why they preferred a focus on “you” over a focus on the speaker.
- When you spoke about yourself, I stopped listening
- You connects with me, lets me know whether it’s useful
- I don’t care about you, but I do care about what I can do to be successful
- “I” sounds pompous
- It’s not about the speaker, it’s about meeting the need of the target audience.
What this means for you
When writing marketing materials or client communications for your firm,
- Use “you” more than “we”
- Communicate in terms of benefits to your readers more than products, services, or characteristics of your firm
- After you write something, ask yourself, “Why will my reader care about this?” If it’s not obvious, then delete or re-write.
Which do you prefer for your company – marketing materials that use “you” or “we”? Why?
Please comment on your opinions.