We live in an age of information overload, where the challenge is not to access or distribute information, but to attract attention. Against this backdrop, clarity has become a seemingly rare commodity.

Financial advisors know that earning clients' trust is vital, but too often, their value is hidden beneath layers of jargon and complexity. Marketers can be just as guilty of this, promoting potentially transformative solutions with lofty language that ultimately falls flat. The result? Great deals obscured by poor messaging.

We've all seen press releases and marketing materials that seem to prioritize complex words over clarity and substance. Consider a typical vendor announcement that touts an “integrated suite of solutions leveraging proprietary AI” or a “state-of-the-art digital transformation platform” without clearly detailing how these solutions help advisors achieve better results. Similarly, when an advisor discusses “multi-asset class strategies for risk-adjusted returns” without explaining what that means for a client's financial future, the message can seem hollow and disconnected. These types of communications are, in essence, all glitz and no substance.

So how can financial advisors and salespeople alike ensure their messages resonate with the right audience? Here are some recommendations to consider:

Prioritize simplicity and clarity

Instead of using industry jargon or overly technical language, focus on straightforward explanations that highlight how your services benefit customers in practical terms. Ask yourself, “Would a potential customer immediately recognize the core benefit of this?” If the answer is no, it's time to reconsider. The aim is not to sound sophisticated – but to be understood.

For example, instead of saying, “Our data aggregation tool uses an advanced machine learning algorithm to synthesize information across multiple channels,” consider, “Our tool consolidates data from different accounts, giving you a complete picture of your client's financial picture”. This type of language makes it easier for your audience to understand your value and see how it directly supports their needs.

Drive on value, not features

Simplifying your language is the first step, but it's not enough if the focus remains on features rather than results. After all, customers don't buy features – they buy solutions to their problems. Reframe your messaging from a list of product attributes to precisely how those attributes address specific challenges or meet customer needs. This transition from “what is” to “why does it matter” is essential to connecting on a deeper level.

For example, a platform's “AI-Driven Market Analysis” doesn't mean much unless it's tailored in a way that demonstrates how it helps advisors make more informed investment decisions. For advisors, rather than simply discussing “dynamic cash flow modeling,” it's more effective to emphasize how this service enables clients to visualize how various financial decisions — like buying a second home or adjusting retirement contributions – can affect their financial future. The key is to always make sure your messages answer the all-important question: “How does this help me?”

Avoid the overload trap

More is not always better. When you try to say everything, nothing stands out. Press releases are a prime example of how too much detail can alienate your audience. Journalists, like customers, want clear and concise information. If your post is too long or filled with technical language, it's unlikely to get their attention. Journalists receive dozens of publications and pitches every day, and if they can't get your story quickly, they'll move on to the next one.

To attract interest, keep your messaging focused on a few core benefits that set your offering apart. Adaptation doesn't mean you're disappointed – it's delivering a thoughtful, compelling message that catches the eye and invites further engagement.

Test your messages internally

Before you go public with your big announcement, test your messaging internally. Share it with a colleague or someone outside your immediate team—ideally someone in a completely different job function—and ask them to summarize it in their own words. If they can capture the essence succinctly, you're on the right track. If not, it's time to upgrade.

The clearer your message, the easier it is for your audience to engage. By delivering concise, value-driven messaging, financial advisors and their partners can build trust and credibility, whether speaking to clients or the media. Make your story direct and relatable and you'll position yourself as a trusted voice that customers and reporters want to hear from. In an industry where trust is currency, the clarity of your message can be the differentiator that sets you apart from the competition.

Emma Smith is a partner at StreetCred PRa public relations agency focused on the financial services sector.