Ever tried to understand a financial expert and felt like you needed a translator? Ever space out when a bank’s commercial gets to the disclosure section? I’m right there with you. After more than a decade in bank marketing, you would think I would snuggly wear the hat of an expert, but I’ve been dodging that hat like it’s a tax audit… on purpose.
I’ve spent years watching my industry peers pump out brochures and brochure websites and ad campaigns filled to the brim with financial jargon that could make even a seasoned linguist sweat. But really, who are these for?
I’ve concluded that while the industry loves its products and services, what people really need are solutions. With that in mind, I always try to avoid the traditional bank marketing path and focus on what matters: making financial services understandable and accessible. Expecting the average Joe to grasp the intricacies of, say, sustainable investment strategies and automated fund transfer fee structures is like expecting a stray raccoon to do my taxes.
Financial marketing often feels like a contest to see who can use the most convoluted language to describe the simplest products. If we ever plan to remedy that problem, it starts with speaking in a language that everyone can understand.
Instead of bombarding customers with the latest banking “innovations” – draped in perplexing technical details – I ask myself, “Does this solve a real problem?” If I can’t explain it without using doctorate-thesis-worthy writing, it’s back to the drawing board. It’s about connecting with people, not baffling them.
Let’s be honest, financial jargon can be intimidating. But when you strip away the technical terms and speak in a language that people can relate to, suddenly, everything becomes clear.
Imagine chatting about financial products over coffee, daydreaming about future vacations or peaceful retirements by the lake. Our focus should be on how our services fit into those dreams, not drowning them in technical mumbo-jumbo.
Step into your customers’ shoes and see your business from their vantage point. This outside perspective can spotlight marketing blind spots that aren’t obvious from the inside. By understanding what truly matters to your customers, you can tailor your marketing strategies to resonate more deeply, making your offerings more compelling and relevant.
At the end of the day, every business exists to serve its customers. This means understanding and addressing their needs should be a top priority. This means zeroing in on their needs and how your products or services can make their lives easier. This approach not only draws in new customers but also builds loyalty among the ones you have.
By keeping our communications straightforward and real, I’ve found that customers aren’t just more engaged; they trust us more. They don’t necessarily want to know every detail about the product. They want to be assured that what we offer will help them reach their personal milestones.
Marketing shouldn’t feel like a lecture. It should be a dialogue, where we talk about real issues and offer tangible solutions. So, let’s ditch the complex, overly detailed list of services and start having genuine conversations. After all, our job isn’t to sell products; it’s to help people navigate their lives a bit more smoothly.
And because of this, I’d much rather be known as a trusted resource than a simple banker. I don’t want to craft marketing content simply from the banker’s perspective. Also, I don’t math good. So, there’s that.
