Too many fail to master the meaning of words and how to use them, costing clients, revenues, study says
RIAs and financial firms are losing out on sales, because they’ve forgotten how to shoot straight, according to a report published by the Dublin content analytics software firm VisibleThread; and as analysts weigh in, it’s clear the problem extends throughout the financial industry.
“When I use a word,” Humpty Dumpty said in a rather scornful tone, “it means just what I choose it to mean–neither more, nor less.”
Advisors and financial firms in general need to take a lesson from Lewis Carroll’s character.
They’ve forgotten — if they ever understood — how to talk to anyone but themselves. The glaring shortcoming is reflected in websites, marketing materials and other communications, rife with hollow words like “holistic,” “empowerment” and “transparent,” according to an under-the-radar reporiaaaart. See: We’re better than this: The 10 words and expressions that should be expunged from the RIA business