by Tony Vidler
There are decades of good quality research now which help us understand how people are influenced, and what words or language are most likely to influence them. The words that financial advisers choose to use matter more than ever before if we want people to follow our advice given that professional advice is inevitably presented in written form at some point, resulting in clients going over the words multiple times and potentially interpreting them in different ways.
A lot of sales training in the past has focussed on words of course, but usually at a fairly superficial level. The “power phrase”, the “close”, the “open question” and other such sales techniques focussed upon string a set of words together were all useful to some degree and somewhat effective in raising our conscious choice of the power of language to influence choices, but there is even more ability to influence with the written word. More books and poems are remembered than speeches, right?
A written Statement Of Advice should be expected to be a document which a potential client re-visits several times. Perhaps not the full document, but we could expect the key sections relating to the summary and recommendations to be reviewed several times, and quite possible by several people. If we want people to follow our recommendations it makes sense to choose our words carefully in those areas in particular.
In this weeks Quick Tips video we discuss the power of the words we choose, and use a couple of examples to highlight the difference that they can make in how people consider our advice…
…watch the video to learn more…