by Tony Vidler
Advice should, almost by definition, be “practical”. Your advice services should be practical in that can be applied in the real world to achieve real differences, and any advice in any of your areas of expertise should be a clear course of action that a client can use to achieve a specific outcome.
So why don’t we describe our advice services that way then?
Consumers often struggle to understand what we can achieve for them (or help them achieve), and that is largely because we describe our services poorly. Not just being too technical or jargon orientated – although is all too often the case – but we often fail describe what it is we do in a way that helps them understand the outcome they can achieve with good advice.
If we want more consumers to engage with the advice services and with our areas of expertise then we need to begin describing these things in a manner which helps them understand what the end result of good advice is. It needs to be described in a way which delivers a practical benefit.
In this weeks quick tips video talks through some examples of typical financial services described in a meaningful way to an average consumer……