Boost Credibility Through Effective Writing
Client communication is your main tool for establishing credibility and winning client trust. After all, clients are interested in two things: future returns, which are outside their control, and trust – which is entirely under your control.
In fact, research shows that trust built over time matters as much or more to investment clients than performance does. This Chestnut Advisory Group study showed that, for financial firms, trust built through investor education exceeded the impact of performance in gaining and keeping clients – a finding explained by noted leadership researchers James Kouzes and Barry Posner in this interview about why a feeling of connection is as important as accurate information in establishing trust.
Building credibility depends not just on what you say, but on how you say it. Clients need to feel that you are honest, knowledgeable, forward-looking and upbeat.
When we work with investment firms on their communication strategies, we focus on voice as well as content. To optimize trust, your client communications should show:
- Consistency – emphasize core principles in good times and bad.
- Credibility – explain context as well as results clearly and concisely.
- Character – too-formal language can be hard for clients to connect with. Don’t be afraid to show some personality.
For more insight on how you can boost your credibility through effective communications, click on the Contact Us button below.