Seven things to tell you clients — and seven things not to

Seven things to say – and not to say – to your clients
If you want to attract and keep your clients, you messaging is crucial. And that all comes down to what you say, said Frank Luntz, CEO of Luntz Global Partners and speaker at the Inside ETFs 2017 conference Monday.

Don’t say: When it’s time to make a better tomorrow, you can count on us.
Say: You worked hard for your money. It’s time for your money to work hard for you.
“People don’t trust corporations,” Mr. Luntz said. “They trust you individually.”

Don’t say: “We have a wide array of products with one goal in mind: A tomorrow your family should count on should the unexpected happen.
Say: “You deserve security and independence in your retirement. That’s why we deliver the right financial tools, so that you are prepared and protected no matter what the future may begin.”

“What gets you fired?” Mr. Luntz asked. “If they think you are more interested in your profit than their success.”

Don’t say: “The markets are unpredictable, but your retirement planning doesn’t have to be.”
Say: “Our proven investment strategies deliver peace of mind in good markets and bad.”

Investors don’t want anything that sounds set in stone. They want flexibility and peace of mind, Luntz said.

Don’t say, “What are your goals?
Say, “Imagine life in perfection. What does life look and feel like to you?”

You’ll get better, more descriptive answers about what a client really wants.

Don’t say, “We have a customized plan.”
Say, “We have a personalized plan.”

Customized: It’s all about you. Personalized: It’s all about them.

Don’t say, “We can minimize risk.”
Say, “We help you reduce downturns and volatility.”

People are more worried about downturns and volatility than risk.

Don’t say: “We can protect you against risks.”
Say: “We can help you find investment opportunities.”

Focus on achieving the positive, not eliminating the negative.