Still using these phrases in your advisor marketing? Here’s what to do instead

As a financial advisor, how you communicate can be just as important as what you offer.

Your marketing language plays a crucial role in building trust, establishing credibility and ultimately attracting new clients. 

Yet, many financial advisors and wealth managers fall into the trap of using outdated, generic phrases that no longer resonate with today’s sophisticated clients. If you’re still relying on cliché marketing language, it’s time to rethink your approach to financial advisor marketing.

Marketing in our industry requires precision, authenticity and relevance. Prospective clients want to see beyond broad claims and hear clear, specific benefits that align with their financial goals and concerns. Generic phrases like “trusted advisor” or “comprehensive solutions” may have been effective in the past, but today’s clients expect more transparent and personalized messaging.

“In a crowded marketplace, words must do more than describe services; they must move people to feel something and act,” says Leigh White, founder of Myriad Advisor Solutions, which serves financial professionals operating in the independent and RIA space.

In this article, we’ll explore common phrases that financial advisors should stop using in their marketing and suggest fresh, effective alternatives to help you stand out in a crowded marketplace.

Outdated marketing phrases hurt financial advisor marketing

One of the most overused phrases in financial advisor marketing is “trusted advisor.” While trust is undoubtedly critical in wealth management, simply stating it doesn’t convince anyone. Without concrete evidence or proof points, this phrase sounds like empty marketing speak. 

Instead, focus on demonstrating trust through client testimonials, case studies, or credentials. For example, rather than saying “We are trusted advisors,” say something like, “Over 95% of our clients renew their advisory services year after year, citing personalized strategies and transparent communication.” 

“One of the most compelling ways for advisors to describe the work they do is through case studies on their website’s home page,” says April Rudin, founder and CEO of the Rudin Group, a financial services marketing consultancy and the co-author of the upcoming book, Wealth Management With a Difference: Your Guide to Achieving Client, Generational, and Business Success. “People can find themselves in those case studies.”

“Case studies are underleveraged and need to be leveraged more,” says Megan Carpenter, CEO of Ficomm Partners, a marketing firm that focuses on financial advisory and wealth management firms. Carpenter is also a fan of “very easy-to-find client testimonials” on firms’ websites. “Consumers expect to read reviews, and they want to read reviews of their advisors and testimonials about their advisors. That goes a long way today towards building trust with consumers.”

This shifts the focus from a vague claim to a measurable outcome, making your marketing more compelling and credible.

Replace “comprehensive financial solutions” with specific benefits

Another phrase frequently misused in marketing and wealth management is “comprehensive financial solutions.” This phrase is vague and doesn’t convey what you offer or how it benefits your clients. 

“The words are safe, but they are also forgettable,” says White. “The right words create urgency, build connection and inspire confidence. The wrong words blend into the background noise.”

Wealth management is a complex field, and your audience needs to understand exactly what problems you solve. Instead of generic language, be specific about your expertise and how it addresses client needs. 

For example, replace “comprehensive financial solutions” with “tailored retirement planning and tax-efficient investment strategies designed to maximize your long-term wealth.” Specificity not only improves clarity but also aligns your messaging with the key concerns your target clients have.

“You need to be speaking the language of your target audience,” says Ali McCarthy, founder of Amplify Your Voice Studio, which provides marketing and training solutions to financial services. “You have to deeply understand what motivates them, their strengths, their weaknesses, their opportunities – all those things that make up their financial lifestyle. There's no harm in an advisor claiming to be a fiduciary, but what does that mean to a tech executive? What does that mean to a first responder? Now explain what that means to that person.”

Avoid vague buzzwords like “industry-leading”

In financial advisor marketing, the phrase “industry-leading” has become overused and often loses its meaning. Many firms claim to be “industry-leading,” but without evidence, such statements come across as empty marketing jargon. Today’s clients want proof, not vague superlatives.

Instead, focus on highlighting real differentiators that set you apart. For example, instead of saying, “We offer industry-leading wealth management,” try, “Our proprietary risk assessment model has helped clients reduce portfolio volatility by 15% during market downturns.” This data-driven statement provides tangible value and demonstrates your expertise, building trust and credibility with prospective clients.

Shifting from vague buzzwords to specific, measurable results is essential for effective financial advisor marketing. It shows you deliver tangible outcomes, positioning your firm as a true leader in wealth management.

“Core messages should be clear and use authentic language that is grounded in client outcomes, and, when working to attract a niche clientele, hyper-relevant,” says Marie Swift, founder and CEO of Impact Communications, a full-service marketing communications firm serving independent financial advisors, wealthtech innovators, and allied financial services institutions.

For example, says Swift, a financial advisor could tell a prospect, “‘I help busy families figure out how to save for the things that matter like college, a comfortable retirement or even just an extra family vacation each year,” and then elaborate with an example: “I recently showed a couple how to pay off their credit cards faster while still putting away money for their daughter’s future college costs.’”

Show how your technology benefits clients

Similarly, “cutting-edge technology” is often used in marketing to impress potential clients. However, this term has become generic and can feel disconnected from what clients genuinely care about – the tangible benefits that technology brings to their financial lives. 

Simply stating that you use “cutting-edge technology” doesn’t explain how it improves their experience or investment outcomes, which is ultimately what matters most. Clients want to understand how technology will make managing their wealth easier, safer or more effective. 

Instead of relying on buzzwords, focus your messaging on the specific ways your tools enhance client results. For example, instead of just saying, “We use cutting-edge technology,” say, “Our advanced portfolio analytics platform provides real-time insights, empowering you to make informed decisions with confidence.” This type of statement directly connects the technology to the client’s needs and goals.

By demonstrating how your technology serves your clients, you create a stronger, more relatable message. This approach not only builds trust but also differentiates your practice in the competitive landscape of wealth management marketing.

Demonstrate client-centric commitment and uphold clear standards

Phrases like “client-centric approach” and “quality guaranteed” have become overused and often lack the impact needed to truly differentiate your practice. While being client-focused and promising quality are essential, simply stating these commitments without showing how you deliver on them can come across as empty marketing jargon.

Instead of relying on vague claims, demonstrate your dedication with concrete examples and clear standards. For instance, you might say, “Each client receives a dedicated advisor and a personalized financial roadmap reviewed quarterly to adapt to changing goals and market conditions.” This shows a hands-on, ongoing commitment that resonates deeply with prospective clients seeking personalized service.

Similarly, rather than using broad guarantees like “quality guaranteed,” highlight the specific ethical standards your firm upholds. Saying, “Our advisory team adheres to the fiduciary standard, ensuring your interests always come first,” communicates a powerful promise grounded in trust and responsibility. This kind of transparency reassures clients that your firm is reliable and aligned with their best interests.

By combining tangible examples of client-focused service with clear ethical standards, your marketing message becomes authentic and trustworthy. This approach not only builds confidence but also sets your practice apart in the competitive landscape of wealth management.

Refresh your marketing language by connecting emotionally

Beyond focusing on the client’s perspective, effective marketing in wealth management also taps into emotional triggers. Financial decisions are rarely made on logic alone – they’re driven by feelings such as security, confidence, and peace of mind. Incorporating phrases like “Experience the confidence that comes with a personalized investment strategy” or “Gain peace of mind knowing your wealth is protected for future generations” connects with these emotions and motivates prospects to take action.

“Financial decisions are deeply personal,” says White. “Words that evoke security, legacy, freedom or peace of mind resonate more than technical terms. For example, ‘Protecting your family’s tomorrow’ is far more powerful than ‘asset allocation and risk management.’ “

By combining client-centered language with emotional appeal, your marketing becomes more relatable and persuasive, helping you build trust and deepen engagement with potential clients.

Use power words to keep your marketing clear and simple

Power words are a tool to boost the effectiveness of your wealth management marketing. Terms like “proven,” “exclusive,” “trusted,” and “secure” convey a sense of reliability and urgency, encouraging potential clients to take action. For example, saying, “Join our exclusive group of clients who have achieved a 20% average portfolio growth over the past five years” is far more compelling than a generic statement like, “We have good returns.”

At the same time, it’s crucial to keep your marketing language clear and straightforward. Avoid using overly technical terms that can confuse or alienate clients, especially when discussing complex financial topics. Instead, explain concepts in plain English and focus on the benefits that matter most to your audience. This clarity not only enhances engagement but also fosters trust, which is crucial for effective financial advisor marketing.

“The most effective marketing language is human, specific and emotionally resonant,” says Danielle White, CEO of Myriad Advisor Solutions and Leigh White’s daughter. “We encourage advisors to speak directly to the outcomes their clients care about, not just the services they offer, using phrases like: ‘Retire with confidence and clarity,’ and ‘Build a legacy your family will be proud of.’ “

By combining persuasive power words with straightforward communication, you create marketing that resonates and motivates clients to choose your services.

SEO strategies for financial advisor marketing

SEO plays a vital role in all marketing strategies. Using fresh, client-relevant phrases and keywords helps your website and content rank higher on search engines, attracting more qualified leads. 

Incorporate targeted keywords, such as “financial advisor marketing,” “marketing in wealth management,” “wealth management strategies” and “financial planning services,” naturally throughout your content. Utilize these keywords in headings, meta descriptions and blog posts to enhance your online visibility.

In addition to keyword usage, aim to create content that answers your clients’ common questions and pain points. Educational articles, case studies and how-to guides on topics such as retirement planning, tax strategies or investment diversification help establish your authority and provide SEO benefits.

“Write for humans and search engines: Clear, conversational language improves both clients’ trust and AEO performance,” says Danielle White, referring to Answer Engine Optimization, an updated term for SEO that incorporates answers from AI in addition to traditional search engines. “Clients don’t search for ‘holistic financial planning.’ They search for things like ‘How much do I need to retire at 60?’ and ‘Best ways to save for college.’ “

Upgrade your marketing language for success

Ultimately, your marketing language should reflect the professionalism, expertise and personalized service that define your wealth management practice. If you’re still using generic, outdated marketing phrases, it’s time to evolve your messaging to meet the expectations of today’s discerning investors.

Start by reviewing your current marketing materials – website copy, email campaigns, social media posts – and replace tired clichés with specific, client-focused statements. Highlight your unique strengths with evidence and real-world results. Speak directly to your audience’s needs and emotions using clear, simple language. Don’t forget to optimize your content with relevant keywords to enhance your online presence.

“If your language is too general, it appeals to no one,” says Rudin. 

“Avoid cliches. Describe what clients actually experience working with the firm, not what the advisor does. Focus on the potential outcomes and benefits of working together,” says Marie Swift.

In a competitive financial advisory landscape, words matter. The correct language not only attracts clients but also builds lasting relationships based on trust and value. By upgrading your marketing language and strategy, you’ll position your firm as a leader in wealth management and set yourself apart from the crowd.

And don’t forget to update your marketing materials regularly. “Update your website and photos every two years or so, and be authentic,” says Rudin.