Financial firms love a good buzzword, ideally three of them, stacked in a row, with greatest hits including:
“Client-first approach”
“Innovative solutions”
“Global perspective”
It’s like Mad Libs for grownups in navy suits. Everyone sounds the same, and no one stands out.
The problem isn’t that the words are wrong. It’s that they could belong to any firm – from a $10B asset manager to a two-person startup with a logo and a dream.
In a risk-averse industry, “safe” language becomes the default. But safe often turns into bland. And bland doesn’t build trust, win clients, or drive growth.
So how do you actually sound like yourself and not like 40 of your closest competitors?
Here are a couple of quick fixes.
Forget What’s on the Last 12 RFPs
The best copy usually comes from the way your clients speak, so adopt their language.
Generic: “Helping clients navigate today’s market challenges.”
Better: “Our clients don’t want another ‘quarterly macro-outlook.’ They want someone who can cut through the noise and tell them what actually matters.”
That second line tells clients, we get you – and we speak your language.
Be Painfully Specific
If your message could live on any other firm’s site, it’s not doing its job.
Generic: “We offer customized investment strategies.”
Better: “We build private credit strategies for lower-middle-market sponsors overlooked by traditional lenders.”
Generic doesn’t get remembered. Specific does.
Show the Receipts
Adjectives are cheap. Evidence is priceless.
Generic: “Trusted by institutions.”
Better: “We manage $4B+ across 14 long-term mandates – some dating back a decade.”
Numbers and outcomes beat “trusted” every time.
Ditch the Corporate-ese
“Solutions that meet evolving needs” sounds like a refrigerator manual. Say what you actually do – in plain, human language.
Make Your Voice Consistent
Your website, pitch deck, press releases, and leadership bios should sound like they came from the same brain, not five different departments fighting for airtime.
Final Thought
Distinct messaging isn’t about being clever. It’s about sounding like you, not like the committee-approved version of every other firm.
In a world of “innovative, client-first solutions,” the firms that stand out are the ones that drop the buzzwords and get real.
Say what matters. Say it clearly. And say it like only your firm can.
Want a quick read on how your message is landing? Let’s talk.
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