When you fill your marketing and website with perfectly created marketing phrases and pictures of models strolling past ocean waves, it’s certainly aesthetically pleasing. Butin order to compel people to read your materials and find out more about your firm, your message must sound authentic. Marketing today should be as authentic as you are. Don’t talk AT your audience with pushy messaging. Talk TO them.

The words you use should be the words your clients and prospects would use to describe their challenges, solutions and benefits. Not perfect words and perfect pictures. People want to work with someone they are comfortable with, someone they can trust. Clients don’t typically say things like, “I don’t want to outlive my assets.” They say, “I don’t want to run out of money.”

In sales, less of the pitch and more of the informal conversational approach has proven to be successful. And that’s what we need more of today.  If you want to upgrade your words in your marketing, download our free Messaging Worksheet and begin finding better words to describe your uniqueness.

We are attracted to real, authentic marketing and portrayals of what you do and who you are. So, take out the perfect-ness to your marketing and replace it with you. Create a blog with your words, create a video, use real photos. Show them the real you. You may be surprised at how much more compelling and attractive to prospects you are – without the filler of marketing fluff.