“Planning for Your Future” and More Wealth Taglines that Say Nothing

Let’s try something.

Read the follow line to yourself:

“Trusted advice for your financial future.”

Now ask yourself — does that sound like something you or your firm would say?

or...

Does is sound like something that every wealth advisor and wealth management firm would say?

If you have been in wealth management for more than five minutes, you have definitely seen numerous variations of that tagline hundreds (if not thousands) of times. And while it may sound respectable, it suffers from one fatal marketing flaw:

It is completely forgettable.

Put another way, generic taglines like this are the handshake photo of financial copywriting: well-meaning, but completely ineffective.

Five Cliché Wealth Management Tagline Offenders

Here are five overused wealth management taglines and why they fall flat in your wealth management marketing:

• “Your partner in financial success”
  You, your firm and every other advisor on the planet.

• “Helping you achieve your goals”
  Which goals? Whose goals? This tagline is like a GPS that says: “Go somewhere eventually.”

• “Trusted advice, proven results”
  This is a few buzzwords wrapped in a blanket.

• “Wealth planning for life” or “Planning for your future”
  ”It may sound permanent, but it is also a blank canvas with no story behind it.

• “Financial guidance you can count on”
  Try using this tagline for literally any other industry and it becomes immediately apparent: “Plumbing you can count on.” Same vibe. Same weakness.

Why These Wealth Taglines Fail

The issue is not that these kinds of taglines are necessarily wrong. The problem is that they are vague, safe and interchangeable (in addition to being overused). They lack any kind of thoughtful intent whatsoever.

These taglines do nothing to tell a prospective client:

• What makes your approach to wealth management different

• Which clients you serve best

• Why anyone should trust you specifically with their wealth

In other words, these wealth taglines clearly lack any brand strategy behind them. And in a crowded market like wealth management and wealth advisory services, clarity will beat cleverness every time.

What to Say Instead

The good news is that you don’t need to be a clever poet to create something meaningful and effective. You simply need to be specific. You also need to know your unique value proposition, which will guide you. Your tagline should reflect:

• Your unique value (what you really do better than others)

• Your target audience (so it resonates immediately)

• An emotional or tangible benefit (what you will do for your clients or how will they feel)

Here are a few sample general ideas to get you started

Instead of: “Planning for your future,” try:

• “Simplifying complex wealth management for entrepreneurs planning a sale.”

• “Helping healthcare professionals retire with confidence and clarity.”

• “Family-first financial planning, with plain language and total transparency.”

The difference here is that these lines say something specific. They speak to someone in particular. And that someone is far more likely to remember you as a result. This also ties in to why it’s important to identify your ideal client profile as part of your brand strategy, along with your brand voice. This is how it all ties together in all components of your marketing strategy.

What Your Wealth Management Marketing Tagline is Really For

Your tagline is not your brand. But it is often your first impression. It sits beside your logo, on the homepage of your website, in your social media bios and sets the tone for how clients experience your services or your firm.

So, if it reads like it came from a random slogan generator, it is not going to help you. Even worse, it might even hurt you by making you seem generic and uninspired.

Create Compelling Messages or at Least Say Something Real

I help wealth advisors and firms craft taglines and brand messaging that actually connect. No fluff, no filler, no meaningless wealth buzzwords. When I speak about thoughtful intent behind all aspects of marketing, this is what I mean.

Whether you need a full brand refresh or just someone to help you stop sounding like “everyone else,” I am here to help.

Feel free to contact me with any questions you may have or to discuss your business. Let’s create something thoughtful, compelling and worth remembering.

by Mike Belobradic