Financial Advisers - Are You Using Clients' Own Words To Refine Your Marketing?

When it comes to marketing financial planning and advice, using language that truly resonates with clients is crucial.

Clients express their goals, worries and financial dreams in their own words. By transcribing and analysing these conversations, advisers can capture the exact phrases clients use most and weave them into their marketing materials.

This simple approach can make marketing feel personal and relevant, setting your message apart from generic industry jargon.

But this client-centric language isn’t just for marketing - it can also be a powerful tool for training an AI clone of you! Sounds futuristic but bear with me...

Here’s how you can use insights from meeting transcriptions to create more effective, relatable marketing and to develop an AI clone that feels like an authentic extension of your client relationships.

Start with Your Clients’ Own Words

Advisers are increasingly using tools like Fireflies to record and transcribe client meetings, gaining direct insights into the language and sentiments that clients use most.

And tools like Fireflies don’t just capture conversations - they can also identify patterns in language, making it easier to pinpoint what truly matters to clients. Reviewing these transcripts provides advisers with a rare opportunity to listen to clients’ concerns, aspirations and questions in their own words, rather than industry jargon.

As clients describe their goals, advisers can pick up on the phrases they naturally use, like "feeling secure for the future" instead of "financial security" or "providing for my family" instead of "estate planning." Recognising these subtle but important differences allows advisers to reshape their marketing language to better resonate with clients, making content feel more engaging and approachable.

Using these insights, advisers can refine their marketing materials to echo the language that clients relate to most. By swapping out complex terms with client-friendly phrases, marketing content aligns more closely with what clients are actually looking for, showing a deeper understanding of their needs.

This simple shift creates a sense of connection and relevance that can significantly improve client engagement, as clients see their own priorities reflected in your messaging.

Three Ways to Translate Client Language into Your Marketing

Here’s a practical approach to using transcription insights to refine your marketing:

1. Identify Common Themes and Language: By reviewing transcripts, you can spot common themes or recurring phrases clients use when describing their financial goals or concerns. These insights help you adjust your content to align with the topics clients care about most, making your marketing instantly more relevant. The best part is that AI can do this analysis in seconds.
2. Replace Industry Jargon with Client-Friendly Language: Industry terms can sometimes alienate or confuse clients. When you notice clients using simpler language or specific phrases, integrate these into your marketing materials. For example, instead of “wealth management,” try “building a secure future,” if that’s what resonates with your clients.
3. Test Language and Track Engagement Once you start incorporating client-inspired language, monitor the response. Are certain words or phrases generating more engagement on social media, in newsletters or on your website? Tracking these trends can reveal which messages connect best with your target audience, allowing for continuous refinement. This isn't a new idea - A/B testing is a common marketing tool.

Example: How Client Language Shifts Marketing Tone

Instead of saying, “We offer investment planning services,” consider a client-centric phrase such as, “Helping you achieve peace of mind with a secure financial future.” This small shift is impactful because it reflects the underlying values clients express - security, family and peace of mind - helping them feel seen and understood.

Taking It Further: Using Client Language Insights to Train Your AI Clone

The insights gained from transcription don’t stop at marketing. They can be invaluable for training an adviser’s AI clone, creating an automated extension of your business that feels authentic and client-focused.

An AI clone that uses client-inspired language can offer a more engaging, trustworthy experience for prospective clients who interact with it. Here’s how to take your transcription insights and apply them to your AI clone’s training:

1. Embed Client Language into AI Responses: By incorporating the phrases clients commonly use, the AI clone can sound more natural and approachable. This creates a seamless transition between your written marketing and the AI experience, where clients feel they’re engaging with someone who understands their needs.
2. Teach the AI to Recognise Client Emotions and Respond Appropriately: Client transcripts often reveal emotional cues, such as concerns about security or excitement about family planning. Training the AI to recognise and respond to these cues with empathetic, client-friendly language strengthens client relationships from the very first interaction.
3. Ensure Consistency Across Channels When the AI clone is trained with the same language used in your marketing materials, clients experience a consistent and recognisable tone across every touchpoint. This continuity reassures clients that they’re interacting with a business that understands and values their concerns.

The Benefits of Using Client-Centric Language in Both Marketing and AI

Integrating client language into your marketing and AI clone creates a unified, client-focused experience that builds trust and connection. Here’s what advisers stand to gain:

• Improved Engagement: Marketing content that reflects clients’ own words is more likely to catch their attention and spark interaction.
• Improved AI Search Engine Visibility: Websites that incorporate natural client language are more likely to align with search terms used in AI-driven search engines. By reflecting clients' actual language, advisers can improve their site's chances of appearing in search results, reaching prospects who are actively seeking relatable, client-centric advice.
• Enhanced Trust and Loyalty: When clients see familiar language across marketing and automated interactions, they feel valued and understood.
• Greater Efficiency: An AI clone trained with client-inspired language can handle common questions and initial client conversations in a way that feels personal and authentic, freeing up advisers for higher-value interactions.
• Evolving with Client Needs: Regularly updating your AI and marketing language based on new transcript insights ensures that your message stays relevant and reflects the latest client interests and priorities.

By letting clients’ own words shape your approach, you create marketing and AI interactions that feel personal, genuine and valuable. From capturing attention with the right words to nurturing trust through consistency, leveraging transcription insights is a powerful way to connect with clients and enhance your brand’s reach.

Are you considering using an AI Clone in your marketing? How might it enhance the way you connect and engage with clients?