Why Your Marketing Message Isn’t Landing (and How to Fix It)
Every firm has a story to tell — but not every story connects.
If your marketing message isn’t resonating, you’re not alone. In wealth management and wealthtech marketing, where every firm promises trust, transparency, and service, standing out requires more than good intentions. It takes clarity, consistency, and a strategy that ties your story to what your audience actually cares about.
Here’s why your message may be missing the mark — and how to fix it.
1. You’re speaking from your perspective — not your audience’s.
Most firms describe what they do instead of what their clients gain.
That inside-out approach makes your message sound generic and self-focused. True differentiation starts when you translate features into client outcomes.
How to fix it:
Reframe your message around your client’s goals and frustrations.
Replace “we” with “you” wherever possible.
Lead with impact — not process.
When you align your message with your audience’s lens, it immediately feels relevant.
2. Your positioning isn’t clearly defined.
If your firm sounds like everyone else, your message gets lost.
Positioning is the foundation of strong marketing in the wealth-management industry — knowing exactly who you serve, what you deliver, and why it matters. Without it, every campaign feels disconnected.
How to fix it:
Audience: Identify your ideal client or firm profile.
Promise: Define the transformation or outcome you deliver.
Proof: Use tangible results, case studies, or experience to back it up.
Once those elements are clear, your message will naturally differentiate.
3. Your message isn’t consistent across channels.
You might have great copy on your website and a solid sales deck — but if your emails, proposals, and presentations all sound different, your story fragments.
Consistency builds trust. It tells your audience you’re intentional, aligned, and professional.
How to fix it:
Create a messaging framework that outlines your story, tone, and proof points.
Audit your website, pitch decks, and marketing materials against it.
Train your team to communicate in one unified voice.
Consistency turns multiple messages into one cohesive brand experience.
4. Your message is clear… but not compelling.
Clarity is essential — but emotion drives action.
In wealth management marketing, credibility alone isn’t enough. You need to connect how you help with why it matters.
How to fix it:
Bring your message to life with authenticity and proof:
Use real client stories or scenarios.
Highlight the human side of your firm — the people, the passion, the purpose.
Write like you talk.
When your message feels human, it resonates deeper and sticks longer.
The Bottom Line: Clear Story, Strong Strategy
Your marketing message is more than words — it’s your brand’s foundation.
When clarity meets strategy, your message doesn’t just attract attention — it drives engagement and momentum. That’s where the real results start to show.
Need help sharpening your message?
I help RIAs, asset managers, and wealthtech firms define their brand story, align it with business strategy, and execute marketing that moves the business forward.
Contact me to explore how we can bring clarity and consistency to your brand.
