A few months ago, I reviewed one of my client's Facebook ads, and a few words stood out immediately:
High net worth individuals.
What they meant was “the wealthy.” They wanted to point out that their audience could apply the same financial strategies that only seem to be reserved for rich people.
But their word choice didn't carry the "we're on your side" kind of vibe they were going for.
I don't blame them!
Having worked in the corporate environment, I know how quickly you can get accustomed to the industry lingo. It’s a way of showing that you’re an insider. People take pride in it.
However, in an attempt to sound sophisticated, businesses often lose touch with how their customers actually speak.
They throw fancy words around to prove that they have it all figured out and can be trusted.
But it has the opposite effect: It creates a rift between business and client. And that’s not what you want.
So, stick to terms people actually use when talking to each other.
If the word sounds weird in a sentence spoken out loud, choose a different one.
Would your aunt Linda gossip about the “high net worth individuals” down the street? I doubt it!