How to Market to People Who Don’t Want to Talk About Money

Banker Speaking With CustomersPeople really don’t like talking about money. In fact, a 2018 study by the Capital Group revealed most respondents would rather discuss religion, politics, or even their own marital issues than income, savings, or debt.

That’s fine when you’re avoiding uncomfortable conversations at the Thanksgiving table, but it becomes a problem for your bank when you’re trying to market your financial services. Attracting eyes and ears is hard enough. Getting people to pay attention to something they’d rather turn away from requires a whole new level of dedication.

Fortunately, there are resources at your disposal you can use to show your customers that their finances don’t have to be taboo. Here are some tips to reach a reluctant audience without scaring them away.

Make Finance Easy to Understand

Despite being an integral part of our daily lives, personal finance can seem largely inaccessible to many. This can make banking promotions more frustrating than helpful for customers lacking sufficient financial literacy.

Rather than bombarding your customers with overly-wordy content that is bound to go unopened or ignored, take the time to educate your audience. Engaging your customers requires a common language that doesn’t waste time with industry terms or jargon. Digestible, comprehensive email newsletters will get readers up to speed and make them more responsive to promotional material in the future.

Not only are audiences more likely to read easily accessible content, but they will become more receptive to future messaging as their knowledge base expands. Provide your audience with key skills at no cost today, and they will return the favor tenfold with years of customer loyalty.

Don’t Overwhelm Your Customers

Remember, even after you’ve beaten out other banks, you’re still competing with thousands of other businesses across a multitude of industries for attention. In order to stand out in the waves of marketing materials flooding inboxes every day, you need to prioritize quality over quantity.

Take the time to identify the most important tenets of your value proposition and distribute content accordingly. Ensure your content offers genuine insights, not just promotions.

You can achieve this with simplified language and educational materials, but an even more valuable tool is tailored messaging. By monitoring data to evaluate the level of engagement certain promotions or articles attract from specific recipients, you can fine-tune future content so it is more likely to earn a response. If one of your customers has shown recent interest in the housing market, you wouldn’t send them the same offers you send to a customer who is researching car loans.

Ever-shortening attention spans demand timely, concise, and relevant marketing. Companies that fail to recognize this are doomed to end up in spam folders everywhere.

Build Rapport with Your Audience

Good news – despite their general hesitancy to discuss money, people are still most likely to turn to financial professionals when faced with a significant monetary decision. Still, that doesn’t mean your business can trade on name recognition alone to attract customers.

Customers are naturally more inclined to trust a firm with their savings and investments when they feel connected to it. That means taking the time to cultivate a long-lasting relationship.

The personalized content we’ve already discussed goes a long way in fostering goodwill, but building connections with people also requires a human touch. You can map out data analysis and target messaging like a science, but the writing itself is much more of an art form.

If you want to educate a client, your content should convey patience and understanding. If you’re sharing a fantastic new promotion, mirror that excitement in your words. Striking the proper tone without seeming inauthentic is a challenge when reaching so many customers, so it can be useful to consult a team of professional writers who know your business inside and out.

Talking money can be scary. Reach out to your customers as a teacher and a friend, and banking will enter the conversation sooner than you think.

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