The right tone can be the difference between enthusiastic engagement and utter disinterest.
A formal communication style may earn you authority and respect. But if your audience is time-strapped, financially anxious, or simply not familiar with industry jargon, that approach may work against you. Worse, it might discourage action. An audience that views retirement planning as a chore may be far more responsive to an encouraging, conversational, or even entertaining tone than to language that feels impersonal or scholastic.
Empathy is what makes your guidance actionable.
Communication preferences vary widely across different client demographics.
- A younger, digital-native audience may expect casual phrasing, visual storytelling, engaging or humanizing quips, and shorter messages—delivered quickly.
- Older clients may appreciate a slower pace, more detailed explanations, and language that evokes stability and trust.
- Business owners might want straightforward, bottom-line language that emphasizes outcomes and ROI.
- First-time savers may need reassurance and plainspoken encouragement to feel comfortable.
Meet them where they are, whether or not it matches your personal style. Empathy is what makes your guidance actionable.
Explore This Idea In Action
We’ve created two versions of an original video about Super Catch-up contributions for our participant series, Plan to Get There.
Watch Version A and Version B. One uses slightly more professional, advisorly language and puts extra focus on terminology; the other employs more plain speech and modest comic relief. Take a moment to consider how they did—or didn’t—impact how the information felt.
Version A:
Version B:
Then, answer this quick poll about your thoughts!
About Plan to Get There
Curious about the above videos? They’re an original episode from our video series Plan to Get There, purpose-built to help engage and educate retirement plan participants. They can be branded with your unique logo and brand colors, and can help you tackle the complex investing, administration, and financial wellness topics that often challenge typical savers.
