Client communications: The language of money
Effective client communication is about more than getting the figures right. Rob Ashton explains how to write financial information in plain English.
Accounting has its own language and is often riddled with jargon that even experienced business people can sometimes find difficult to understand. Even if your clients are financially savvy, it can still be difficult to explain money matters.
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More thinning needed
I'd de-mystify what you have even further
Original:'I herein enclose details of your asset classes for the aforesaid investment, as requested'. Simpler: 'I enclose details of your investments, as requested'. Simplest: 'I'm enclosing that list of your investments that you asked for'.
Original: 'We will decide on our next steps on Monday'. Simpler 'A decision will be made on our next steps on Monday'. Simplest: 'We'll decide what to do on Monday'.
Using vernacular spoken English both on the phone and in print has been our USP for donkey's years. Accountancy isn't unique as a profession in using formality and jargon to justify higher fees. That belongs to an era when the world had implicit respect for professions - we seek to undermine that aura, whilst other firms seem to want to cling on to it.
Developing a USP
For firms that understand the value of developing USPs then Plain English is something they may want to explore. Here are two resources:
1) Plain English Campaign http://www.plainenglish.co.uk/
2) Plain English Software http://www.editorsoftware.com/
Ideas include:
Bob Harper
Portfolio Marketing