FROM THE BLOG

The clarity of your messaging truly defines its power. It’s not enough for your message to be received; it must also be quickly understood.

Case in point: I was recently at a wholesale club. Printed on the packaging of one of the items I purchased – dental floss – was the claim: “Over 1000 Uses.”

Over 1,000 uses? Wait a minute. Dental floss has over 1,000 uses?!

My mind immediately started racing. I couldn’t stop thinking. I couldn’t stop laughing. All these years, I’ve only been flossing my teeth. Had I been wasting the true power of this standard household item? Was twine at my house about to become a thing of the past?

I could think of a few uses for dental floss but was compelled to find 1,000. What source would know this? A-ha! I turned to an AI search. The results were impressive at first glance with categories – categories! – for uses neatly tied to around the house, quick fixes and repairs, garden and outdoor uses, and tools and miscellaneous. There was even a tip for when to use unwaxed versus waxed dental floss! And yet, after reviewing the list, there were only about a dozen actual uses. Even if I doubled them – and added flossing teeth itself – I still came up short. Way short. Like, 975 ways short.

Clearly, “Over 1,000 Uses” didn’t mean what it appeared to mean. It was never intended to be over 1,000 different uses.

A small footnote on the packaging solved the mystery: “Over 1,000 uses based on 18 inches of floss per use.” That single footnote completely changed the meaning of the message – and demonstrates how easily interpretation can interfere with your message when clarity is missing.

And this is exactly how unclear messaging can land with clients. The words may be technically accurate, but if the meaning isn’t immediately obvious, confusion creeps in. And confusion rarely builds confidence. If a client has to interpret the message, is it really clear?

Which brings us to the real lesson.

When it comes to the important role financial advisors play in their clients’ lives, clarity isn’t optional – it’s essential. Clients should clearly understand what you offer, how you deliver value, and what truly sets your practice apart. Terms like “comprehensive,” “holistic,” or “gold standard experience” truly resonate when they’re backed by clear, specific meaning.

Clarity builds trust. And trust is where strong client relationships begin.

Stay tuned for my next blog when I reveal whether the dental floss with over 1,000 uses actually lasted for nearly three years of daily use in my house…

Always with a smile,

Kim Coburn Utz
Director of Advisor Services

Posted by Prospera Financial