Six Words that Drive Compliance Crazy
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The last thing you want is to become “that advisor.” Once you get put in the compliance department’s doghouse, you are not going to get out anytime soon! This is especially true for wirehouse reps.
Here are six phrases to avoid using in your marketing copy if you want your chief compliance officer to like you.
As I’ve said before in other articles, the advisory industry has become so commoditized that very few firms are doing anything special. You’ll only annoy compliance by calling anything you do “unique” because that it’s an exaggeration.
Use terms such as “distinct” or “we have been distinguished by” because this phrase is far less absolute.
#2 Best (Better)
In addition to hating hyperbole, compliance loathes any superlative terminology. Forget about calling anything “better” or ”best” and take it down a level to “good,” “successful” or “suitable.”
Unless you’re referring to the Academy Awards, forget about even alluding to performance.
No need to explain. Remember that compliance hates any absolute terms. Use a more wishy-washy phrase such as “may be,” “we believe that,” “we expect” or “is likely to be.”