Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.

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.

The no-nos

#1 Unique

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.”

#3 Performed

Unless you’re referring to the Academy Awards, forget about even alluding to performance.

#4 Guarantee

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.”