1. Clear aims
Good client literature is designed with clear aims in mind, says Brown. “It will include a snappy summary of the key message you want end clients to take away on reading it.
“Also, make it explicit upfront what action, if any, you want the consumer to take. This will help clients to use the information as intended to help them make good decisions that will support their financial objectives.”
2. Engaging design
Design in a way that encourages consumers to engage with the content, making an effort to avoid a ‘sea of text’ wherever possible. Use of creative, modern design, with helpful visuals will both draw clients in and support understanding.
3. Plain English
“No jargon please,” says Brown. “Or at least keep it to a minimum, explaining key terms within the main information text.
“Use simple, plain English as a preference. The best literature keeps it simple, with information layered, leading with the key points, and splitting up complex information into sections.”
Some worry that ‘dumbing it down’ could come across as patronising, Brown says, but she thinks this fear is exaggerated.
“Short, clear descriptions of product information will go a long way in aiding understanding for all. It will also reduce the burden, and even embarrassment, that clients can feel trying to wade through pages of information they’re struggling to grasp.”
4. Consider the end client
Literature may serve multiple audiences, but it is worth considering who the end client is really likely to be. How can you show them why it is relevant information for them?
Good literature is designed to support understanding of the widest target market audience, but with thought given to potential vulnerable customers.
5. Give information at the right time
The FCA is clear that information should be given to consumers at the right time, says Brown. “This means it’s essential for platforms and advisers to consider the entire end to end client journey, seeing all communications as part of this journey, rather than standalone.
“Dense content and complexity can be broken up and shared with clients in a logical sequence. Link to further information and a glossary, as helpful. Also provide a choice of channels, where possible."
Finally, Brown suggests signposting to customer support and/or offering to talk information through. “Many clients value having both written content and help as needed to explain it and contextualise it for them.”
Chloe Cheung is a senior features writer at FT Adviser
