Judging an industry by its words: the impact of language on the public’s perception of the insurance and financial services industries

Based on Jeff Heasman’s experience of editing insurance documents and delivering communication skills courses to financial services professionals across the world, this thought-provoking seminar looks at how language has a significant impact on consumer behaviour and the public’s perception of the insurance and financial services industries. Actual examples of language commonly used will be
critically analysed with recommendations for communication strategies to create a positive impression with customers throughout their journey and so retain customers or win new business.

By the end of the session participants will be able to:

• recognise the impact that language has on consumer behaviour.
• understand the need to have a strategy for communication that adapts to consumer behaviour.
• assess the importance of using different styles of language at different stages of the customer journey, to reassure, influence and persuade, as well as retain and win new business.