The Words You Use Could Be Costing You Business

For years, I used the same industry language every adviser was trained to use. Words that were handed down from generation to generation, copied from old training manuals, and repeated so often that no one ever stopped to question whether they were actually effective.

But as I grew my business, I started to look deeper. I reviewed the research. I tested my own processes. And I realised something powerful:

The words we use every day play a massive role in whether clients choose to engage with us — or walk away.

Let me give you three examples that can dramatically improve your results.

1. Stop Saying “Appointment” — Use “Meeting”

The word appointment sounds harmless, but research shows that advisers are 17% more likely to have a prospective client cancel an appointment than a meeting.

Why? Because we are conditioned to cancel appointments. Doctors, dentists, opticians… we cancel them all the time. There’s no emotional attachment.

But a meeting feels mutual. It signals importance and shared value. Simply changing this word gives you an immediate advantage.

2. Replace “Referral” With “Personal Introduction” 

There’s nothing wrong with the word referral, but it typically leads to a name and phone number — and if you’re anything like me, you didn’t join this business to make cold calls. 

A personal introduction, however, is a completely different experience.

It gives you:

• the person’s name
• their number
• AND a warm introduction by phone, email, or text

Instead of calling a stranger the next day, you’re entering a conversation with context, trust, and momentum.

3. Stop Running “Review Meetings” — Start Running “Planning Meetings”

Reviews focus on the past:

“What have we done so far?”

And while that has value, it also closes the door on new opportunities.

A planning meeting does the opposite.

It shifts attention toward the future — ambitions, goals, and needs.

And when clients look forward, new business naturally follows.

Small Changes. Big Impact.

We throw words around without thinking. But the moment you start choosing your language intentionally, you create better outcomes for your clients and your business.

These small shifts have helped thousands of advisers increase engagement, reduce cancellations, and generate more warm introductions — and they can do the same for you.

Start with your words. You’ll be amazed at the results.