About a year ago, I met someone who doesn’t dread tax season (yes, really). Joe Myer, an independent financial advisor and owner of Courser Capital, actually thrives in all things finance. But what surprised him recently had nothing to do with numbers—and everything to do with perception.
Joe hired us to create a few videos to help prospective clients get to know him better. One of those featured testimonials from existing clients, sharing their experience of working with him.
Here’s the twist: some of what they said was factually wrong.
For example, several clients said they chose Joe despite his high fees—because they believed the results were worth it. Joe was floored. He doesn’t charge more than most advisors—in fact, his fees are lower, and he tends to earn clients more over time.
That moment sparked a realization: if even his most loyal clients misunderstood key parts of his business, what else might they be missing? What else might he be missing in the way he communicates?
That got me thinking: how often do we assume our audiences—whether clients, donors, members, or even family—understand what we do, how we do it, and why it matters?
If you’re part of a nonprofit or association, or you run a mission-driven business or foundation, here are a few questions to ask yourself:
What might your audiences be getting wrong?
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- What do your supporters think they know about your mission, but might not fully understand?
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- Are there common myths about your services, costs, or impact?
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- If your beneficiaries or members were to describe you on camera, what would they say—and would it be accurate?
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- When was the last time you asked them?
Understanding these gaps isn’t just about correcting misinformation—it’s a powerful opportunity to strengthen trust, clarify your value, and inspire deeper connection.
Need help ensuring your clients understand your mission? Contact us today – we’d love to help!
