How can you communicate Treasury product benefits to stakeholders?

1 Know your audience

Before you start writing or speaking, you need to understand who your audience is, what their goals and challenges are, and how your treasury products can help them. Different stakeholders may have different levels of financial knowledge, interests, and expectations. For example, clients may want to know how your products can improve their operational efficiency, reduce their costs, and enhance their returns. Investors may want to know how your products can increase your profitability, reduce your risks, and diversify your revenue streams. Regulators may want to know how your products comply with the rules, protect the market stability, and promote the public interest. Senior management may want to know how your products align with your strategy, support your growth, and strengthen your reputation.

2 Use clear and simple language

Avoid using jargon, acronyms, or technical terms that may confuse or alienate your audience. Instead, use clear and simple language that explains the features and benefits of your treasury products in a way that your audience can easily understand and relate to. For example, instead of saying "We offer a range of FX hedging solutions that can help you mitigate your currency exposure and optimize your cash flow", you could say "We can help you protect your business from unfavorable changes in exchange rates and manage your money more efficiently". Use examples, stories, or analogies to illustrate your points and make them more memorable.

3 Focus on the benefits, not the features

Don't just list the features of your treasury products, such as the interest rates, fees, terms, or options. Instead, focus on the benefits that your products can deliver to your audience, such as the savings, returns, security, or convenience. For example, instead of saying "We offer a flexible deposit product that allows you to withdraw or deposit funds at any time without penalty", you could say "We offer a deposit product that gives you the freedom and flexibility to access your money whenever you need it". Show how your products can solve a problem, meet a need, or create an opportunity for your audience.

4 Provide evidence and credibility

To persuade your audience that your treasury products are valuable and trustworthy, you need to provide evidence and credibility to back up your claims. You can use data, statistics, testimonials, case studies, awards, or ratings to demonstrate the performance, quality, or impact of your treasury products. For example, you could say "Our treasury products have helped over 1,000 clients achieve their financial goals and save over $10 million in fees and interest" or "Our treasury products have been rated as the best in the market by leading industry experts and publications". Make sure that your evidence is relevant, accurate, and up-to-date.

5 Engage and interact with your audience

Don't just talk at your audience, but talk with them. Engage and interact with your audience by asking questions, soliciting feedback, inviting participation, or offering support. For example, you could say "What are your main financial challenges and how can we help you overcome them?" or "How do you feel about our treasury products and how can we improve them?" or "Would you like to try our treasury products for free and see how they work for you?" or "If you have any questions or concerns about our treasury products, please don't hesitate to contact us". By engaging and interacting with your audience, you can build rapport, trust, and loyalty, and encourage them to take action.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?