I visited Belfast last weekend
I’m sitting there in The Duke of York– this gorgeous old pub with more character in its bathroom tiles than a new build home.
And I’m surrounded by about 200 years of Guinness advertising.
Posters from the 1920s.
Mirrors from the 1950s.
Modern prints.
All saying the same five words:
“Guinness is good for you.”
Not “Guinness: A carefully crafted blend of roasted barley and premium hops, leveraging our proprietary brewing methodology to deliver a unique taste experience that research suggests may contribute to certain health benefits when consumed responsibly as part of a balanced lifestyle.”
Just: It’s good for you.
And you know what?
That campaign ran for decades.
Made Guinness one of the most recognisable brands on earth.
Because some advertising genius understood something that most mortgage brokers posting on social media have completely forgotten:
KISS
Keep
It
Simple
Stupid
Here’s what happened to your social media.
You started trying to sound “professional” and you started writing like you’re giving a lecture at the local university, instead of trying to help someone buy a house…
“We leverage our extensive network of lending partners to optimise your borrowing capacity while navigating the complex regulatory landscape…”
No one wants to hear that.
Here’s the thing: complexity isn’t expertise.
Clarity is.
When someone asks what you do with first-time buyers, the answer isn’t a paragraph about your process and lender affordability.
It’s: “We do it all for you.”
When someone’s thinking about moving, they don’t need your thoughts on the current market conditions.
They need: “We’ll tell you exactly how much you can afford for your next one.”
The simpler you make it, the more they trust you.
Because confused people don’t trust you.
They just keep scrolling.
Every mortgage broker I work with tells me their content isn’t converting.
And every time I look at their posts, I see the same problem: they’re writing for their compliance team instead of their customer.
You’re not creating content to impress other brokers.
You’re creating it to make someone think: “Oh. They can actually help me.”
Want to learn how to create content that people actually want to see?
Reply with the word LAB, and I’ll send over some details
To more ‘Guinness’ Content!
Chris