How to choose a financial copywriter? Ask this 3 questions.

Financial copywriting in the heart of London

As we’re headquartered a mere stone’s throw* from the capital’s financial district, it was all but inevitable that we would develop a penchant for financial copywriting.

*if you’re really good at throwing

Our team of financial copywriters has written for companies and specialisms including (but by no means limited to):

Our financial services copywriting has taken the form of:

How to choose a financial copywriter

It is – of course – important to take on someone who can write incredibly well. Not just in terms of spelling and grammar, but also flair/panache/je ne sais quoi. Call it what you want, but your words need to make an impact, because they’re there for a reason.

That reason might be brand awareness, to form part of a marketing funnel, or to straight up make a sale. Whatever it is, your words matter.

When your clients need your services, you need to be top of mind, the trusted expert. It needs to be a no-brainer for them to think of you first – and favourably.

And, as people who specialise in figures, forms and all things numerical, it is not unusual for financial services companies to need a little help when it comes to content. Which is where we come in.

Why does financial copywriting matter?

The finance services sector is a niche, and appealing to your target audience does not work the same way as it does in other industries. Because you’re not speaking to a mass audience, you’re talking to your ideal client.

And your ideal client (i.e. the people you most enjoy/benefit most from doing business with) is likely to be quite specific – in terms of their age, gender and demographic. Which is helpful from a writing perspective, in fact it’s an advantage. Because every demographic speaks a different language – uses and receives content differently, resonates with different words.

Financial companies are great at leveraging technology to create (and increase) user value in the market, but it’s an increasingly competitive space. Direct, creative content written by a financial services copywriter can be the differentiator that helps you stand out from the crowd.

As with technology (another one of our specialities) financial copywriting often has to communicate advanced (often jargon-riddled and acronym-laden) technical or legal concepts, all whilst attempting to remain engaging. Quite the challenge.

And then there’s compliance. It’s a highly regulated industry, and financial service companies can never play fast and loose with the truth in the interests of being interesting or engaging. But this isn’t our first rodeo – we are both familiar and up-to-date with the latest industry news and regulations.

Last but by no means least, SEO. Can you be found online by the right people? What are your ideal clients typing into Google? What are their problems/pain points and how can you make sure you’re the solution? The power of optimised content will give you all this and much more.

What makes a great financial copywriter?

You need a writer who can demonstrate:

Accuracy
Flair
Technical expertise
An understanding of audience pain points
Ideas around how to build attractive and helpful content
The ability to convey product value (in both long- and short-form content)

Establishing your brand’s voice as an authority matters, but it’s a crowded space. You need to stand out but remain authoritative and professional – and your voice needs to be consistent in every single piece of writing that comes out of your company.

By this we mean:

…everything.

Consistency is important because it invokes trust. You don’t consciously think about it, but you know the voice of Lloyd’s Bank. And because you know their voice you know their values – and because you know their values you are more likely to trust and do business with them.

How to improve your financial services copywriting

If you’ve got someone suitably brilliant in-house, who has the skill, the time and the inclination to produce consistently fantastic content for you, here are three key points for them to consider.

Avoid financial jargon and technical concepts in your core messaging – the current trend is for financial services companies to adopt a conversational tone and use simple language.
Instead of repeating the same tropes and diluting your message, identify and focus on what makes you different from your competitors, (your USPs) and build your copy around that.
Put together a content strategy. Don’t just churn out content day after day/week after week, have a plan. Think about who exactly you’re speaking to, where (on which platform) and when (in the day, week, month and year) they will see your words. Write with that in mind.

Content that gets results

We create content that tells your clients exactly what they need to know, in exactly the way you want it to be said.