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3 Tips to Make Financial Copywriting Less Boring

Buckle your seatbelt. Hold onto your chair. Ready for a wild ride?

Whether you work in the world of finance or not, chances are you're not expecting that the above applies to stochastic modeling, credit default swaps, or dividend recapitalization. With great respect for our clients in finance, these topics aren't the pinnacle of absorption.

Accountants, banking execs, investment advisors, wealth managers, and financial service providers are all great at what they do. But turning that into effective writing that persuades, engages, and delights? Not so much.

Here are three simple tips to take your financial copywriting from snooze-inducing to heart-racing. 

1. Don’t Get Too Technical

It’s easy to get caught up in the finer details of your craft—don’t. 

Yes, clients want to know that you know your stuff, but what they really care about is the end result. Consider how an outsider would understand your work; state it plainly and tell them why it matters. Focus more on the benefits to your clients, less on the mechanics of your process. 

2. Tie It Back to Human Values

Boiled down to the bare essentials, chances are good that your ultimate selling proposition is that you help clients save money or make money. 

Generate revenue, increase profits, improve the bottom line… yes, yes, yes, but that all falls flat. Clients have heard it time and time again. To create captivating copy, tie it back to what really matters.

Money isn’t just money—it’s freedom, power, peace of mind, more time with the kids, that vacation you’ve been daydreaming about for years. Translate financial gain into an emotional impact.

3. Be a Partner

You’re not a robot; your company isn’t a machine. You’re living, breathing human beings, working together to help people achieve their heartfelt hopes and dreams. 

Your clients crave more than your services—they want a relationship, a trusted partner who they can connect with, someone who’s got their back and is guiding them forward. 

Finally, if you need a hand humanizing your financial content, we’re happy to help. It’d be our pleasure. 

Image courtesy of Andrew Magill.

Strategic Mindsets – Part 2 of 3: Content Strategy

I could give you a brand new car, but if you don’t know how to operate the stick shift, you’ll be going nowhere fast. That’s the difference between content marketing and content strategy: knowing how to effectively use your tools. 

Last week, we demystified content marketing, the art of engaging an audience with interesting, valuable, and (most importantly) non-promotional content.

Now we’re throwing the veil off of content strategy, the art of crafting content marketing for a specific purpose. If “content marketing” defines the overall approach, think of “content strategy” as a way to harness and focus that into a laser-beam for targeted and tactical use. 

What Does Content Strategy Look Like?

Imagine content created to convert visitors to your website, copy written to increase engagement over social media, and a script designed to elicit a response along a certain stage in your sales process. All the content looks different, right?

In this sense, there’s no such thing as “good copy” for content marketing; there’s only good copy for a particular purpose—a particular content strategy. The words in your LinkedIn profile will inevitably be different than the copy on your landing page, which in turn will be different than the content of your blog.

What Does Content Strategy Do?

We spoke last week about how the consumer base has changed: instead of isolated actors waiting for a one-way pitch, your audience is socially engaged and looking for a reciprocal conversation.

A finely tuned strategy respects the venue, accounts for the audience, and furthers the company-consumer dialogue that typifies the evolved marketplace of modern business.

Effective content strategy translates both sides of the new dialogue, situating a business squarely within in the social atmosphere, instead of outside it. This creates a real connection with today’s socially empowered consumers, rather than the lone wolves of yesteryear. 

Stay tuned next week for Part 3 on Digital Strategy.

Daniel DiGriz is MarketSmiths' Chief Marketing Officer. He lives in New York, is a writer himself, and is President of MadPipe, a digital strategy coaching firm that helps small businesses get more clients through digital marketing.

Strategic Mindsets – Part 1 of 3: Content Marketing

Evergreen content, inbound links, key influencers, social optimization—huh? In English, please?

Jargon about content, marketing, and strategy gets bandied about so briskly, it’s easy to feel alienated or lost. But this stuff shouldn’t just be the purview of specialists—it’s essential to make sense of these terms so you can navigate the evolving marketplace. 

In each of these three areas, a huge shift has taken place; content, marketing, and strategy are now fundamental areas of internal decision making. To stay ahead of the game, you’ve got to understand what’s changing, why, and what to do about it.

Feeling lost? You won't be for long. Through the course of this three-part series, we'll demystify and illuminate these topics, making them tangible, valuable, and actionable. 

Content Marketing – The Mindset of Content Driven Strategy

What’s content marketing? It’s inspiring or informing your audience with written, visual, or other content designed to evoke a response and provoke an action.

Effective content respects the audience and speaks with authenticity; it offers insights, advice, or analysis without pitching or promoting—and yet, it’s also doing something else, just under the surface: the content is discreetly tied to a brand or opportunity, generating greater exposure, engagement, and, yes, sales. 

The Death of the Pitch

In the days before the internet, the pitch was everything. The supply chain revolution and social media changed that, putting a big box store in every home and a shopping cart in every phone. 

We’ve become consumers of content first, products and services second. More and more, we rely on our social networks for recommendations. We know we can instantly find products—we don’t want a pitch, we want content that validates our relationships and appeals to our values. 

To put it bluntly: it’s less about what you sell and more about what you say. Great content marketing makes your audience feel fully empowered, entitled, and integrated into a rich social environment. 

Click here for Part 2 on Content Strategy

Daniel DiGriz is MarketSmiths' Chief Marketing Officer. He lives in New York, is a writer himself, and is President of MadPipe, a digital strategy coaching firm that helps small businesses get more clients through digital marketing.