Originally published September 26, 2022 , updated on July 19, 2024

Money is a universal language. It’s something we all interact with or think about in our day-to-day lives. That’s why finance content writing that clearly explains complicated financial concepts will always strike a chord with audiences. 

According to research by Business Insider, 97% of millennials like to track their finance and banking activities online. Based on this statistic, we can also assume people are likely to turn to the web to gain insight into how best to manage their finances.

As a finance company, connecting with people that read your content is integral to the success of your business. This connection builds trust, which is essential when you’re asking your audience to trust you with their hard-earned money.

Financial content writing shares many similarities with business copywriting in general, although there are also aspects of the practice that set it apart. In this blog, we’ll delve into financial copywriting, its function in creating marketing content, and how it can help your business connect with people.

The Basics of Financial Copywriting

Copywriting refers to the creation of marketing content such as website pages, emails, blogs, magazine articles, video scripts, social media posts, and online adverts. Due to this broad scope of application, copywriting is often used by businesses to generate and convert leads. Increasing your customer base through inbound marketing tools such as niche copywriting is guaranteed to boost sales.

Copywriting seeks to fulfil its marketing role by connecting with the reader on a deeper level. This begins with SEO techniques that help make your content more easily discoverable. After all, you can’t connect with an audience through content that they aren’t aware of. Copywriting should also be done with a unique audience in mind, and an understanding that format, style, tone, and distribution channels all have an effect on how content can connect with people.

Financial copywriting is marketing content that focuses on financial topics, products, and audiences. The main goal of financial copywriting is to promote your products and services whilst providing valuable content for consumers. This value can come in the form of both entertainment and information. For instance, a captivating explainer video that gives tips to viewers about financial literacy and spending habits. Content like this further demonstrates your business’s expertise within the finance industry. 

Building a Connection With Financial Copywriting

Financial services companies, such as those offering insurance, mortgage and tax relief products, often struggle to connect with their audience. The main reason is that the information often comes across as boring. This makes it vital that finance companies invest in experts who can write about a tedious topic in a way that grabs the audience’s attention. 

Creating financial content can be challenging for companies with lots of assets, as you have to come across as authentic and trustworthy with every word you use to describe your services and products. You have to convince readers that you sympathise with their priorities and grievances regarding money and prove to consumers that your business has their best interests at heart. When talking about money, trust is the foundation of valuable connections with potential prospects.

One of the benefits of a strong connection through financial copywriting is a significant return on investment (ROI). Many financial commitments are long-term, meaning that when people choose to use a finance company’s services, they’re usually with them for a long period of time. This is primarily due to loyalty and being reluctant to use a company that the person isn’t familiar with.

Know Your Audience

The first step in connecting with an audience is to be aware of who they are. This should go beyond the surface level of age, gender, and income breakdowns. Instead, there are a few questions you should ask before starting to undertake financial copywriting:

• What are your audience’s financial challenges?
• What are their values?
• Do they have any expectations? If so, what are they? 

By keeping your audience in mind every step of the way, you’ll ensure your finance content is highly relevant to them. This makes it easier for your business to connect with people and persuade them to come on board with your business.

Be Human

In finance, it can seem natural to take a formal stance, focusing on giving readers facts and figures without leaving much room for creativity. Sure, giving people as much information as possible demonstrates the value your company can provide. The trade-off is that your points risk coming across as impersonal and robotic. 

We’re not saying you shouldn’t include facts and figures, but you should present them in more digestible ways. For instance, don’t be afraid to use emotive language, flashy punctuation, visual aids, and even emojis. All of this adds character and friendliness to your content without compromising the quality of information. Creating audio and visual content is also a great way to add a human element and grab readers’ attention. 

Use Everyday Language

Building on the previous point, the language you use in your content is key to making a connection. As such, it’s important to remember that not everyone who visits your website has a background in finance. If people come across industry jargon that they don’t understand, it can feel alienating. The extra effort readers have to make to understand your messages can lead them to check out and explore other avenues.

To avoid excluding a big chunk of your audience, be sure to use language that everyday people will be used to. This allows your audience to more easily understand the message of your content and act on it. Better yet is if you can provide a simple explanation of financial terms. This way, you’ll be educating your audience and helping them understand complicated financial topics that will help them make informed decisions going forward.

Stand Out From the Crowd

Creating unique content can be time-consuming, but it really does make all the difference. Standing out from the crowd starts with using content formats that encourage readers to click on it. These could be eye-catching titles and headings, and striking visual elements that grab consumers’ attention. This is particularly impactful when you want to connect with people on social media platforms.

When creating content for a finance website, it’s important to make niche aspects of your business stand out. Think about what unique benefits your products and services provide, and place an emphasis on that in your writing. The way you present your content will also help it stand out. By creating a consistent theme in your tone of voice and design, you establish a recognisable marketing message that people will instantly associate with your business. 

Don’t Sell, Persuade

When it comes to financial services content writing, content that focuses on products and services is the most important. It informs readers about your business and what it can do for them. Be careful, though, not to focus too much on a hard sell as this is likely to put them off. 

An effective alternative is to instead convince your audience of your expertise within the industry. This way, you’ll be able to communicate to people that your business is competent enough to serve their financial needs. It helps put your audience’s minds at ease and builds trust in your ability. When readers gain trust in your brand, you will have the opportunity to start connecting with them, securing them as life-long customers. 

Here are some ideas to show consumers you are an expert in your industry:

• Cover industry news that affects everyday people.
• Provide comprehensive financial advice for consumers.
• Brainstorm solutions to industry problems. 

You can also subtly encourage your audience to take action. For example, your blog post may cover a specific industry problem as the topic. Towards the end of the blog you can present one of your products as a solution to the problem, along with links to other relevant parts of your website. The key here is to balance persuasion with the evidence to back it up.

The Benefits of Making a Copywriting Connection

Copywriting that clearly and effectively answers your audience’s needs and wants does wonders for any business looking to build relationships. Connecting with people through financial copywriting can yield many benefits, including: 

• Generate and retain leads ‒ The most important way for businesses to track the success of copywriting efforts is by measuring the number of clicks, website visits, likes, and other online traffic indicators it generates. Genuine connections make people more likely to be converted from a lead into paying customers. Strong connections also incentivise people to remain loyal to your brand and become repeat purchasers. The result? A customer base that is happy with your service and sales that continue to rise.
• Build brand awareness ‒ Connections help drive website traffic as more and more people become aware of your content. Over time, your finance content will become recognisable due to how it makes people connect with your brand. This can lead to an increased customer base through word-of-mouth recommendations. Online reviews work in the same way – people regard the opinions of online reviewers so highly that they often base their purchasing decisions almost entirely on them.
• Diversify your content ‒ As finance companies try to connect with more people, they have to broaden their content offering. Content writing services will be able to create more relevant content around your core business and then amplify your message across multiple formats and platforms. This works to develop a sense of authority around your business whilst enabling you to reach new customers.

Creating a Finance Copywriting Content Plan

A successful financial copywriting strategy requires proper planning. Forming connections with strangers doesn’t happen overnight, so a content plan is necessary to meet long-term marketing goals effectively.

As mentioned above, knowing your audience is crucial to connecting with them. As such, the first step in your content plan is to choose your target audience and conduct research on them. You can do this directly through email questionnaires and social media comments or indirectly by analysing user data. 

An important step not to be missed is the analysis of your content. Seeing how your existing content has been performing helps to inform your new finance content writing plan.  

Finance services content writing, like any copywriting, should include multiple content types. You should split your efforts between blog content, website content, and social media content. However, depending on the sort of connection you want to make, you might want to focus on a certain area more than the others. Do note that each content type requires a separate copywriting approach, so your content plan should be comprehensive enough to have a section dedicated to each. This is where the scale of the work required for finance copywriting can be realised. To execute this professionally, you may want to consider employing an experienced content marketing agency to take care of your finance content writing. 

Make a Genuine Connection With Goodman Lantern

Looking for an agency with the writing skills to execute your finance content writing strategy? Goodman Lantern has helped hundreds of businesses to connect with their audience and build meaningful relationships. Our team of writers and editors are consummate professionals who are dedicated to executing your vision. Not only are we experienced in a large range of industries, including finance, but our copywriting services are diverse.

When you choose us, you’ll receive expertly written, relevant financial content that will make your company stand out from the crowd. With Goodman Lantern behind your brand, your content will consistently promote your products and services, all while engaging and entertaining your audience.

Get in touch today.

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