10 copywriting tips for financial service professionals

Copywriting for financial services isn’t as straightforward as for other industries. A near-endless number of regulations make it challenging to write copy that’s both compliant and creative.

But this does not mean you should force your readers to sit through boring, vanilla copy until they fall asleep. Believe it or not — you can make ‘unsexy’ topics like retirement planning fascinating if you know how.

In this short guide, you’ll discover ten tips to writing compelling content that grabs attention, and spurs your audience into ACTION! — whether that’s booking an appointment with you or buying your products and services.
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If there’s one secret to successful copywriting, it’s research. Knowing your audience better than they know themselves will help you craft a powerful message. But there’s a big difference between understanding them on a superficial level and truly knowing your audience.

For example, every financial advisor knows retirees desire security. But what often drives them is the fear of being taken advantage of, getting ripped off, or paying hidden fees. These nuances are crucially important in copy.

So how do you do such in-depth research? Where can you find the information you need to craft your message?

Start by lurking in Facebook groups, Reddit threads, and YouTube video comments sections that contain your audience. This will help you build a picture of what your market desires and the pain they’re desperately trying to avoid. You will soon learn what hooks will gain their attention and you can leverage these in your copy.

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Ever heard the saying, “you just can’t please everyone”?.

It’s true! If you try to sell to everyone, you’ll sell to no one. The best copy is written with ONE person in mind. For example, if you’re writing to accredited investors, think of a single investor who could represent this group in your mind. It could be an ex-client, a colleague, or even someone you met at an event.

How would you persuade this individual? The more specific you get, the more your message will cut through the noise and resonate with the type of person you want to attract as a client.

“Don’t think of people in the mass. That gives you a blurred view. Think of a typical individual, man or woman, who is likely to want what you sell.” — Claude Hopkins

(Here’s an exercise for you: Create a profile of an ideal prospect in your target market. Imagine them sitting right in front of you. Write down what you would say to them to have an appointment with you, or to sign up for a seminar hosted by you. Do this and you’ll quickly uncover some great phrases and messages you can use in your copy.)

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Passive voice sounds something like this:
“The US market is where our firm’s operations primarily are.”

Active voice sounds more direct:
“Our firm operates primarily in the US market.”

See the difference? Active voice ‘sounds’ more natural and direct. The majority of your sentences should be written in ‘active voice’ to ensure the clarity of the meaning for readers.

Similarly, you should also avoid making sentences too complex or lengthy. Passive voice should be used sparingly, as it can make the sentences harder to understand.

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It’s important to provide your prospect with clear information about your service or product so they can make an informed decision. Don’t wait until the end to share important details — give them the facts early on. Always aim for clarity above all else. Being explicit in your copywriting will ensure your message is understood at once. You should also make it abundantly obvious what it is you want your audience to do after they read your copy. Never assume the reader already knows what to do or how they can reach you for more information. Tell them!

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Contrary to what you were taught in school, using complex words does not equal better writing. If you wish to write compelling copy, write to be understood by the ‘everyman’. This isn’t because your average reader is dumb. Rather, simple language is more quickly grasped and acted upon by everyone, regardless of how educated your prospect is.

Also stay clear of any financial jargon that could confuse your audience. A confused mind will never make a decision to move forward.

Pro Tip: One useful tool to help you avoid complex sentences and simplify your writing is ‘Hemingway App’. It’s free to use and will give your writing a readability score.

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Here’s a quick example:

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Which one’s easier on the eyes?

Lists make it easy for our brains to absorb information, and bullet points can convey details simply and quickly. In contrast, long blocks of text are difficult to grasp and visually repulsive. Break up your content into short, manageable chunks, and use headings to help readers navigate your copy. Also use bold, italics, and other formatting techniques to draw attention to key points. This will make the content more readable and easier to digest.

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Which one’s easier on the eyes?

Lists make it easy for our brains to absorb information, and bullet points can convey details simply and quickly. In contrast, long blocks of text are difficult to grasp and visually repulsive. Break up your content into short, manageable chunks, and use headings to help readers navigate your copy. Also use bold, italics, and other formatting techniques to draw attention to key points. This will make the content more readable and easier to digest.

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One uncomfortable truth financial service professionals have a hard time accepting is people only care about themselves, or more specifically, what you can do for them. Outside of that, they have little interest in you or your firm. This is why your copy should be centered around your prospect.

A useful copywriting tip is to avoid these pronouns where possible: I, we, us, me, our, mine, and my. Why? – Because the emphasis should always be on your audience, not on you or your firm.

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The aim of this technique is to present a reader with a contrast between two options — designed to create a sense of urgency and compel them to take action.

One option should highlight the pitfalls of continuing with their current ways (or stated differently, ‘the price of inaction’).The other should highlight the benefit that the reader can gain by choosing your product or service.

Here’s an example: ”So you have two options ahead of you when it comes to managing your finances.

Option one: continue to navigate the complex world of investments and financial planning on your own. Sure, it might allow you a sense of control. But for many people, that comes with a hefty price. Without the guidance and support of a professional, you may find yourself making costly mistakes or missing out on valuable opportunities.

Option two: work with a financial advisor who has the expertise and experience to guide you towards retirement security. This gives you access to personalized advice, tailored to your unique financial goals and situation.

In the end, you can’t put a price on the peace of mind that comes from knowing an experienced professional has your back. You always have a choice, and the decision is yours to make.

”See how it works?
It can help you summarize the crux of your selling proposition to the reader while giving them one last push to make a decision. Powerful stuff!

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Reading your copy aloud helps ensure it ‘flows’ nicely. Doing so, you’ll quickly identify any awkward word choices or unclear phrasing. You’ll often find rough or jarring transitions between paragraphs or ideas you can easily correct. Additionally, reading aloud helps to identify any typos or grammar errors that you might have missed in the editing process.

All in all, these tips will make your copy far more engaging, digestible and compelling. But no tip will make you a master copywriter in a day. As Warren Buffet famously once said, “you can’t produce a baby in one month by getting nine women pregnant”. It takes time and work to write good copy.

Alternatively, you can work with a creative marketing agency that specializes in financial services. This will fast track the process, save you money and eliminate all the hassle of researching, writing, editing and revising 100s of pieces of copy each month.

Here at Affluent Copy, we specialize in writing compliant, compelling copy for the financial sector.

So if you’re looking for an agency to manage your content and advertising needs, find out if we can help: