Financial Services Marketing



How to Make Your Financial Marketing Copy More Compelling



Financial marketing copy doesn't have to be boring


You rely on your financial marketing copy to communicate your brand, your product benefits, your edge. Yet industry regulations dictate due diligence, and so they limit copywriting innovation — or do they? Financial marketing copy doesn't have to be boring. Here's how to keep your readers listening.


Just because the financial industry is highly regulated doesn’t mean financial marketing copy can’t be exciting. It can feel fresh, sound spicy, make music, pirouette, tell a story – and still pass compliance. It all depends on who is writing it, the emotion behind the writing, and whether that can be sustained across all touch points of your brand. This applies to writing about any type of financial product or service, whether provided by wealth management and investment firms, RIAs, life insurance providers, or others.​



​Find the right financial copywriter for your brand


You want marketing copy that moves. You need precision, validity and consistency, and yet you also want creativity. You want the freelance copywriter you hire to step into your brand world and work with your financial marketing team, to write in your brand voice yet inject something fresh into your materials. And you want it done confidentially, fast and at a competitive copywriting rate. The right freelance B2B copywriter, apart from suiting your brand, will help you achieve the below.

Use language to its fullest potential


Language is the currency of persuasion. By finding and partnering with the financial copywriter that’s right for you, you can take advantage of what creative copy can do and harness the potential of evocative language for your brand. A freelance writer who also has professional editing skills can develop quality-assured copy crafted to flow and resonate with your readers.

Give your prospects a reason to read


Touch their hearts. You know how some headlines have that certain something that just draws you in? And how some news stories just grab your attention, though you didn’t think you were interested in the first place? The same can apply to your financial marketing copy. If it's conversational while being sharp and mindful of its mission, it’ll wake up your prospects’ interest and curiosity.



Take your prospects from awareness to action


Action starts with awareness. And awareness, especially when it comes to financial products and services, depends on marketing complex concepts and benefits, with language that is simple but not simplistic, in a style that renders dry descriptions and mechanisms attractive.

Examine content for robotic or redundant GenAI wording

If your writers are using GenAI to kickstart their writing process, watch out for engagement-killing robotic or redundant wording typical of ChatGPT and other apps. Generic writing is easily detectable by readers. Interest begins with authenticity, and that's something The Write Cure can provide through its B2B copywriting and editing service.


In brief: By capitalizing on the potential of financial copy done right – that syncs with your brand and marketing objectives – you can:

  1. Reach prospects where it counts
  2. Prove you understand their needs
  3. Show them why your products excel
  4. Compel them to contact you

Is your financial marketing website, blog, or brochure failing to engage clients? What would you like your marketing collateral's financial copy to achieve?


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