The trick to effective financial copywriting is to find an angle that your competition isn’t using. Not only does this make you appear unique in the eyes of your audience, it can often help your SEO rankings as you tend to use different key phrases to others. Unfortunately, finding your own copywriting angle is a lot easier said than done.
To help get you started, here are 7 copywriting angles to help you narrow down your unique take.
1 – The ‘ it’s easy’ angle
Everyone likes a process, solution, service and product that’s easy, but will still produce the same results as other options out there. Using this angle doesn’t have to be as straightforward as using ‘easy’ or ‘simple’. Getting a little more creative and using phrases such as ‘in minutes’ has the same effect.
2 – The ‘FOMO’ angle
Humans are social creatures by nature and don’t like to feel left out. You can utilise FOMO (fear of missing out) in your copywriting by making your audience feel like everyone is doing it – whether it’s signing up for your newsletter, or purchasing a new service – apart from them.
3 – The ‘solve all your problems’ angle
Every service should add value by fixing pain points, this angle simply means that you make it explicit how your business will solve their problems – and more. This angle can be particularly effective in financial marketing, where many of the problems your audience face are personal and time-sensitive.
4 – The ‘save time’ angle
Time is valuable, and while your services might not directly save your clients time, it might be that the signup process does. Highlighting this as a benefit can help to elevate you against your competition while engaging potential clients that believe time really is of the essence.
5 – The ‘save money’ angle
Before you choose this angle, you need to make sure that you are able to deliver on being the cheaper/money-saving option compared to your competition. You don’t always have to go down the specific route of highlighting exact fees and savings, phrases such as ‘don’t pay more’ give the same result.
6 – The ‘no risk’ angle
This angle is especially important within financial copywriting, as people do not like to take risks with their money. Part of this angle is highlighting the level of trust that others have in your business and services, so your audience feels safe and secure becoming a customer.
7 – The ‘now or never’ angle
Never underestimate the power of a limited time offer. While an act now before it’s too late angle can be effective on it’s own, they work best in copywriting when combined with one of the angles discussed above. The most common example of this is a money-saving offer.