Good copy keeps the reader interested throughout – no matter how complicated the topic. When it comes to financial copywriting, it can be difficult to keep the attention of your audience, especially when discussing traditionally ‘dull’ topics.
In order to keep your readers’ attention, here are 6 top tips to use in your financial copy.
1 – Choose Interesting Topics
If you’re creating copy for your financial blog, or an email newsletter, choose topics that you know your audience will be interested in. Think about what will add value to your readers, as well as what might grab their attention at that moment (Budgeting for Christmas in October/November time).
2 – Alternate Sentence Length
Alternating sentence length will improve the flow of copy, and has a great effect on the reader’s experience. Long sentences might be important to you as the writer but the reader needs short ones. Sometimes your point can be lost in a long sentence, whereas short sentences tend to make your point clear. This is especially important in financial copywriting where many of the topics covered are complex.
3 – Split Your Copy Up
Long paragraphs are hard to read and look uninviting. Many readers get drawn in by a great headline, to only click back after being faced by a wall of text. Break your copy up with short paragraphs, subheadings and bullet points. Don’t be afraid to add images and diagrams to help explain complicated points.
4 – Tell A Story
Everybody wants to know how a story ends. If you get a reader hooked on a story then they want to see it through. This is a little harder to do with financial copywriting, but can still work wonders for financial blogs and articles. Add context to a dull subject by placing the information within a client story. This works to make sure your audience read the whole article, and don’t miss any vital information.
5 – Use Simple Words
Digital marketing best practices state that the best copy should be written at a level that all of your audience can access. Sometimes, financial experts can be blind to how advanced or complex certain terms are when they use them every day. Take the time to go over your copy and add explanations to any technical or academic language, so everyone can follow along.
6 – Add Value
Give your readers a reason to continue to the end of your copy. Whether it’s the promise of helpful links, a free download, or a key example they can copy – you need to offer your audience something to look forward to at the end. Promising something at the beginning, and delivering it at the end, is a key way to capture the attention of your readers.