Financial copywriting is a difficult skill to master. Usually, the topics and type of language used are more complicated than other industries, yet it still needs to be engaging and capture the imagination of the reader.
One of the most successful ways to improve your copy is to take a look at the clarity. Having easily understandable content has been proven to increase trust, share your message, and create an industry-leading voice for the brand.
Here are the key ways you can improve your financial copywriting, by focusing on the clarity of your content.
1 – Be Active
When you’re focusing on clarity the active voice is far more effective than the passive. Active language is direct and easier to understand, whereas passive language is often considered full and confusing – something financial businesses need to avoid, especially as finance topics are traditionally considered boring. If you’re unsure if you’re writing in the active voice look at your tenses, you should be speaking directly to the reader [you], and in the first person [our clients].
2 – Have a Consistent Tone
Your brand voice shouldn’t just be for your website content. All of your external communication should be created with the same tone to ensure consistency across the board. This doesn’t just mean blogs, emails and social media, however. Take the time to consider if different topics are approached in the same way, blogs that promote your services should be the same as blogs that talk about industry news.
3 – Speak in Exact Terms
There is a lot of jargon in the finance world, and at times it can be tempting to replace them with ‘buzzwords’ or common phrases in order to make the text easier to understand. However, this often works against the desired effect, as these new phrases may not exactly explain the services you’re offering. It’s a lot more effective to use the correct phrase, and then supplement it with a short and sweet explanation, in order to get the correct message across.
4 – Don’t Be Afraid to Supplement your Copy
It might seem counterproductive to talk about video content in a blog about copywriting, but actually there’s no easier way to improve the clarity of your writing than by bringing it to life with video. If you have a particular topic that is difficult or long-winded to explain, there’s no reason why you can’t supplement the content with a video that explains it in detail to your audience.