4 ways financial professionals can improve their copywriting

January 12, 2023•6 min read

4 Ways To Invest In Your Copywriting Portfolio - With Examples:

As a financial professional, you know the importance of making wise investments. Smart investments are not always in monetary form, being time investments.

Copywriting is the art and science of creating written content that persuades and informs. It's the words you use on your website, brochures, advertisements, and any other marketing materials to communicate with your audience and influence their decisions. Copywriting is a crucial aspect of a financial professional's marketing strategy since it can make or break the success of your campaigns.

This article will explore the fundamental principles of copywriting and how you can use them to create effective and persuasive copywriting.

With that said, here are 4 concepts you can add to your copywriting investment portfolio.

1. Don't Over Complicate

Simple language is key when it comes to copywriting. Your audience doesn't have the time or patience to sift through complex language and convoluted sentences. So, when writing copy, it's important to use simple and straightforward language that is easy to read and understand. This means avoiding jargon and industry-specific terms that your audience may not understand. Instead, focus on using language that is relatable and easy to digest.

Here are two ads about annuities:

❌ Bad Example

"Our annuity plans, which are a type of contract between you and an insurance company, offer a guaranteed stream of income and protection against the volatility of market fluctuations. Our annuity options include fixed, variable, and indexed annuities, each with its own set of sub-options and riders, which can be customized to align with your specific financial objectives and risk tolerance. Don't miss this opportunity to enhance your portfolio's stability and maximize your financial potential. Contact us to schedule a consultation and learn more about our annuity options."

✔️ Good Example

"Secure your retirement with our annuity plans. Guaranteed income and protection from market fluctuations.

The good example aims to to be understood and provoke though, while the bad example spews words that most people would likely not understand. The good example also spaces out the copy and makes it much more pleasant to read than a massive paragraph.

Note: Spacing helping in fast-moving environments such as social media or digital ads. Blog posts, articles, and news letters are intended to be read at a slower rate; therefore, using larger paragraphs are more accepted.

2. Make People Want To Read It

A great way to make your audience want to read your content is by making it funny. Humor is a powerful tool when it comes to persuasion and it can help make your brand more relatable and memorable. When using humor in your copy, it's important to keep it appropriate and relevant to your audience. Don't force the humor, let it come naturally.

Here are two ads about tax planning:

❌Bad Example

"Effective tax planning can save you money. Our experienced professionals can help you navigate the tax code and find deductions and credits that you may be eligible for. We'll work with you to create a comprehensive plan to minimize your tax liability.

✔️Good Example

"Tired of feeling like you're playing a losing game with the IRS?

Our tax planners are here to level the playing field and make sure you're not giving Uncle Sam more than your fair share.

From deductions to credits, we'll make sure you're taking advantage of all the options available to you. No confusion, just the peace of mind that comes with knowing you're getting the best deal.

Get in touch today and let's work together to make this tax season less stressful."

This example isn't going to make someone roll on the ground laughing; however, it is lighthearted and makes it seem like you're the one speaking. People see boring, money-driven ads all day. Give your audience something they actually want.

3. Speak Directly To Your Audience

Understanding your target audience is crucial when it comes to copywriting. This means identifying their pain points, what they're looking for, and what matters to them. By speaking directly to your audience, you'll be able to create copy that resonates with them and addresses their specific needs. This will make your copy more persuasive and increase the chances of them taking action.

Here are two ads life insurance with Linemen as a target:

❌Bad Example

"Don't leave your loved ones' financial security to chance. Life insurance offers protection and peace of mind in case of the unexpected.

With customizable coverage options and tax-saving opportunities, it's a smart choice for anyone looking to secure their family's future.

✔️Good Example

"As a lineman, your job is to keep the lights on for others, but who is keeping the lights on for your family if you're not around?

With coverage options tailored to the unique risks of your profession, you can ensure they'll be taken care of even if something happens to you on the job, leaving your family financially secured.

Life insurance ads can be tricky since they involve morbidity; however, there are ways to ease into though subject a little easier.

In the good example, you're speaking directly to your target audience, linemen. Depending on your target audience, speak directly to them and show that you're the expert in their field, not just a generic advisor.

4. Be Genuine

Lastly, it's important to be genuine when writing copy. Your audience can spot a fake a mile away, and they'll be less likely to engage with your content if they feel like you're not being sincere. So, avoid using overly-salesy language that comes across as insincere and be authentic when writing copy. Use your own voice and speak from the heart, this will make your copy relatable and increase the chances of it resonating with your audience.

Here are two ads about wealth management:

❌Bad Example

At XYZ Wealth Management, we pride ourselves on being results-driven. We'll provide you with regular updates on your portfolio's performance, and our team of experts will make sure that you're always one step ahead of the market.

With our help, you'll be able to take control of your wealth and reach new heights of financial success.

✔️Good Example

Managing your wealth can be overwhelming, but it doesn't have to be. At XYZ Wealth Management, we understand that every person's financial situation is unique, and we're here to help you navigate the complexities of managing your wealth.

Contact XYZ Wealth Management today to schedule a consultation and let us help you navigate the complexities of wealth management with ease.

This one may be harder to spot. I'm sure you're read an ad before and have said, "no way they actually mean that." People will go through that same process with your ad if their 'ingenuine' sensors go off.

In conclusion, copywriting is an art form that takes practice and skill to master. But anyone that puts in the time investment can create copy that is persuasive and effective.

Remember, the key is to connect with your audience and address their specific needs.

Thank you for reading!

-Nathan Partch, Found of CommQuality | Marketing and Automations for Financial Professionals

www.commquality.com

Thinking about Outsourcing A Copywriter?:

Find out more by reading about out a hiring a copywriting company may be for you.

Nathan Partch

Nathan is the founder of CommQuality. He has been helping business brokers get more deals by using specialty financial vehicles that create far more comfortable retirements.

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