A lot of financial services content sounds the same. With so much regulatory red tape to navigate, it’s easier for time-poor marketers to stick to safe content that compliance teams have seen a thousand times. This can lead to cautious, overly formal communications that struggles to connect with audiences.
Your communications don’t have to be wildly out there or unexpected to set your business apart. Simply sounding like a human and delivering well-timed, channel-curated content that’s genuinely insightful can turn heads.
Say what you really mean
The major problem with lots of financial services content is that it’s confusing. Unfamiliar acronyms and small-print rules can make financial services feel like a minefield for the average customer. Receiving an email stuffed with technical jargon will put most people off, even if you’re offering them a brilliant new product.
The easiest way to engage customers and secure their loyalty is to say what you really mean. People want to feel in control of something as important as money and the right language can help you empower rather than bewilder your audience. To start, try following these golden rules in all of your communications:
– Only use an unfamiliar technical term when it’s necessary for accuracy, like annuity or ISA, and never without an explanation.
– Try keeping announcements about things like changing interest rates short and free of jargon.
– Focus on the key things customers care about in language they understand – like the fact that they’ll pay less or more for your product or service.
It’s ok to throw in a bit of APR and amortisation when speaking to fellow finance professionals, but brevity should still be prioritised. If they need to do something by a deadline, or you’ve got a service that could save them time and money, get to the point.
Command attention with a distinctive voice
Financial services brands often seem to blend into one, with many using the same voice. Without clear principles to guide how your brand communicates, and examples of how to embody them, your team likely defaults to a vague ‘professional’ tone, which is often cold and unengaging.
Tone of voice guidelines give your brand a recognisable, consistent voice and show you how to deploy it in all situations. Certain aspects can be dialled up or pared back in different contexts, so your content always feels appropriate yet distinct.
A guiding principle like trustworthiness can be applied universally, as it could mean you aim to be more transparent than competitors and make finance feel more inclusive. Others, like unconventional and warm, can shine in more creative, light-hearted contexts like social media and ad campaigns.
Expert guidance prevents your team going rogue and calling customers ‘bestie’ in letters about their mortgage. It helps them find space for fun in more appropriate ways – like TikToks about ‘girl math’, which engage younger users on topics like budgeting.
Remember you’re a human
Lots of things about finance are serious and it’s important not to trivialise topics like debt. Even so, there’s always room for empathy. If your customer has missed a mortgage payment, a jargon-heavy, scolding letter could make them uncooperative. When there is set language you need to use, see if you can add your own explainer to bring a human touch.
Demonstrating empathy and clearly explaining what needs to happen could lead to a better outcome for all. If the default was a misunderstanding, you’ll avoid upsetting a customer over an admin error or an honest mistake. If the customer is in real difficulty, a kind but firm letter could encourage them to reach out, potentially stopping an escalating problem.
Be strategic about what you say
The messages you deliver are as important as the way you speak. Outside of essential customer comms, a considered programme of regular content is a great way to capture attention. Showcase your expertise with commentary on fiscal events, or make finance fun with short saving hacks. Whether you’re aiming to cultivate respect among high-net-worth individuals or appear relatable to young people, the right voice and content can help you achieve key strategic goals.
Working with a financial services copywriting agency can help you take a more strategic approach to your communications. We can help you find a voice that feels like you, show you how to use it consistently and create content that feels distinctly you. Get in touch today to talk strategy.
