{"id":69797,"date":"2025-01-02T10:55:12","date_gmt":"2025-01-02T10:55:12","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/creating-financial-services-content-thats-more-than-background-noise\/"},"modified":"2025-03-07T16:56:21","modified_gmt":"2025-03-07T16:56:21","slug":"creating-financial-services-content-thats-more-than-background-noise","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/creating-financial-services-content-thats-more-than-background-noise\/","title":{"rendered":"Taking the plunge: why standout content matters in the financial services \u2018sea of same\u2019"},"content":{"rendered":"

A lot of financial services content sounds the same. With so much regulatory red tape to navigate, it\u2019s 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.<\/p>\n

Your communications don\u2019t 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\u2019s genuinely insightful can turn heads.<\/p>\n

Say what you really mean<\/h3>\n

The major problem with lots of financial services content<\/a> is that it\u2019s 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\u2019re offering them a brilliant new product.<\/p>\n

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<\/a>:<\/p>\n

– Only use an unfamiliar technical term when it\u2019s necessary for accuracy, like annuity or ISA, and never without an explanation.<\/strong><\/p>\n

– Try keeping announcements about things like changing interest rates short and free of jargon.<\/strong><\/p>\n

– Focus on the key things customers care about in language they understand \u2013 like the fact that they\u2019ll pay less or more for your product or service.<\/strong><\/p>\n

It\u2019s 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\u2019ve got a service that could save them time and money, get to the point.<\/p>\n

Command attention with a distinctive voice<\/h3>\n

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 \u2018professional\u2019 tone, which is often cold and unengaging.<\/p>\n

Tone of voice guidelines<\/a> 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.<\/p>\n

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.<\/p>\n

Expert guidance prevents your team going rogue and calling customers \u2018bestie\u2019 in letters about their mortgage. It helps them find space for fun in more appropriate ways \u2013 like TikToks about \u2018girl math\u2019, which engage younger users on topics like budgeting.<\/p>\n

Remember you\u2019re a human<\/h3>\n

Lots of things about finance are serious and it\u2019s important not to trivialise topics like debt. Even so, there\u2019s 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.<\/p>\n

Demonstrating empathy and clearly explaining what needs to happen could lead to a better outcome for all. If the default was a misunderstanding, you\u2019ll 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.<\/p>\n

Be strategic about what you say<\/h3>\n

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\u2019re 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.<\/p>\n

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<\/a> today to talk strategy.\u00a0<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

A lot of financial services content sounds the same. With so much regulatory red tape to navigate, it\u2019s 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\u2019t have to be […]<\/p>\n","protected":false},"author":10,"featured_media":69591,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314,413,414],"tags":[],"class_list":["post-69797","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-copywriting-us","category-financial-copywriting-us","category-tone-of-voice-us"],"acf":[],"yoast_head":"\nTaking the plunge: why standout content matters in the financial services \u2018sea of same\u2019 - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"description\" content=\"In the financial services world, delivering well-timed, channel-curated content that is genuinely insightful can help you turn heads.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/creating-financial-services-content-thats-more-than-background-noise\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Taking the plunge: why standout content matters in the financial services \u2018sea of same\u2019 - 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