{"id":69983,"date":"2023-04-27T16:25:33","date_gmt":"2023-04-27T15:25:33","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/cost-of-living-comms-for-both-sides-of-the-coin\/"},"modified":"2025-03-07T16:58:42","modified_gmt":"2025-03-07T16:58:42","slug":"cost-of-living-comms-for-both-sides-of-the-coin","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/cost-of-living-comms-for-both-sides-of-the-coin\/","title":{"rendered":"Cost of living: comms for both sides of the coin"},"content":{"rendered":"

The rising cost of living is impacting everyone, and we\u2019re all in it together. Except that we aren\u2019t. While PwC reports that 86% of UK adults are concerned<\/a> about day-to-day living costs, a lot of research shows it\u2019s those on the lowest incomes who are impacted the most. According to the Resolution Foundation calculations<\/a>, the richest 10% of households have faced a relative inflation rate that\u2019s 1.5% lower than the poorest 10%.<\/p>\n

For financial services firms, marketing during a cost-of-living crisis can feel like walking a tightrope. On the one hand, messages along the lines of \u201cwe\u2019re here for you, no matter what\u201d can ring false to the British audience, especially when that message comes from a financial giant. On the other hand, promotional messages to more affluent customers are vital to buoy business, but they can feel insensitive. Even the word \u2018wealth\u2019 sounds dirty in this economic climate.<\/p>\n

With the nation\u2019s income gap now in sharper focus, we\u2019re shining the spotlight onto comms that matter a lot right now \u2013 those from financial services firms. We look at what\u2019s working, what\u2019s not, and what can we all learn.<\/p>\n

Something feels\u2026 off<\/h3>\n

When people\u2019s money is at stake, favouring wit over wisdom can feel like bad taste. One business recently fell into this trap with headlines including \u201cThe 2023 remortgage lottery\u201d and \u201cInvesting in gold \u2013 should you hold the shiny stuff\u201d. We love a snappy headline, but making light of something serious sets the wrong tone.<\/p>\n

A fintech brand made a similar error with this statement on its website: \u201cMake day-to-day spending a breeze\u201d. When people aren\u2019t finding spending easy, this light-hearted statement feels out of touch.<\/p>\n

A jar too far<\/h3>\n

Speaking specifically to one audience and then to another led to an uncomfortable jarring on an FS company\u2019s website. We saw, \u201cDream big. Make it happen. Live it up.\u201d next to \u201cSpend less. Save more. Relax more.\u201d recently. Supporting every customer is something to celebrate, but the juxtaposition of the two financial goals sounds stark and insincere here.<\/p>\n

How about this one from a fintech: \u201cSupercharge your investments for less\u201d. There\u2019s nothing to complain about there. But when it is followed by the compliance statement, \u201cNot regulated. Value can go down. Tax may be payable.\u201d, it suddenly feels disingenuous.<\/p>\n

When the nuance lands right<\/h3>\n

The beauty of language is that it gives you so many different ways to say the same thing. So even when a firm wants to say it can make purchasing easy, there\u2019s a way to do it that doesn\u2019t feel throwaway.<\/p>\n

Take this example from Starling Bank: \u201cBut we want to make banking better \u2013 which means offering a better kind of overdraft. One that\u2019s easy to manage and fair on fees. Manage your money and keep tabs on your overdraft, all from our award-winning app.\u201d The tone feels relaxed, it has pace to keep the language peppy and engaging. Yet the message remains focused on what the overdraft can offer, without making presumptions about people\u2019s spending habits.<\/p>\n

Barclays has also set the right tone with its messaging around wealth planning. It went for \u201cPut the future in focus\u201d, which uses alliteration to command attention and puts the emphasis on preparing for the future, rather than affluence. For context, Barclays follows up with \u201cNo matter what the future brings, we can offer you foresight in a world in flux.\u201d A considered reference to the current economic environment \u2013 we like it.<\/p>\n

Lessons from the word front<\/h3>\n

No matter how the economy is looking, these are our tried-and-tested guidelines when talking money.<\/p>\n

Take note from compliance<\/strong><\/p>\n

If ears prick up in the compliance team, it\u2019s a sign that something has gone a step too far. Is a product or service really \u2018affordable\u2019 for everyone? Is saving or budgeting \u2018easy\u2019 for everyone? Writing with the compliance team in mind challenges you to consider the nuance of every word and avoid a jarring caveat.<\/p>\n

Never assume<\/strong><\/p>\n

Statements like \u2018we\u2019re all in this together\u2019 cast assumptions about people\u2019s personal situations. Whether affected or not, people\u2019s own priorities differ. It\u2019s too basic to say everyone has debt worries or everyone\u2019s worried about food. One person might be worried about being able to study at university or move home, while another might be concerned about their retirement plans.<\/p>\n

All of the examples that land well, however, apply to anyone. They talk about future plans, clarity, security and options, but without presuming what each of these means to individuals.<\/p>\n

Make it personal<\/strong><\/p>\n

When writing for so many audiences, personalising content is a challenge. One step is to segment audiences, so you can design messages around the relevant concerns and needs. In the language itself, using pronouns like \u2018you\u2019 and \u2018us\u2019 rather than \u2018them\u2019 and \u2018their\u2019 helps to bring a personal touch.<\/p>\n

Be website wary<\/strong><\/p>\n

Everyone can read public website content. So, even if the target audience for a page is high-net-worth individuals, those with financial difficulties can easily stumble across messages that sound frivolous and insensitive.<\/p>\n

 <\/p>\n

Whether it\u2019s an investment performance report or a blog on savings tips, financial services comms need to be handled with care. We can help you map out the right messages and tone<\/a> for your audience, no matter how broad. See what we\u2019ve helped clients achieve through financial services content<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

The rising cost of living is impacting everyone, and we\u2019re all in it together. Except that we aren\u2019t. While PwC reports that 86% of UK adults are concerned about day-to-day living costs, a lot of research shows it\u2019s those on the lowest incomes who are impacted the most. According to the Resolution Foundation calculations, the […]<\/p>\n","protected":false},"author":2,"featured_media":67339,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[303,413],"tags":[],"class_list":["post-69983","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-writing-us","category-financial-copywriting-us"],"acf":[],"yoast_head":"\nCost of living: comms for both sides of the coin - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"description\" content=\"For financial services firms, marketing during a cost-of-living crisis can feel like walking a tightrope - so good comms is crucial.\" \/>\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\/cost-of-living-comms-for-both-sides-of-the-coin\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cost of living: comms for both sides of the coin - 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