Writing for financial institutions can be difficult. They don’t just provide a service and then disappear; instead, they are entrenched in their customers’ lives, dealing with their homes, cars, education, and finances. As such, financial institutions need a specific kind of writing that generates trust, provides information, and demonstrates that they care about their customers.
The following are four copywriting tips for financial institutions that do exactly that.
When writing for financial institutions, you don’t want to write poetically or technically. What you need to do is write with clarity—to write with clarity is to communicate in a way your customers understand. There are numerous ways you can increase clarity. For example, you can avoid nominalizations, create examples, define technical terms, make tables and graphs, and use bullet points. These types of techniques help to establish both understanding and trust.
While you want to be clear in your writing, you also want your customers’ attention. You can grab their attention by enticing them through fascination, a tool that can be used to create an emotional response in your customers. The Kelton Fascination Study breaks it down into seven facets: lust, mystique, alarm, prestige, power, vice, and trust. You utilize these facets by matching them with the need you’re filling or the problem you’re solving. For example, a student loan can be paired with prestige as the subsequent diploma is a sign of achievement and rank.
Your customers won’t find your product or service inherently valuable. What they find valuable is something that solves their problems or satisfies their needs. Benefits do just that — this is why you stress the benefits rather than the features. They emotionally engage the reader, and you can emphasize on that engagement through storytelling. For example, you can market an auto loan by telling your customers that they can make family memories on road trips in their new car.
Generalizations aren’t persuasive. To create writing that packs a punch, you need to write as though you are writing to a very specific person. Take the “Guinness Guide to Oysters” for example. It targets a specific kind of customer that likes Guinness and oysters. This targeted marketing ad was so successful that it led to a series of Guinness Guides. You need to do the same kind of targeted writing for your services and products.
Put it all together
When you use these four techniques, you get a very unique type of persuasive copywriting that is ideal for financial institutions. It generates trust, provides information, and demonstrates dedication to their customers. This type of writing doesn’t just persuade your customers to buy products and services, it persuades your customers to form a lasting relationship with your financial institution.
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