There is no other topic more sensitive than money. When conversations start leaning towards these green bills, most people would steer clear – and for good reason. In the world of today, there is much to be wary of, after all.
While it is unfortunate to admit, there are people who are just looking for opportunities to take advantage of others. This is why many people are rightfully vigilant, especially when it comes to their finances.
What does this mean for you?
As a provider of financial services, it is important for you to be able to relay your good intentions to your market in the clearest and most comprehensive way possible. Marketing for the finance industry may have its challenges (read more), but with the right technique backed up by the right values, we are positive that you would be able to deliver the right message and overcome the hesitations of your target market.
In order to make sure that you establish your company as a brand authority in the online financial industry, it is important that your values are congruent with your content marketing efforts.
You have to start at the very core of your company – what you stand for, what you’ve set out to do, what value are you bringing into the market, and what impact you want to have with your products and services.
Being able to discern what your company’s identity is and transforming that into written content is what will give your copy depth, heart, and credibility. Here are some values that your copywriting should embody in order to effectively reach your target audience.
Transparency
Whether you are personally writing content for your company or you have outsourced the task to companies like Creatives on Call financial services copywriting, it’s important that the content is true, honest, and transparent. This goes for every type of content you publish online and offline – blog posts, social media posts, written announcements, etc. You have to make sure that you are upholding the value of transparency at all times.
The reason for this is very simple: Whenever money is involved, transparency always wins the audience’s trust. Contrary to popular opinion, being upfront and honest about where the money goes, what it will be used for, what returns they can expect, and what risks are involved can actually help you garner the market’s confidence in your business.
While most companies prefer to keep their clients in the dark or only provide them with a vague understanding of how their finances are being used, you should do the opposite. Thinking along the lines of “out of sight, out of mind” is very dangerous and will only cause you trouble later on. It is far better that they retain your services fully aware of both the benefits and the risks.
Accuracy
The next thing on the list is accuracy. When writing content related to finances, it’s important to get your facts right. Don’t throw random numbers; don’t make claims that can’t be backed up by factual data. These discrepancies, while seemingly harmless, can bite you in the back later on – especially when the inaccuracies come to light.
When producing write-ups for your audience, regardless of the purpose, make sure you get your facts straight. More tips here: https://blogs.oracle.com/marketingcloud/post/keys-successful-financial-services-marketing. If you do not have the time to do proper research yourself, there are copywriting experts who specialize in the financial service industry. Instead of completing the task haphazardly, you might as well find the right people who can do it for you with strict accuracy.
Integrity
One other value you must uphold, not just in your writing but in how you do business in general, is integrity. No marketing strategy or method will ever outperform a company that leads and serves with integral intentions. It means doing what is right even when no one is looking; doing what is fair and appropriate for your clients even if they are completely unaware of it.
Integrity is priceless and irreplaceable. And if your company truly operates from that place, it should be reflected in the content you put out into the world.
Responsibility
Lastly, we have responsibility. People naturally gravitate towards companies who show that they know how to take responsibility. This is especially true for the finance industry where the stakes are high, and people’s anxiety is even higher. If you show through your content that your company knows how to take responsibility when the going gets tough, you’ll eventually earn your audience’s trust and respect.
People seek your services for a reason. You have to be responsible enough to respond only when you know you have the right product or service to help them.