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The Financial Copywriter

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 Front cover of Dale Carnegie's book

The cardinal rule of content marketing copy: Put your customers' interests first.

Content marketing must be useful and relevant. It should reveal insights, solve problems or provide answers. As blogs (for example) become more comprehensive, more thoroughly researched and longer than ever, content that amounts to nothing much, will fail to make a positive impression.


  • To convey the nature, scope and depth of your expertise in your particular field
  • To ensure that whatever you say, is interesting and informative
  • To demonstrate that you listen to customers and you're cognisant of their needs
  • To reinforce your SEO efforts and strategies

Relating, reassuring, informing
Using a digital channel to overtly promote your brand, your product, your new offices, et al, is a waste of time. By failing to deliver what was expected, customers feel cheated and your brand or interests are damaged. Content marketing is not a form of advertising. It's a way of showing that you understand what's important to your customers and what isn't.

Sourcing the content for your content

The content marketer’s lot is not an easy one. Identifying less than obvious topics and themes which are of genuine interest to people, involves prospecting on less than firm creative ground for most marketers. And of course once the content ball is rolling, it has to be kept rolling. The treadmill that it is digital marketing! But it can be made easier.

Ideas and angles are there for the taking—if you know where to look
Inspiration might be found in an aspect of your business, products or activities that’s seemingly irrelevant. Or a fundamental attraction that’s being taken for granted. An aside or a comment made during a conversation could spark something off. The point is, I know how to find the angles and insights your digital marketing programs thrive on.

Writing the content for your content

Top-grade content relies on more than good copy. It’s about taking a step back. Questioning assumptions. Looking beyond the obvious. Talking to people. Reading between the lines. Then giving everything a good shake, tipping it out and seeing what you’re left with. That’s what it takes to write content that builds a rapport with your audience.

Enlightenment builds trust; trust builds traffic
The content in your content marketing should be at least useful—if not helpful. Providing good, solid advice and relevant insights helps foster trust with prospects and customers. The question is: what aspects of your activities (some of which may be less than obvious) are pertinent to your customers' lives?

Segmentation? Personalisation!
Given that you can slice and dice digital exactly as you wish, writing for digital is about fine-tuning. So each channel—mobile, email, website, paid and organic search, display ads, social media etc,—warrants its own form of words. And the more platforms and channels you use, the more personalised and nuanced your content should be.

My stuff gets read
Although I have a good all-round knowledge of digital marketing, it's not what I spend my day doing. I prefer to focus on creating financial services marketing content which people can relate to and engage with. Blogs, white papers, thought leadership, on-page SEO—you name it, I write it. The touch can be light, or not; word counts as low or as high as you (or the subject) dictate.

And I don’t need to be told anything twice.

Blogs, ads, white papers, articles, emails created for:

Securities lending platform for the cryptoeconomy

JHC Systems
Fintech for investment platforms and wealth managers

AML Group
Full-service creative financial services advertising ad agency

Executive career representation and job search