It’s no secret that fintech copywriting can be challenging. The key to overcoming those challenges rests in the ability to identify and tackle them head-on with effective solutions. In this article, we’ll walk through some of these big obstacles and what you can do to overcome them.
1. Not Having Good Background Information
One of the top fintech copywriting challenges we hear is the lack of background information. Great fintech copywriting requires solid research. Fact-based findings and data are often the backbone of — or should at least inform — fintech copy. While stats and data points can be critical, simply having context around your subject matter can make a world of difference when it comes to telling a meaningful story for your audience.
Gathering background information, sources, and stats can be accomplished with a simple web search where you can access a plethora of thought leadership. The downside to web research is that not all research is credible research. Here are some things to keep in mind as you are doing background research for your content:
- If you’re tapping news sources, make sure that they’re credible and objective. Yes, that means you may have to do web research on your web research, but it’s worth it to make sure the information you’re collecting is genuine, thoroughly investigated, and correct.
- Pro tip: Seek out trustworthy writers, authors, reporters, or other journalists that have established credibility for their coverage of the fintech space.
- Look for consistency in data across sources. Of course, some data may be proprietary and not found anywhere else, but it should still jibe with the general information and trends you’re coming across in your research.
- Pro tip: Be sure all data points can be traced back to primary research, survey results, or other credible sources.
- Have an expert verify your data. If you’re unsure of a data point, run it past someone in the know.
2. Not Interviewing Subject Matter Experts
Fintech is full of subject matter experts (SMEs) who produce blogs, interviews, and other content. Consider interviewing subject matter experts to add a level of credibility to your content; they can contribute alternative points of view and third-party knowledge that can strengthen and add depth to your content.
Leveraging SMEs can add credibility and new perspectives to your content, broadening its appeal. To find SMEs, pay attention to the names that pop up most as you’re researching. Look at bylines, scan social media platforms to find the most vocal and followed people, and see what other fintech organizations are sharing (and who produced it). Other ways to work with SMEs include:
- Interviewing experts for an “insights” piece that features a spectrum of opinions that you pull together and design into an infographic or ebook. You can ask participants to share with their audience as well, extending your reach.
- Create a survey or poll to conduct some of your own primary research. Depending on your capabilities, this could be very in-depth or it might be as simple as a social media survey. Publish your findings as part of an article or infographic.
- Leverage SMEs as influencers and collaborate on sharing each other’s content across digital channels.
3. Missing Emotion
Lack of emotion is one of the biggest fintech copywriting challenges. Connection in content marketing and storytelling is key. One of the most overlooked ways to establish connection in the B2B space is via emotion. Emotional appeal can capture an audience’s attention and keep them hooked. Emotion can also help build trust and credibility. Still not convinced? Consider that Google in partnership with CEB found:
- Most B2C brands have emotional connections with somewhere between 10% and 40% of customers. On the B2B side? Seven out of nine of the B2B brands had emotional connections with more than 50% of their customers.
- From a buyer’s perspective, B2B buyers are nearly 50% more apt to make a purchase where they can see personal value (e.g., it poses an opportunity for career advancement)
- B2B buyers are eight times more likely to pay a premium where they feel this personal value is present.
Adding emotion to your content requires you to be vulnerable. In other words, you may need to stop self-censoring your content in certain ways that make it less genuine. Take risks. Embrace your organization’s/product’s/solution’s imperfections. Be honest. These are the little bits of humanness that intrigue and attract your target audience. Some ways to infuse your content with emotion include:
- Putting yourself in your decision maker’s shoes and considering what personal roadblocks or ramifications they face because of the “big picture” pain point. Use that perspective to guide and inform your content.
- Being authentic by adding a little brand personality. Don’t shy away from talking about missteps or outright failures—if they can help your audience.
- Exposing the real side of your business—and the people and personalities that make up your organization. This puts a face to the logo and inspires connection with the people to whom you’re trying to sell.
4. Not Building a Compelling Story
The inability to use storytelling is another major fintech copywriting challenge. We’ve talked previously about building a winning framework for fintech storytelling, which relies on your ability to understand your core audience and their biggest pain points to deliver meaningful value. Sure, you can convey this information in a straightforward article or blog post, but your target audience will be much more apt to engage if it’s wrapped into a compelling story.
This is where you have an opportunity to be creative and authentic. Get creative in how you frame your stories and remember that stories can go beyond simple case studies. Use realistic hypotheticals and invite your audience to join you on an interesting journey that offers personal value to them. Some considerations to remember include:
- Being relatable and human. Remember to use human language over jargon and complex wording.
- Build a brand tone & voice. This is something your audience can come to know you by and can help in relationship- and trust-building.
- Honesty. Honesty drives credibility, trust, and loyalty. Ensuring your content is thoroughly researched, accurate, and transparent can go a long way with your audience.
Fintech copywriting challenges come with the territory, but all it takes is a little planning and effort to overcome them. Your audience is relying on you to engage, entertain, and educate them.