{"id":50555,"date":"2022-10-13T09:13:51","date_gmt":"2022-10-13T16:13:51","guid":{"rendered":"https:\/\/insights.fmgsuite.com\/?p=50555"},"modified":"2023-09-28T11:47:22","modified_gmt":"2023-09-28T18:47:22","slug":"5-must-follow-copywriting-rules-to-elevate-your-communications","status":"publish","type":"post","link":"https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/5-must-follow-copywriting-rules-to-elevate-your-communications\/","title":{"rendered":"7 Must-Follow Copywriting Tips for Financial Advisors"},"content":{"rendered":"

According to YCharts, poor communication is the number one reason clients leave their financial advisors. And during times of volatility, timely and effective communication is doubly important. <\/span>But that does not mean advisors should rush out to write something. Going too quickly can often result in poor quality, which can be almost just as bad as never communicating. <\/span>Luckily, by following a few copywriting tips, you can write an effective message while still saving yourself time. Read on to learn more about these 7 copywriting tips and how you can use them to improve your client communications.\u00a0<\/span><\/p>\n

1. Use the Right Formatting<\/h2>\n

For the first of our copywriting tips, always think of your reader when formatting your writing. What do they want? Like most of us, they\u2019re looking to receive the information they\u2019re looking for as quickly as possible. <\/span>The best way to do this is to ensure your message is concise. Consider headers and sentence breaks, and never write in large, blocked paragraphs \u2013 in short, make your writing skimmable.\u00a0<\/span><\/p>\n

Readers can then determine what information they deem is worth their attention and move between sections with ease. Effective formatting can also be used to help spotlight certain elements of your message as well. For example, a link in an email will stand out better if it isn\u2019t surrounded by other text. <\/span>The exact format of your message will depend on its content, but whether it\u2019s a blog or email, the writing style will remain relatively the same. If you’re looking for additional information on creating a financial advisor blog, this article can help<\/a>.\u00a0<\/span><\/p>\n

2. Write As Your Speak<\/h2>\n

Formal writing is often the standard in business, but in many cases, a lighter approach can be more effective and relatable. Readers want to feel like they\u2019re reading something from a person, especially if that person is handling their finances. <\/span>For this reason, try using conversational language in your communications when possible. Of course, how light-hearted you get will depend on your brand. So, only write conversationally when appropriate. <\/span>Such an approach can benefit all forms of communication, from emails and blogs to social posts. For example, a social post that\u2019s more relatable often garners more engagement \u2013 after all, people prefer to connect with people over brands.\u00a0<\/span><\/p>\n

3. Write for Your Customers, Not for Yourself<\/h2>\n

The main goal of copywriting is to induce action from the reader, whether that\u2019s signing up for a newsletter, getting a quote, or making a purchase. That\u2019s why, as mentioned in point one, it\u2019s important to write for your customers, not for your company. <\/span>But beyond formatting, how can you do that? A great place to start is to look at your company\u2019s testimonials and messages. What sort of language does your audience use? What kind of problems do they want to be solved, and how can you present yourself as a solution? <\/span>For clients, this can help support a sense of timeliness, especially if your research \u2013 and your customers\u2019 concerns \u2013 are recent. <\/span>For prospects, such research helps demonstrate your expertise and awareness, improving their chances they contact you.\u00a0<\/span><\/p>\n

4. Use Imagery to Support Your Copy<\/h2>\n

One of the best copywriting tips is to not use copy at all. Images can be used to share data, describe concepts and break apart your text, effectively improving engagement. <\/span>In fact, research shows that content with images receives up to 40% more shares compared to imageless counterparts. <\/span>Since humans can interpret images faster than text, images are able to instantly communicate a message without opting for a large wall of text. This helps improve the skim-ability of the article and makes it more engaging. <\/span>Of course, images do not need to be only for graphs and data. They can also be used for branding purposes and add a sense of levity to a message – especially in emails and social posts.\u00a0<\/span><\/p>\n

5. Prioritize Active Voice<\/h2>\n

Beyond making your writing more engaging, using an active voice also brings clarity to your writing \u2013 both essential elements to client communication and marketing as a whole.<\/span><\/p>\n

But what does this look like? As an example, compare these two sentences:<\/span><\/p>\n