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Ian Castle

t: 01452 523123
A3 Elmbridge Court Business Park,
Cheltenham Road East,

Financial copywriter smarts: briefing effective financial copywriting.

Five quick tips to hone your next financial copy brief…

Successful finance brands have an advantage: a (hopefully) good pedigree to support the launch of new products. But for new market entrants, the position is different: it’s all about winning belief and trust right from the start. My financial copywriting experience over the years spans both these scenarios.

If you’re preparing to hire or brief a financial copywriter, these five quick tips will help to get the best results.

1) Think about tone: who is the voice of your brand? A ‘trusted colleague’? A ‘friend’ or ‘mate’? A ‘helpful stranger’? Talk this though as part of the brief. If you’re looking for a new approach, a quick pen portrait of your prospect segments will help shape the brand’s tone of voice.

2) Be smart about compliance: discuss key FSA compliance issues at the outset, but don’t over-obsess with detail too early. Wait. Give your writer the chance to develop a flowing platform, then involve them in the legal fine-tuning alongside your team. You’ll get a far more polished result that still ticks all the regulatory boxes.

3) Insist on clarity: of course financial products can be complex. But sales copy can still be succinct, precise and clear. Has your writer really distilled out what a customer most needs to know?

4) Talk to - not at - prospects: be careful your pitch doesn’t become an intellectual cudgel. You’ll garner far more attention if copy creates empathy: “In fact, most people don’t even realise that…”

5) Check a writer’s copy samples: not just in finance, but for other sectors too. Good finance copywriters offer wide commercial experience. My folio includes retail and IFA copy for pensions, mortgages, insurance, Foreign Exchange, lending and savings/investments (ISAs). But it also includes work for major automotive, hotel, food and technology brands – to name but a few.


Website copywriting,

No more awkward conversations

One thing in life is certain: at some point, it'll end. Hopefully that’s decades away. But occasionally the unexpected can happen. So make a plan: compile cherished memories, photos and a playlist. Set down your wishes and key contacts.

Copywriting for UK consumer launch collateral, NewWorld Mortgages, Commonwealth Bank of Australia

How much do you want to borrow?

New World lives in the real world. We know not everyone can afford, nor even wants to buy a home on a single income. Equally, not everyone is a permanent employee with years of service behind them. We take a realistic approach with our mortgage lending criteria.

UK brochure copywriting for NewWorld Insurance from Commonwealth Bank of Australia

Don't worry. We're looking out for you.

A mortgage is a long term financial commitment. How would you manage if you couldn't work because of an accident, illness or involuntary unemployment?

Copy re-style for Bradford & Bingley consumer finance guides

Let's look forward to an enjoyable retirement

What we don't need to tell you is that pension planning is a real priority. You've heard it a million times already. Instead, we'll simply explain - as simply as we can - the essentials you really need to know.

Script and scenario development, Egg remortgage podcast

Over the next few minutes...

... I'm going to be talking to several people to find out precisely what they find confusing, giving them some clear guidance about what they should be thinking about faced with their own mortgage situation. Our first co-buyers are Suzy and Georgina...

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