A Financial Copywriter isn’t perhaps the first person you think of to write content for a software company but read on, as you’ll find that there are some very good reasons why it makes sense.
You see you shouldn’t necessarily be writing for your own industry. (although it is possible you may want to, see below)
The people you are writing for are your customers.
It may seem obvious, but it’s actually a lesson that many people forget and they do so at their peril.
Technical feels good, but actually is bad
This is one of the main problems.
It doesn’t really matter what business you are in and we’re all guilty of this.
You see when I worked as an accountant I made the mistake of thinking that my clients wanted to know that I had completed the bank rec and that form CT600 was ready to go in…
It wasn’t until some way into my career that I realised that many of them wanted two things from me; they wanted me to tell them if things were good, or if there was something they needed to think about.
They genuinely didn’t care that I knew the HMRC code for the form I was sending in, and me telling them it was just me showing off.
Technical details interest people that are in the same industry, but they don’t excite clients to the same degree.
What interests clients is the effect that their application has on their business.
Tone of voice matters
Admittedly I am breaking my own rule here because tone of voice is a technical term used in copywriting.
It means the way things are phrased, the language used, the manner of writing.
The problem is that unless you are a member of the clan you are speaking to then you may not understand what the tone of voice should sound like.
We’re all members of clans and accountants are no different. We have a way of speaking but we are also customers.
I can promise you that if you start using IT type technical terms in a piece aimed at engaging accountants you will be wasting your time largely.
You can find out more about tone of voice by clicking on the image below
So imagine this; you have an app that is designed to make running an accountancy practice easier.
You have two pieces written, one by your head of sales and one by an accountant who has run an accountancy practice.
Which one carries more weight?
Exactly. So having a copywriter who is experienced in the field as a guest blogger adds weight to your proposition.
Naturally you have to use their name and credentials and some copywriters may not be comfortable with that , but many are.
It’s not about features, it’s about effects
A technical or general copywriter can probably write a great blog all about the features of a piece of software.
But what your customers want to know is what the effect will be.
How will it help their practice?
How will it help their clients?
How will it help their staff?
If you aren’t able to articulate this in the tone of voice that your potential customer base understand then you can forget it.
Why you need a financial copywriter for your software company.
It doesn’t really matter what your software does, what matters is how you talk to your customers.
A great financial copywriter will;
- Speak in the tone of voice your customers prefer
- Use the language of your customers
- Understand the effects and benefits of your app
- Automatically understand the issues your customers are having
- Add weight to your offer
- Add credibility to your content
- Be able to articulate all of this in an engaging piece of content.
So that’s it:- if you are wanting to sell into the accounting and bookkeeping space then you need a proper financial copywriter.
Now where can you find one of them?