Financial copywriters are a specialist breed and you need to make sure you are hiring the right one.
Some of the attributes you’ll be looking for from your financial copywriter are obvious, some not so and may surprise you.
But all of the things in this post are important to consider if you are about to trust your brand to a writer.
Copywriting experience
Well it goes without saying right?
But really, if you are looking for a copywriter then hire a copywriter, don’t think that someone from the office can do it because ‘it’s only a few words’.
Copywriting takes skill and is harder than it looks.
You might want to find someone who understands SEO or who has experience writing for an insurance company or someone who is really good at making techincal subjects accessible.
But whatever you want you’ll need a copywriter
Financial experience
This is always helpful.
OK so some financial copywriters are amazing even though they have never worked in financial services but not many.
Frankly if you want someone to write about your accountancy software or your B2C loans or your whizzy new fintech app then it’s going to be a lot easier if the person understands a chart of accounts and APR calculations.
It saves you a lot of time explaining things too!
Something to add
What’s the difference between a good financial copywriter and a great one?
No it’s not a joke.
Genuinely, the difference is that a great financial copywriter will add something to your business.
They’ll come with ideas, tips and tricks to make your copy stand out.
They’ll have something to add to the conversation and it might even be totally unrelated to the copy they are writing.
Good standard of English
You might think that this is a given in the copywriting industry but you’d be wrong.
I’m always amazed when I see work from other writers that just doesn’t make sense.
Or has speeling errors (just my little joke).
Or has clearly been written by AI.
If that spelling error is annoying you then think what it will do to your clients.
Attention to detail
This isn’t just the details that go along with copywriting; it’s the detail that goes along with the gig.
Answering emails
Asking questions is they don;t understand
Making sure their copy is accurate
Delivering on time.
This is one thing that gets my goat. You have a deadline and I’d expect to deliver my copy by then if not before.
Some copywriters just don’t bother.
They get you
This is one of those ‘soft’ things that can’t be quantified but it is absolutely imperative.
They have to get you.
They have to get your company.
They have to understand your tone of voice.
If there’s a mismatch then it’s likely that the copy they provide, whilst great, doesn’t quite do what you want it to.
A great financial copywriter will understand what you are about and how to add real value to your team.
You like them
People laugh when I say this but one of the reasons that I went freelance is that I wanted the freedom to work with people I like.
And you should like your copywriter too.
Life is too short for tetchy meetings and awkward email exchanges.
It’s Friday PM and you want to talk about your campaign but you don’t mind having a little bit of a laugh too.
You have to like the people you are working with, otherwise the time passes very slowly indeed.
Financial copywriters are a different breed
We work differently and we think differently but we’re not that odd!
Someone who has worked in finance for any length of time will understand that there are some things you can say and some you can’t.
They’ll be as invested in the work as you are.
And they’ll add to the project by bringing their knowledge and experience to bear.
If you’d like to have a chat and find out how I can help your business then click the button and let’s talk.
