The post From Leads to Loyal Customers: The Copywriting Secrets That Fintech Companies Need to Know appeared first on Copytrigger.
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The rise of Fintech companies has revolutionized the way people handle their finances. With the growth of technology and innovation, financial services are no longer limited to traditional banks and credit unions. Fintech companies have disrupted the industry, providing more accessible and affordable solutions for everyone, including the previously unbanked.
However, with so many companies competing for customer attention, it’s important to develop an effective copywriting strategy to stand out in the crowd. In this article, we’ll explore some specific copywriting strategies that work best for growing high-quality leads, more revenue, and loyal customers for Fintech companies.
Understand Your Target Audience
The first step to crafting a successful copywriting strategy is to understand your audience. Who are you targeting, and what motivates them?
Are they young professionals looking for a convenient way to manage their finances, or are they retirees looking for secure investment opportunities? Understanding your audience’s needs and pain points will help you create messaging that resonates with them.
Some important ways to understand your audience include:
reading your reviews and chat transcripts- surveying customers
- sending a follow-up email after a purchase
- talking with your sales and support team
- browsing niche forums
- checking blog comments
- developing specific buyer personas
These personas are fictional representations of your ideal customer, and they include demographic information, goals, challenges, and pain points. Once you’ve created your buyer personas and researched your customers, you can tailor your messaging to address their specific needs and concerns.
Use Clear and Concise Language
When it comes to copywriting for Fintech companies, using clear and concise language is essential. Financial jargon can be confusing for many people, and it’s important to avoid using industry-specific terms that your audience may not comprehend. Instead, use simple language that is easy to read and understand.
For example, instead of saying “our financial products offer high yield returns,” say “our financial products help you grow your money faster.” Sticking to uncomplicated language makes your messaging more accessible and relatable to a wider audience.
Focus on the Benefits and Outcomes
When writing copy for Fintech companies, it’s important to focus on the benefits of your products or services. People are not interested in the features of a product, but rather in the benefits they will receive from using it.
For example, instead of focusing on the fact that your investment platform has a low fee structure, emphasize the fact that your customers can save more money by using your platform.
Highlighting the benefits of your products or services can help you create messaging that resonates with your audience. By pointing out the outcomes of those benefits, you can show your customers how your products or services can help them achieve their financial goals.
Build Trust With Social Proof
In the world of Fintech, trust is essential. People want to know that they can rely on putting their money into the hands of their financial services provider.
An essential approach for building trust is to use social proof in your copywriting. Social proof is the idea that people are more likely to have confidence in a product or service if they see that others have had a positive experience with it.
For example, you can include customer testimonials on your website or in your marketing materials. You can also feature any awards or recognitions your company has received. You can show your audience that your products or services are reliable and trustworthy when you provide social proof.
Create a Sense of Urgency
Creating a sense of urgency can be a powerful way to encourage people to take action. In the world of Fintech, this can be particularly useful when it comes to investing.
Many people may be hesitant to invest their money, but by promoting a sense of urgency, you can encourage them to do so. For example, you can use language such as “limited time offer” or “act now” to create a sense of urgency.
You can also use scarcity tactics, such as limiting the number of spots available or the time period in which the offer is available. You can encourage people to get started with investing now by adding a sense of urgency to your Fintech copywriting.
Offer Helpful Educational Resources
Many people may be unfamiliar with the world of finance and investing, and may be hesitant to use Fintech services because they feel overwhelmed or intimidated. You can overcome this barrier by offering educational resources in your copywriting.
You can help your audience better understand financial concepts and investment strategies to make them more comfortable using your products or services. This can also position your company as an authoritative source of information.
Some examples of educational resources you can provide include blog posts, white papers, webinars, and how-to guides. With these assets, you can convince your audience that you are committed to helping them achieve their financial goals.
Establish a Personal Connection
In the world of finance, it can be easy to feel like a number. However, by establishing a personal connection with your audience, you can prove to them that you value their business and care about their financial well-being.
An excellent method to develop a personal connection is to use storytelling in your copywriting. By sharing stories of real customers who have used your products or services, you can demonstrate to your audience how your company has helped others achieve their financial goals. You can also use personal anecdotes to represent how your company is committed to providing personalized solutions for each customer.
In addition to storytelling, you can include personalized messaging in your copywriting. For example, you can address your audience by their first name in email marketing campaigns, or you can craft personalized landing pages that speak directly to their needs and concerns.
Optimize Your Copy for SEO
Finally, it’s important to optimize your copywriting for search engines. When people are looking for financial services or products, they often turn to search engines to find information. You can increase your visibility in search results and drive more traffic to your website by optimizing your copywriting for SEO.
Some crucial SEO strategies for Fintech companies include using keywords that are relevant to your products or services, creating valuable content that truly serves your audience, and building high-quality backlinks to your website.
Conclusion
In this article, we’ve examined several copywriting strategies that can be effective for growing leads, revenue, and loyal customers for Fintech companies.
You can produce messaging that resonates with your ideal customer and encourages them to take action by understanding your audience, using clear and concise language, focusing on the benefits and outcomes, using social proof, creating a sense of urgency, providing educational resources, developing a personal connection, and optimizing for SEO.
With these copywriting tips, you can position your Fintech company as a trusted source of financial services and products and help your customers achieve their desired financial goals.
Did I miss any other fintech copywriting secrets? Please share your thoughts in the comment section below. I’d love to know what you think.
The post From Leads to Loyal Customers: The Copywriting Secrets That Fintech Companies Need to Know appeared first on Copytrigger.
]]>Your confusing and turning away customers when you overuse unclear technical jargon in your B2B SaaS product copy.
The nature of the tech industry makes it difficult to completely avoid using jargon in SaaS copywriting. Many companies have websites that look similar offering complex products with complicated features.
Here are some effective ways to introduce more clarity into your B2B SaaS copywriting (much of which I learned from being a student of Copyhackers’ Copy School).
The post Want B2B SaaS Copywriting That Works? Make Clarity Your Ultimate Mission appeared first on Copytrigger.
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What can make or break your B2B SaaS copywriting above all else? Clarity. If your copy’s not clear people don’t know what you’re offering and how it can help them.
Your confusing and turning away customers when you overuse unclear technical jargon in your B2B SaaS product copy.
The nature of the tech industry makes it difficult to completely avoid using jargon in SaaS copywriting. Many companies have websites that look similar offering complex products with complicated features.
These sites are often chock-full of “techspeak” that people can’t fully understand and skim over (or simply don’t read).
Here are some effective ways to introduce more clarity into your B2B SaaS copywriting (much of which I learned from being a student of Copyhackers’ Copy School).
By being clear, you give your ideal customer the chance to benefit from how your B2B SaaS product helps make their life or biz better.
Why it’s crucial to make clarity your ultimate mission
As a business selling to other businesses, B2B SaaS companies can get away with using a bit more complicated language and commonly known industry jargon.
This can increase a sense of solidarity and authority as an industry leader. But since you’re still selling to humans, you need to talk like a human to form an emotional connection with people.
One of the biggest problems with not being clear in your B2B SaaS copywriting is that it undermines trust.
To some, it may sound like you don’t understand what you’re talking about, but want to sound like you do. People also don’t understand how your B2B SaaS product helps them, so it stops them from subscribing or buying.
Even if your competition is overusing common jargon words in your industry that doesn’t always mean you should too.
For example, words like “cutting edge” and “start-of-the-art” are often tossed around in the software industry, but they’re so overused that they don’t add any meaning.
This can make your copy full of adverbs (such as “like if”, “just”, “that”, “there is”) and filler words that make your writing wordy. As a result, your reader won’t be able to feel what you’re describing.
This is how a lack of clarity can become disastrous for the bottom line of B2B SaaS companies with highly technical products and features.
B2B SaaS copy: 7 methods for improving clarity
As a conversion copywriter, my writing process begins with research. User tests can allow you to see what language your visitors are getting hung up on.
This way you can know who you’re writing to, which words you can use, and which words are too formal or complicated.
For instance, a huge part of writing a website is talking about the product and its features. This can get highly technical and go over the heads of people, even if they’re C-Suite decision-makers who are working in your industry.
So make it your first priority to be clear above all else. Identify the single goal of the page or other piece you’re writing to help you keep in mind what you want the reader to do.
You can then use these 7 methods to improve the overall clarity of your B2B SaaS copywriting:
1. Switch out nouns and adverbs for verbs
A simple way to make your writing more clear and direct is to switch out nouns and adverbs for verbs. It’s much easier to create a powerful picture in your customer’s mind when you include strong action verbs.
It’s like you’re telling your audience a story. And stories are a powerful way to connect with your audience. You can keep an eye on which nouns need to be verbs by reading your writing aloud or having a friend read it to you.
You also need to remain consistent on verb tenses. When your audience can’t follow your writing’s logic, they’ll perceive you and your brand as unreasonable.
People feel more comfortable buying from someone they feel is rational.
2. Avoid using the passive voice
The active voice sounds more confident than the passive voice. So, avoid using the passive voice in your B2B SaaS copywriting as much as possible.
When you convey clarity and confidence in your writing, it’ll rub off on your customers, making them trust you more.
3. Put one thought in each sentence
Another rule I learned from Copyhackers is to put one thought in each sentence.
This is a rule especially relevant for writing for the web. It helps people read and understand what you’re saying.
Allow people to process information one idea at a time instead of overwhelming them with a mass of ideas coming at them all at once.
When your copy is easily digestible, people won’t struggle to understand the value of your B2B SaaS product.
4. Make your copywriting take up space
When you allow your copy to take up space on the page, it catches the reader’s eye. Some copywriters even make one-sentence paragraphs.
This can especially help attract spontaneous decision-makers who tend to scan the page when it looks effortless to read.
Of course, you need to know what type of decision-maker you’re wanting to focus on. Someone more methodical may be willing to read more densely packed copy.
But generally the more white space there is around the copy, the easier it is on the eyes.
5. Stagger your sentence lengths
You can make your B2B SaaS copywriting sound better by purposefully staggering sentence lengths.
For example, you can have a long sentence and then a short one. Or two long sentences and then two short sentences.
You can also break up bigger sentences into individual, shorter sentences. You can even use choppy sentences that actually aren’t full sentences to capture people’s attention.
Copyhackers taught me that clear writing is physically easy to read as well as persuasive.
6. “Sweep” for clarity after writing your final draft
To start, read through your draft for clarity. Run down the page and highlight anything that feels wrong.
Cut and rewrite what doesn’t seem clear to you. Remove any summarized stuff. You can also edit for voice and tone and do what Copyhackers calls the “so what”, “prove it” and “specificity” sweeps.
When you read through your copy, put yourself in your reader’s shoes and ask yourself, “so what?” and “prove it”.
This way, you can make sure your argument is clear, and that you’ve made the points you needed to make.
Joanna Wiebe has also recommended highlighting out “and, or, but”. Then you can question if the conjunction works, or if it’s only adding more things for your readers to think about.
The reader’s brain can focus on one thing best, so it’s essential not to throw everything at them at once.
7. The “You” Rule
This is my all-time favorite secret weapon to improve clarity. When you visit a website, you’re looking to solve a problem you have. Joanna Wiebe calls it “The You Rule”.
People see themselves reflected on the page when each sentence begins with the thing people care most about. Themselves.
When you make “you” the subject of every sentence, people more clearly see how your B2B SaaS product solves their problems and makes their lives and businesses better.
Conclusion
To finish up, review any changes one last time to make sure you haven’t compromised the most important thing. Clarity.
Congrats! Now you don’t have to worry that your B2B SaaS copywriting sounds like a robot (or a lawyer, sorry sis) ever again.
I hope these copywriting tips on clarity help your B2B SaaS product get the attention and customers it deserves. 
You can reach out to a B2B SaaS copywriter if you find yourself completely overwhelmed by buzzwords, jargon, and techspeak.
You can also sign up on my website to get tips, updates, and advice on conversion copywriting for B2B SaaS sent directly to your inbox.
What do you think about the importance of clarity in copywriting? Do you use any methods that I may have missed? Feel free to share your thoughts 
The post Want B2B SaaS Copywriting That Works? Make Clarity Your Ultimate Mission appeared first on Copytrigger.
]]>The post Blogs vs. Web Copy: 7 Critical Differences Every Business Should Know appeared first on Copytrigger.
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Blogging for your business is important for many reasons. These include improving your brand awareness, educating your audience, ranking in search engines, and building your online authority.
Your web copy is just as essential but it has a different purpose. Its aim is to convince people to take action based on the benefits of your product or service.
It can be confusing for businesses to understand how blogs and web copy fit into a greater content strategy. Here are the critical differences you should know to avoid decreasing the effectiveness of your online marketing.
Difference #1: Stage of Buyer’s Journey
Blogs are at the top of the inbound marketing sales funnel. They’re perfect for engaging website visitors who are looking for the best answer to a problem. You can build your online authority and nurture customer relationships by providing trustworthy information that guides people towards a solution.
Of course, blogs (and other content marketing) can also help visitors who are already considering a solution. In the case of B2B buyers, The Demand Gen Report found that 47 percent rely on blog content in the research phase, viewing three to five pieces of content before contacting a sales representative. This is because the B2B buying process can be more complex, thus requiring more customer touchpoints.
In contrast, web copy is near the bottom of the sales funnel. Its goal is to get visitors to complete an action that moves them towards a purchase. This may be subscribing to an email list, registering for a membership, filling out a contact form, or scheduling a demo.
Web copy is on the main pages of your website. This includes the homepage, About page, product and service pages, and other sales pages.
Web copy's goal is to get visitors to complete an action towards a purchase
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Difference #2: Messaging
When you have only seconds to capture your visitor’s attention, your website copy needs to be concise and persuasive. Because it’s ultimately what’s going to keep your business growing.
Compelling web copy uses proven frameworks like AIDA and PAS to:
- Agitate the pain points of your prospect’s current problem that they’re looking for your product/service to solve
- Hook your prospect’s attention by leading with the strongest benefit
- Convince your prospect to imagine how much their life will improve with your product/service
- Support your offer with social proof like reviews and testimonials
- Address the reasons why your prospect might not want to purchase
- Show your prospect what they’ll lose if they don’t act
- Provide a frictionless call-to-action (CTA)
Web copy also uses psychological techniques and emotional triggers like curiosity to generate sales. Blogs focus on educating an audience with tips and techniques, interviews with subject matter experts, and other informational messaging.
Blogs educate an audience with helpful tips, strategies and other informational messaging
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Difference #3: Length
Longer blog posts perform better with website visitors and search engines. This is because people are performing more long-tail keyword searches to find an exact answer to their question. Long-form posts also attract more backlinks and organic traffic and build your authority faster online.
Unlike blog posts, longer web copy is not always better. Long copy converts well in general but you want a prospect to take action on your site. This requires understanding what and how much you need to say. You can cause your target audience to bounce if you don’t consider their pain points and stage of awareness.
Long-form blog posts attract more backlinks, organic traffic and build your authority faster
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Difference #4: Update frequency
Web copy usually requires updating about once a year or more. Additions and revisions can take place as your company evolves over time.
For example, your service or product offerings have expanded, you’ve hired new employees, and partnered with different types of clients. Therefore, you might renew your product and service pages, and your testimonials and About page.
Meanwhile, blogs serve as a more regularly updated source of content on your website. You can make a huge difference in how your website ranks by publishing at least one to three high-quality posts per week. According to HubSpot, websites with a blog have 434 percent more indexed pages than sites without one.
Websites with a blog have 434 percent more indexed pages according to HubSpot
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Difference #5: Keyword targeting
As previously mentioned, blogs are excellent for targeting long-tail keywords because they explore topics in-depth. This makes it easier to integrate keywords that are semantically related to the main competitive ones on your website.
And conversely, web copy is better for including competitive head keywords. This is because web pages like the homepage receive more links, page authority, and traffic from branded searches. Web copy is also usually shorter than blog posts, making it more difficult to rank for related long-tail keywords.
Blog posts are perfect for long-tail keywords related to competitive ones on your website
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Difference #6: Social sharing
Since blogs are a consistent source of new content, they’re also ideal for sharing on social media. Doing so can boost traffic to your website and help engage your followers by encouraging comments, reposts, and retweets.
Everyone loves to share blog posts that are interesting, helpful, and well-designed (e.g. infographics). Web copy is relatively static and sales-driven on your website. This makes it not as enticing to share on social media.
Everyone loves sharing blog posts that are interesting, helpful, and well-designed
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Difference #7: Linking strategy
Prove that your posts are credible and well-researched by incorporating external and internal links into your blog content. This can enhance your brand’s reputation as a thought leader. It can also boost your SEO efforts by ranking your site higher in search results.
Linking externally to more established websites improves trust with both search engines and human visitors. And as more high-quality sites link back to you the more valuable Google sees your website.
Internal links in blog posts provide complementary information on your topic for your readers. This helps to improve engagement and keep them on your site for longer. They can also provide easier website navigation for your visitors and allow Google quicker access to pages on your site.
However, web copy that converts limits the number of external and internal links on the main pages of your site. This avoids distracting visitors from completing the action you want them to do.
Only visually prominent calls to action should link to another page on your site. This way you can control how visitors read your copy and increase clicks on your call-to-action (CTA) button.
Limit links on the main pages of your site to avoid distracting visitors from taking action
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Final takeaways
Web copy drives your site visitors to take certain actions (e.g. opt-in, sign up, or make a purchase). In the meantime, blog content educates your readers and nurtures your existing customers. Blogs and web copy are both crucial for business growth, so it pays to understand the specific goals of each.
For instance, you wouldn’t use blog content in place of web copy or vice versa because neither would work. I hope this article helps to clear up any confusion about the differences between blogs and web copy. Keep your business growing strong with a well-strategized online marketing foundation.
Did I miss any other differences? Please share your thoughts in the comment section below. I’d love to know what you think.
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