Fintech Copywriting: how to avoid the pitfalls and make sure your fintech copywriting shines

2nd August 2024 / Blog, How To

Fintech companies have some of the most exciting, engaging stories to tell, but they are often too good at hiding them, making it difficult for their ideal customers to see the value. Having worked with fintech companies for many years, I’ve found that fintech copywriting presents a unique set of challenges. You need to convey complex solutions or services while simultaneously creating content that is both valuable and appealing. It’s far from easy, and time and again, I see the same set of mistakes cropping up.

Common mistakes in fintech copywriting

Several recurring issues can prevent fintech companies from successfully connecting with their audiences. If you’re struggling to get the most out of your content, it might be due to one of the following:

1. Overcomplicated content
Fintech companies are in the business of change, constantly creating new, never-seen-before technologies. This often leads to jargon-heavy language, which can make fintech copywriting a tough pill to swallow and leave your audience confused.

2. Failing to show value
While your customers may understand what you’re offering, they often fail to see how it will help them. If you spend too much time explaining what you do and forget to explain the benefits, your audience is likely to go elsewhere.

3. Hiding the good stuff
Impactful content is all about storytelling, and your business purpose is a ready-made story just waiting to be told. In the process of creating clear, concise content, don’t forget to include that other key ingredient, the ‘Why?’

4. Too little or too much content
Business leaders are often too close to their products, making it hard to be objective. This can lead to an overemphasis on quantity rather than quality. Simply creating content isn’t enough; it needs to have an objective and don’t forget your call to action.  

How to create more effective fintech copywriting

Thankfully, there are plenty of ways to overcome these pitfalls and get yourself back on solid fintech copywriting ground.

1. Stick to your strategy
It’s not just about creating well-written content. Everything you do must first be driven by your purpose. Establishing a purpose-driven strategy helps clarify long-term business goals and key audiences, ensuring that no piece of fintech copywriting work goes to waste.

2. Bring on a pro
Writing about your own business is hard. For instance professional B2B Fintech copywriter can generate clear, purpose-driven content that communicates your messages and advises on content strategy, helping to create copy that attracts rather than simply explains.

3. Create a cheat sheet
A copywriting brief acts as a guide to show you what to include and how to do it, whether you are hiring a professional copywriter or doing it yourself. Check out our blog post, How to Write a B2B Copywriting Brief, for more details.

4. Reuse, recycle,  repurpose
The great thing about crafting strategic content is that you don’t have to make lots of it, as good content can be used repeatedly in various ways. For example, whitepapers can be repurposed for PR activities, articles, opinion pieces, and thought-leadership profiles. One well-researched piece of fintech copywriting can inspire a year of content.

Want trusted advice on your fintech copywriting? Get in touch

At Nellie PR, we pride ourselves on helping fintech companies develop impactful content that achieves real results. We know that a strategic approach is key to gaining the recognition you deserve. If you would like a no-strings-attached conversation about your copywriting, PR, or comms challenges, don’t hesitate to get in touch or book a call with me today.

Further fintech copywriting resources

We’re trusted advisers to several amazing fintech clients, and through our work with them, we’ve developed some excellent resources, some of these include:

• Top UK Fintech Publications – in which we list some of the best fintech publications that we work with, and provide insights on audience, trending topics, as well as opportunities to contribute. 
• Top 5 B2B copywriting tips – this blog post gives details into some of the most common (and less common) copywriting problems facing businesses, including Fintech companies, and the best ways to overcome them. 
• How to Write a B2B Copywriting Brief – here, we look at how to brief a copywriter in a way that saves you time, earns real results, and ensures your content is more strategic. 

For more, check out our resource page, and don’t forget to book a free consulting call.