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Copywriting Tone of Voice: 3 Ideas for Financial Service Marketers 

In today’s world, the skills related to marketing and advertising have become more relevant than ever before. Because, with the overflow of information going out every day, you need to know how to stand out from the crowds.  

As a financial services marketer, it is imperative that you – and your team – master the various aspects of marketing. Today you will learn about using the correct copywriting tone. 

Why copywriting tone? Because you need to understand how to (effectively) communicate your brand message – both written and spoken. And contrary to what you might believe, it’s not much about what you say, but how you say it, and the impression you leave in your audience’s mind that leads to whether your prospects want to do business with you. 

You can have the greatest product in the world. Or you can discover the cure for cancer. But, if you communicate your offerings in a manner that is unappealing to the world, they will just not pay attention to you. 

Being a financial services marketer, you need to know and understand the most effective copywriting tones to use for brand communications. And I am about to give three tones of voice for you to begin.   

3 Copywriting Tones of Voice for Financial Marketing 

Drawing from my experience as a direct response copywriter, here are three “copywriting tone of voice” ideas for financial services marketers to implement on their campaigns. 

Conversational Tone 

Are you looking to get your prospects hooked onto every piece of copy you put out? Then start presenting sales copy that reads like a conversation. 

Copywriting with a conversational tone of voice can help you connect (at once) with the audience, as you address the reader in a way that makes you seem more genuine. And because of that immediate connection you make with your audience, they will seem more inclined to engage with your content – finding ways to contact you and continue the discussion.   

The immediate connection and later engagement with your readers can easily lead to increased readership, as your current readers will more than likely pass along your materials to those your audience feel will find your copy interesting.  

But… how exactly do you write in a conversational tone? Simple – just take the grammar book and toss it in the trash bin. And then, continue to write the way you speak. 

Here are some conversational tone ideas: 

  • Make sure you put the reader first in your copy by addressing them constantly throughout the copy. 
  • Use short sentences with words that are simple and easy to understand. 
  • Write one-sentence paragraphs. 
  • Use natural, common expressions – like “OK” and “sure thing”. 
  • Start sentences with pronouns and end them with verbs. 
  • Consider using prepositions to end sentences as well. 

People appreciate clear and concise copywriting. And it doesn’t get any more clear or concise than writing as you talk. 

Persuasive Tone 

The name is of the business game is “making money”. Therefore, you should develop a persuasive tone of voice to promote your offers and close deals. 

When you write with a persuasive copywriting tone of voice, you are aiming at getting an emotional response from your audience. You’re looking for them to feel happy, sad, disgusted, or encouraged. Or you’re looking to have your audience (either) fall in love or hate a certain individual or entity. 

You are looking for people to feel a certain way with the persuasive tone, and here are some ways to do so: 

  • Carefully organize every point you want to make – presenting the main point in the headline and secondary points in the subheads. 
  • Be specific – the more facts you include in your copy, the better chances of obtaining the outcome you want. 
  • Make your copy easy on the eyes – short sentences and fragmented paragraphs help the audience read with ease. 
  • Focus on the benefits your audience gets over the coolness of your offer. 
  • Present a unique selling proposition to your audience. 
  • Have a backup promise in case your main promise is not appealing enough. 

When you are in business, you’re looking to make money. To make money, you need to persuade. And to persuade, you need to know how to pull people’s emotional strings. Writing in a persuasive tone of voice will help you promote your offers effectively and close more deals than before. 

Informative Tone 

People are more consumer-savvy than ever before. And they’re not big fans of hype. Thus, you must consider dropping being over sales-y, and offer more value within your copy. 

Writing with an informational tone of voice will allow you to earn the trust of your audience. They will see that you know what you’re talking about. Consequently, your prospects will position you as an expert within your industry. And people will give you influential consideration – leading to more opportunities for you and your company. 

An informational copywriting tone is easy to develop. Simply, find out what your audience wants to know, and give it to them: 

  • Mistakes they might not know they’re making. 
  • Rare benefits they get from selecting your offer. 
  • Tips and ideas they can implement on their own. 
  • Shortcuts and hacks to make their daily lives easier. 
  • Resources that will help them expand their knowledge. 
  • Threats that can affect their daily performance.  

The days of keeping knowledge to yourself are over. If you’re not willing to give the people what they want to know, then someone else will – and they will get your audience’s business too. So, ditch the hype in your marketing, and start offering content that’s smart and trustworthy. You’d be glad you did. 

What’s the Best Copywriting Tone to Promote Your Offers? 

If you ask me, the best copywriting tone to promote direct response offers would be a combination of the three tones I mentioned above. Therefore, starting today, you should try to make your advertisements to be more of a conversation instead of a monologue. You should also offer more information that carries true value for your audience. And – as you should always – keeping in mind and the end goal is to get the audience to take a specific form of action. 

Do you agree with the copywriting tones I suggested in this post? What other suggestions would you offer? Leave a comment giving away your tips. And if you think this article could be useful to someone you know, feel free to share it with them! 

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