Financial copy you’re not selling product.
You’re selling hopes and dreams.
I’ve written for most major financial brands. I was Brand Guardian (ad agency) on Barclays and Barclaycard. And tone of voice lead at NatWest Group across all their core brands. I’m also fully up on regulatory training too so - listed below - so you’re in a safe pair of hands.
Financial Promotion Approvals
Competition Law
Compliance and Conduct
Good Customer Outcomes
Customers in Vulnerable Situations
Greenwashing
Managing Risk
Protecting the Integrity of Financial Markets
Privacy and Security
Ring Fencing
Financial Crime and Fraud
Tax Awareness
Conflicts of Interest
Privacy and Client Confidentiality
NatWest
What do you do when you don’t have a rate to talk about? Get Lynda to find no end of other ways to bring your products and services to life. And give you an engaging hook to stop folk scrolling.
The basic rule in social is ads with visuals work better. But if you say the right things in the right way, copy-only posts can be really powerful. This ‘Wanted’ ad was a quick turn around job. Top engagement - so successful that META gave us the same ad space again, free.
This was one of the first comms in our new tone of voice. Targeted at customers who weren’t using our app yet .
Instead of firing out copy about how great the features are, I led on the benefit.
Because as quick and easy as it is to use the app, it’s quicker and easier not to bother at all.
Tesco Bank
I loved writing web content for Tesco Bank. Connecting the audience to their products through life moments. And, of course, landing good SEO hooks in the headlines.
Ultimate Finance
User experience is everything in digital.
The reality is people skim read. They’ll probably only read about 30% of your copy.
So you need a writer who can find a clear hook in even the most complex products.
A writer who’ll work out exactly what you need to say (and what you don’t). And communicate each point in the right order.
Here’s how I simplified things for Ultimate Finance.
Avenue Credit Brokers
A different type of financial product made simple. Even when you’re talking to business prospects, clarity is king. It’s thought that around 40% of entrepreneurs are dyslexic. (As high as 65% on one of my premium high wealth client’s data-base.)
Barclaycard
When you’ve got a great offer, lead with it. This DM piece for Barclaycard did just that.
Blogging
In the lending category, one of the biggest barriers to entry is the perception that somehow borrowing is bad. A sign of failure. Here I tackle those negative perceptions head on in this article for Ultimate finance.
MYTH 2
It’s harder to get a loan in today’s economic climate
Not at all. Loan providers are finding that businesses aren’t asking to borrow. Possibly because the media has made us believe that lenders aren’t lending – which simply isn’t true. In the past 16 years we’ve lent over a £1bn in funding and we’ve no intention of stopping any time soon.
The way we look at it is this: Are you asking for a loan to help your business become more profitable? Yes? Then that’s what we’d call a no-brainer.
MYTH 3
A good business should be able to manage their cash flow
Businesses need working capital to survive. Fact. What’s also fact is that businesses have to invest in supplying their product or service before their customers offset the cost for them. If you’re like any business we know, you’ll also find that your own suppliers never pay as quickly as you’d like. A temporary loan can help you keep that cash flow flowing nicely, so yoou devote your attentions to chasing new customers, not suppliers.
MYTH 4
Borrowing is bad for profit
That depends on why you’re borrowing. If the investment’s going to bring you in more money than the cost of borrowing, that’s definitely not ‘bad’ by any stretch of the imagination. Strategic borrowing can help you expand your orders and increase your client base – in short, make more profit. Successful businesses know how to use short-term loans to help them seize the moment. What is bad for business is lack of investment and letting great opportunities pass you by.
MYTH 5
Loans are risky – and expensive
That depends on who you ask. Ours are as transparent as they come with no set up fees, no early repayment fees, and no exit fees. It’s the way all loan providers should work – but don’t. Many businesses look at short-term loans as being an essential part of business planning. Imagine if you weren’t able to weren’t able to take on a new order simply because of cash flow?
When you’re working out how much the loan is going to cost, it’s just as important to work out how much it could cost you if you don’t. Added to which you can get Corporation Tax Relief on the interest – so it’s win-win.
MYTH 6
A bank is the best place to get a loan
The first place that springs to mind is likely to be your bank. You already have a relationship with them and well…it can seem easier. Except it’s often not. There are other lenders out there who can offer you fairer rates and get you the money you need, quicker – often with a lot less paperwork.
At the risk of blowing our own trumpet our rates are fair (and more to the point, completely transparent) with a Cash Advance that’s the fastest in the market. Money-in-your-account-in-less-than-12 minutes, fast. If you’re bank has an unbeatable loan offering, then great. But if not, talk to us.
MYTH 7
Loans take time to approve
They can, but they shouldn’t. We can do all the checks we need based on trading history, payment performance and director experience in a super-fast matter of minutes. And we also have a pre-approved amount of cash available for every business in the U.K (with no credit footprint) so you can get the funding you need as soon as humanly possible. After all, a slow loan is as much use as no loan.
MYTH 8
Loans are a built to trap you
It’s true that some providers try to entice borrowers with loans that you give you years to pay back. But who wants spend years paying anything? Especially as each passing month brings another chunk of interest with your name on it. That kind of lending definitely isn’t us. We want to help businesses, not put a millstone round their neck. We offer short-term solutions as well as borrowing that you can spread out over a longer period if that’s what you need. And we don’t bury anything in the small print. We do fair lending that puts the borrower first.
MYTH 9
A business loan should always be a last resort
This is the biggest myth of all. Over the years we’ve all been hard-wired to equate loans with debt and therefore something that’s ‘bad’. But what a loan is, is essentially funding. Funding which could be essential for the success of your business.
We don’t think twice about borrowing a lump sum over 25 years to buy a house. Why? Because we call it a mortgage, not a loan. But a loan is essentially what it is.
Successful businesses don’t have a block with semantics. To them, a loan is simply a strategic source of funding. A way to create opportunity. Which is what all businesses should be in the business of doing.
Exhibition Stands
Events messaging often needs a different approach. You’re in a space where you’re literally going head to head with your competitors.
What’s your point of difference?
Bank of Dave
Self-made millionaire Dave Fishwick watched business after business go bust in his hometown of Burnley. The reason? Banks had changed their lending criteria and credit-worthy people suddenly weren’t.
But our Dave was going to change that.
He’d open his own bank. A bank where the computer didn’t say no. A fair bank where all profit would go back into the community.
What he didn’t bank on was having to take on the establishment. And it’s fair to say they weren’t best pleased.
Channel Four made a two-part doc about Dave’s story. I wrote the script for the promo which also ran online - a few stills below.