Last week we covered what not to do with pictures on an adviser websites.
This week we’re going through the square window to cover text.
When you return home from a long day at work, what do you want to do? We’ll guess that you want to change into your comfy clothes, pour yourself a hot cup of tea, and snuggle up in your bed to unwind, right? And let’s be honest – is there any other better feeling in the world?
This is text advertising a dog bed. And isn’t it just delicious? It conjures up a feeling we can all recognise, that we’d all like, and that we can give to our little furry friends for just £49.95 + P&P?
Sign me up!
Why isn’t more financial services copy written like this?
It’s almost as if people are too scared to speak like normal human beings, to stir the emotions, to explain the real benefits of financial advice. Instead, we get this kind of snoozefest:
"With more than 20 years of experience, [company x] is an industry-leader in [bla bla]..."
This is the equivalent of Apple telling you about its fan cooling system sensor or LED backlit display.
Stop doing this.
Do this instead:
"We care about our clients and like nothing better than helping them to avoid the potholes, smoothing their financial journey and giving them confidence in their financial future."
"Imagine what it would be like to feel in control of your money, positive about your finances and prepared for the way ahead?
Give me a nudge and I’ll do it for you – you’ll find me curled up in a Soft-Cloud dog bed.