Let’s be honest, financial services don’t exactly scream fun, do they? For many people, the industry conjures up images of grey suits, complicated jargon, and endless spreadsheets. And while there’s nothing wrong with being professional, your audience isn’t just looking for knowledge; they’re looking for connection. That’s where your unique personality and voice step in to make your brand unforgettable.
Before we jump into why nurturing your tone of voice and infusing your personality into your content matters (and how to nail it), here’s a quick intro for those who don’t know me.
👋 I’m Danyel, founder of Reign Virtual PA Services. Based in North London, I’m a VA and Copywriter with over a decade of experience helping professionals, like you, reclaim their marketing mojo. From financial planners to coaches and wellness pros, I specialise in creating content that connects with your audience and clients. Think human, engaging, and effective copy.
Okay, enough about me, let’s talk about you and your tone of voice.
Why should a Financial Pro give a 💩 about tone of voice?
Financial services is an industry built on trust, but trust isn’t just about credentials or qualifications, it’s about relatability. People want to feel like they’re handing their hard-earned cash over to someone who gets them, 😫not a faceless corporation reciting compliance jargon.
A well-crafted tone of voice helps bridge that gap. 😲According to a study by Sprout Social, 64% of consumers want brands to connect with them on shared values, and 45% will unfollow a brand if they come across as overly corporate or uninspiring. In other words, your tone of voice isn’t just about style, it’s a business tool that helps to develop loyalty and drives engagement.
🦸I’ve been working with a financial planner who first came to me because he felt stuck. Stuck in that cycle of churning out stiff, jargon-heavy content. You know the one? My client’s expertise is unquestionable. But his clients were disengaging because his content lacked warmth and wit. By helping to develop an authentic, conversational tone, we’re positioning his marketing strategy into one that’s much more relatable and approachable. With patience and consistency this will lead to stronger, more meaningful connections, client conversations and potential new business leads.
Examples of witty and approachable marketing in Financial Services
Who says financial services can’t be witty? Check out how these brands have nailed their tone of voice👇
- Monzo. They pride themselves on their conversational, human, and often witty style. They live by their promise to deliver straightforward kindness and to look for ways to inject a little magic into the customer experience.
- PensionBee. They make something as daunting as pensions approachable. They feel like that friend who really wants good for you and who has the patience to ensure you receive the good you deserve.
- Wealthify. Their tone is simple, warm, and jargon-free. Their blogs are informative, professional but digestible. Again, it’s got that I’m your patient and caring friend tone which really sets them apart.
☝️These brands prove that you don’t need to sacrifice professionalism to be approachable. The right tone can untangle complex topics while still positioning you as the expert.
How do you strike a balance between professionalism and personality?
👉 Know your audience Are your clients detail-obsessed or big-picture thinkers? Do they prefer direct language, or do they enjoy a bit of banter? Understanding your audience will shape how far you can push the boundaries of wit and warmth.
👉 Use relatable analogies Please ditch the jargon 😩 and explain concepts in a way that clicks. For example: Think of financial planning like prepping for a holiday. You book the flights now so you can sip cocktails stress-free later!🍸
👉 Read your copy out loud Does it sound like something you’d actually say in conversation? If it feels stiff or robotic, loosen it up. Do you use any phrases in your day-to-day chat like, “don’t you think?” or, “right?”If you do, don’t be afraid to throw them into your copy as they can help you come across as approachable and human.
👉 Remember the 3 C’s! Clear, concise, conversational You don’t need to use fancy words to sound smart. Keep your language simple, direct, and human.
How’s your tone of voice currently working for you?
When was the last time you reviewed your marketing content? Does your tone of voice truly reflect who you are and the clients you want to attract?
If you’re tired of creating marketing content that isn’t connecting with your audience and clients, let’s change that!
📆 Book a free 30 min consultation with me to chat about your struggles and aspirations, and let’s map out how I can help you. 🙅No pushy sales pitch. No weekly newsletters clogging up your inbox. Just a real chat about how I can support your business growth.
Not ready for a call yet? No problemo! You can:
💃 Connect with me on IG or LI to get to know my awesomeness and expertise better! Connecting with me will also give you a chance to make use of the fab marketing tips I share. They’ll help you strengthen your current marketing strategies in your own time.
Can’t wait to connect and to turn your content into stories your clients actually care about.
