Will the content be any better than what we already produce?

That depends on what’s missing from the current process. If your team already has the time, subject access and specialist editorial capability to produce strong content consistently, external support may not improve it.

Our value is greatest when good internal knowledge is not making it into the finished work. We interview the people who hold that knowledge, identify the strongest argument and develop it into content with a clear purpose. The result should contain real experience, useful examples and a recognisable point of view, rather than information that could have been assembled from the same public sources as every competitor.

The £600 Pilot gives you a practical way to compare the finished article with your existing output before making a larger commitment.

Will the article sound like us, or like a ghostwriter?

The article begins with your organisation’s expertise, not with a generic content template. We use the expert interview to understand the language, experience, opinions and examples that make the perspective genuinely yours.

The writer then shapes that material for the intended reader and develops it in your organisation’s tone of voice. Your expert and marketing team review the draft for accuracy, nuance and brand fit, with three rounds of amendments included in the Pilot.

We do not manufacture a point of view on your expert’s behalf. We help them express the point of view they already have without asking them to become a writer.

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What if our subject-matter expert isn’t good at interviews?

They don’t need to be. Our writers prepare the questions, guide the discussion and ask follow-ups when an answer needs an example, explanation or evidence.

Experts often assume too much knowledge, use technical shorthand or overlook what is most interesting about their own experience. A senior interviewer recognises where to slow down, probe further or approach the subject from another direction. Even a cautious or concise expert can provide valuable material when the conversation is properly prepared and managed.

Your expert’s job is simply to share what they know. It’s our job to find the most pertinent material and turn it into content.

Will the article pass Compliance?

Your organisation retains responsibility for formal Legal and Compliance approval, so no external writer should promise that a piece will automatically pass review.

What we always do is write with regulatory scrutiny in mind from the beginning. Our financial-services writers understand the need to avoid unsupported claims, careless certainty, ambiguous language and oversimplification. We also respond to stakeholder feedback and include three rounds of amendments in the Pilot.

The objective is not to bypass Compliance. It is to give reviewers a clear, carefully developed draft and reduce avoidable friction during the approval process.

We already have a content team or agency. Why would we need you?

You may not need to replace either. We often create the most value as an extension of an existing team, providing specialist capacity for work that is difficult to deliver internally.

That might mean interviewing senior experts, handling technically complex subjects, supporting a peak in workload or building a more dependable thought-leadership pipeline. Your internal team retains control of strategy, campaigns, brand and approval. We take responsibility for turning the expertise into finished content.

The service is intended to strengthen a capable team, not imply that its existing people or suppliers are inadequate.

How will we know whether the content is producing a return?

A single article cannot honestly guarantee leads or revenue. Its value depends on the audience, subject, distribution and role it plays in the wider marketing programme.

Before developing the piece, we establish who it is for, what that audience should understand and what purpose the content needs to serve. Depending on the brief, that may include supporting a campaign, demonstrating authority, helping sales conversations, educating intermediaries or creating material that can be reused across several channels.

The most useful measures are therefore agreed around the purpose of the asset, such as engagement, qualified traffic, campaign response, sales usage or contribution to a wider content programme.

Why use Alex Genn Copywriting rather than a freelancer or general agency?

We combine direct access to a senior writer with the range and capacity of a wider specialist team. Alex Genn Copywriting has 25 senior-level writers, each with at least 15 years’ experience, and we match the writer to the subject and asset required.

Unlike a general agency, financial services is not an unfamiliar account that must be learned from the beginning. Unlike relying on one individual, you have access to a broader range of specialists and more dependable capacity. Alex remains involved and oversees every project.

There are no junior writers learning on your brief and no unnecessary account-management layers between you and the person doing the work.

How much internal time is usually required?

For a typical Pilot article, the expert begins with one focused 30-minute interview and later reviews the draft for accuracy. Marketing coordinates the initial objective and consolidates feedback. Compliance or Legal completes the organisation’s normal formal review.

The exact requirement depends on the complexity of the subject and the number of stakeholders involved. However, your team should not need to write the article, build the structure, turn an AI draft into publishable content or repeatedly chase an unfinished internal document.

Is £600+VAT really the full price for the Pilot?

Yes. The £600 plus VAT Pilot covers one complete article of up to 1,000 words. It includes the subject-matter expert interview, angle development, supporting research, writing and three rounds of amendments.

The Pilot is not a sample paragraph or a reduced-quality trial. It is intended to show you the actual process and standard of work before you consider a longer relationship. There is no contract and no obligation to commission anything else.

Longer or substantially different assets, such as white papers and research-led reports, require a separate quotation. We will agree any change in scope before beginning the work.

What happens after the Pilot article?

That is entirely your decision. You can stop after the Pilot and retain a complete, usable article with no further commitment.

If the process works well, we can provide occasional support, develop a regular thought-leadership programme or use further expert interviews to create a consistent pipeline of articles and related marketing assets. The relationship can be shaped around your team’s capacity and priorities rather than forcing you into a fixed package.

The Pilot is designed to answer the most important question first: can we understand your organisation and produce work that is genuinely useful?

How do you handle confidential information and the use of AI?

We treat client information, interview material and unpublished drafts as confidential and use them only for the agreed work. We can also work under an appropriate confidentiality agreement where required.

Because policies and technical arrangements can differ by project, we agree in advance what information may be shared, whether interviews will be recorded and what restrictions apply to the use of AI tools. Sensitive or regulated information should never be placed into an external system without the appropriate permission and safeguards.