Whether it’s a blog, thought-leadership article, email or something else headlines are one of the most important elements within financial copywriting. They are the first thing your readers see and they determine whether they will click, read, and take action on your offer.
But writing effective headlines isn’t easy. Financial copywriting tackles complex, technical, and sometimes rather dry topics that may not appeal to the average reader. So, it’s crucial to balance clarity, accuracy, and credibility with creativity, curiosity, and emotion. Moreover, your financial content has to stand out from the crowd and differentiate you from your competitors.
So how do you write effective financial copywriting headlines?
How do you craft subheadings that capture the attention of your audience and persuade them to read your financial content? And, just as importantly, how do you avoid common pitfalls and mistakes that can turn off readers or damage your brand?
In this blog post, we will share some tips on how to write headlines that work for financial copywriting. We’ll show you how to use proven formulas, techniques, and best practices to create headlines that grab attention and encourage readers to engage with your content. And, because we’re feeling generous, we’ll also give some examples of good and bad headlines for financial copywriting. Of course, these won’t all fit with your brand, or your voice – but they’re common, proven techniques.
Why Headlines Matter for Financial Copywriting
Headlines are crucial for any type of written content, but especially for financial copywriting. Why? Because financial topics are often complex and quite technical. They can be intimidating, confusing, or overwhelming for some people. All of which means they can be hard for the average reader to understand or even relate to.
That’s why you need headlines that simplify your message and make it appealing to your audience. As always, you must communicate the benefits and value of your offer. Your headlines should spark curiosity, interest, and emotion in your readers. And at the same time, they should help differentiate you from your competitors.
Effective Approaches for Financial Copywriting Headlines
There is no one-size-fits-all formula for writing headlines. However, there are some general guidelines and principles that you can follow to improve your headline writing skills. Here are some of them:
Use numbers and statistics. These are powerful tools in financial copywriting. They can help you quantify your claims, demonstrate your authority, and provide social proof. They can also make your headlines more specific, concrete, and credible. For example:
Weak: Could You Save Money on Your HR Budget?
Strong: Could You Save £10,000 on Your HR Budget in 2024?
Use ‘power words’ and emotional triggers. These are words that evoke strong feelings in your readers. They can help you capture their attention, stir their emotions, and motivate them to take action. They can also make your headlines more persuasive, memorable, and impactful. For example:
Weak: How to Invest in the Stock Market
Strong: Invest in the Stock Market to Avoid Struggling in Retirement
Use questions and challenges. Questions and challenges are effective ways to engage your readers and pique their curiosity. They can help you create a dialogue with your audience, address their pain points, and offer a solution. They can also make your headlines more interactive, conversational, and provocative. For example:
Weak: The Benefits of Strategic Planning
Strong: Are You Making These 7 Common Mistakes in Your Strategic Planning?
Use keywords and phrases. Knowing, and using the words and terms your audience uses to search for information online is crucial. They can help you optimize your headlines for SEO purposes and attract more organic traffic from search engines. They can also make your headlines more relevant, targeted, and aligned with your niche and your market. For example:
Weak: How to Write a Business Plan
Strong: How to Write a Business Plan to Drive Your Brand in 2024
Use testimonials and endorsements. Kind words from satisfied customers can help you build trust, credibility, and social proof with your audience. They can also make your headlines more personal, authentic, and compelling. For example:
Weak: How Our Software Can Help You Manage Your Finances
Strong: How Our Software Helped John Smith at Reuters Save £65,000 in One Year
Put in the work, reap the rewards… or don’t
Writing effective headlines for financial copywriting is not easy, but it is possible even if you’re not a freelance finance copywriter. By following the tips and examples we’ve shared in this blog post, you can improve your headline writing skills and create headlines that work for your niche and your audience.
At Alex Genn Copywriting we’re experts in developing financial content that works hard. Our 25 senior-level writers have decades of experience in financial copywriting, and they’re great communicators, who never bring their egos to work. We can help you with any type of copywriting project, from blog posts and thought-leadership articles to whitepapers, web content, and more. Get in touch today and together, we’ll supercharge your financial content.