I write for a varied array of finance-focused clients, all of whom have differing needs and measures of success. But whether covering Apple earnings for IG, the latest hot biotech for ShareTalk, or a piece of business commentary for InvestingReviews, some key copywriting tenets remain the same.
1. Write plain English
I may allow myself one archaic word or Latin phrase if it fits, but the general rule is to deliver copy that is easily understandable. The UK as a whole has an average reading age that would normally be expected of a nine-year-old, and most consumers only read circa 25% of any given article.
2. Answer the question
This is partially an SEO point, but is also extremely important from a reader satisfaction perspective. One of the reasons why ChatGPT was an instant hit is its ability to answer a question with little fluff or needing to search multiple sites for a comprehensive overview. I always aim to be the full 'source of authority.'
3. Offer a unique angle
Unless I'm fortunate enough to be writing for The Financial Times, then ranking at the top of Google, either as a featured snippet or on the newsreel, means aiming to cover an element or angle that is unlikely to be covered elsewhere. For example, if Rolls-Royce is reporting annual results, an article on its tech breakthroughs will make headlines. The hundredth article that day focused on the numbers won't.
4. Understand the audience
Sometimes I'm writing for a select group of professional traders. Other times I'm writing for complete beginners. Some articles will assume that readers have already grasped the fundamentals of a particular stock or concept, while others will be assuming zero prior knowledge. And occasionally, I need to write an article which caters for all categories, which requires a fine balance between simplicity and insight.
5. Quality first, SEO second
I never let the SEO tail wag the quality dog. But I'm also keenly aware that the best article in the world is never going to be read if it only makes Google page two, or fails to go viral on social media. My philosophy is that while there are some excellent tools available to get articles in front of eyeballs, building a relationship with the audience requires delivering quality insight tempered by a SEO adaptation, and not the other way round.
6. Research is king
Especially in the small-cap space, there is a dearth of analyst coverage which makes original research highly valuable. Beyond this, readers can always tell when a writer really grasps the concept they're writing about, and this shines through in my work. Importantly, all claims comes with original sources.
7. Tone of voice adaptation
While I occasionally take on contracts where I'm asked to create generic pieces - 'how to guides,' for example, I have my own specific tone-of-voice that I can adapt to different publications and editors. The idea is that you can see a common thread of knowledge, analysis and humour in all of my pieces, but that this is tailored to specific client requirements.
8. Editorial balance
It's fair to create a headline which catches the reader's attention and also is fairly emotional or even extremely one-sided. Thereafter, it's important to create a piece which succinctly balances risks with rewards - and this remains true whether covering US blue-chips, UK small-caps, or any number of trading strategies. This isn't just a compliance issue, it's a readership trust issue.
9. Humanise the content
In a world of AI-powered copywriting, it's incredibly important to form a human connection with your readers. We are not too far from a world where ChatGPT or Bard could combine with SurferSEO or GrowthBar to produce the 'perfect' article with better financial analysis and SEO optimisation than any human could ever hope to create. Where AI falls down is ethics and human insight.
10. Write for success
If I'm being paid to write, then nine times out of 10 my client is looking for a return on their investment. This varies from client to client, but whether clicks, impressions, conversions, or even just increased brand awareness, I'm always writing copy aimed at driving your goals to fruition.
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