B2B Email Copywriter for Finance Firms

If you’re wondering how to plunge your business forward and beat AI regurgitated content lets take a deep dive into what it looks like to create a story worthy business.

Your website content, landing pages, ebooks, and emails all require a higher level of sophistication if you want to tailor your message to high-ticket buyers.

Maybe you have a tech start-up, a higher finance program, or a creative agency but it seems like sales and community engagement have slowed down.

Your first action step is to use AI as a spring board — > NOT your copywriter or marketing strategist.

In this blog I’m taking you through the journey from “newbie entrepreneur with generic content” to sophisticated executive with years in business and accolades to show.

So, let’s take a look at how the StoryBrand framework will help you craft compelling website copy that resonates with your target audience.

The Hero’s Journey: Content Marketing for Creative Firms

At the core of the StoryBrand framework is the Hero’s Journey. In this narrative, your customer is the hero, and your brand plays the role of the wise guide who helps them overcome obstacles and reach their goals.

In 2024, personalized storytelling will be more critical than ever. As we craft our website copy, we must put our customers at the center of our narrative.

We need to understand their pain points, their dreams, and their journey. By crafting a narrative that mirrors their experiences, we can create a deep emotional connection with our customers.

I remember working with an EdTech company on district to business campaigns and we focused big time on the Hero’s journey copy that made it too much easier to create content for the 30-email launch.

The Villain: Identifying the Problem

Every hero’s journey involves a villain or a challenge that needs to be overcome. In the context of website copywriting, the villain is the problem your customers are facing. It could be anything from a lack of time to a specific issue related to your industry.

In 2024, we must be precise and relatable when identifying our customers’ villain. The more accurately we can pinpoint and articulate their struggles, the more they will trust that we understand them and that our products or services can help them.

If we use EdTech as an example, the villain for students and teachers who need a software solution classroom is low engagement, low test scores, and boring lessons.

So, you can create a call to action for these types of campaigns like “Get Rid of The Boring Classroom Frenzy” or “Delight Your Students with (Enter X Feature/Benefit).

The Resolution: Showcasing Your Solution

Lastly, every good story needs a resolution. In our case, the resolution is how your product or service helps your customer – the hero – overcome their problem – the villain.

In 2024, showcasing the transformation your product or service provides will be key. It’s not enough to list features or benefits; we need to paint a vivid picture of how much better our customer’s life will be after they use our product or service.

To do this, we need to tap into the power of emotion.

People make buying decisions based on how they feel, so our copy needs to evoke emotions that align with the transformation we’re offering.

The Future of Website Copywriting

In 2024 and beyond, the principles of the StoryBrand framework will continue to be a powerful guide for creating compelling website copy.

As you position customers as the hero of their story, identifying their problem as the villain, and presenting products or services as the resolution, you will orchestrate a powerful narrative that resonates with our audience.

Remember, our goal is to connect with our customers on a deep, emotional level. You have to use empathy and understand their journey and highlight what they’re going through more than what your business is going through.

Let’s put your customer front and center, tell vivid stories and invite them in with enticing words that do the heavy lifting for your firm.

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BONUS: Here are a few of my favorite marketing models to use when I need some content marketing inspiration.

1. Use the AIDA Model: Attention, Interest, Desire, Action. This classic marketing model can guide your copywriting.
2. KISS: Keep It Simple, Stupid. Don’t overcomplicate your message.
3. Use power words: Words like “unbelievable,” “amazing,” “spectacular” can evoke strong emotions.
4. Use sensory words: Words that appeal to the five senses can create vivid imagery.
5. Avoid jargon: Use language that your audience will understand.
6. Write in active voice: It’s more direct and engaging.
7. Use the word “you”: It makes your writing more personal.
8. Keep sentences and paragraphs short: It improves readability.
9. Use bullet points: They break up the text and highlight key points.
10. Use questions: They engage the reader and encourage them to think.
11. Use statistics: They add credibility to your claims.
12. Tell a story: Stories engage readers on an emotional level.
13. Use testimonials: They provide social proof.
14. Use scarcity: Limited time or availability can encourage action.
15. Use clear calls to action: Tell readers exactly what you want them to do.
16. Use the rule of three: Information presented in threes is more memorable.
17. Use repetition: It reinforces key points.
18. Use analogies: They simplify complex concepts.
19. Address objections: Tackle potential objections head-on to reassure readers.
20. Break the fourth wall: Address the reader directly to create a connection.
21. Use alliteration: It makes your copy more memorable and enjoyable to read.
22. Use the Zeigarnik Effect: Unfinished stories keep people hooked.
23. Use benefits, not features: Show what your product can do for the customer.
24. Use numbers: They make your copy more specific and credible.
25. Use urgency: Create a sense of urgency to encourage action.
26. Always proofread: Errors can damage your credibility.
27. Use surprise: Unexpected twists can grab attention.
28. Use the PAS formula: Problem, Agitation, Solution. Highlight the problem, agitate it, then provide the solution.
29. Use contrast: Show the “before” and “after” of using your product/service.
30. Avoid weasel words: Words like “some,” “many,” “often,” can undermine your message.
31. Use positive language: It’s more persuasive and engaging.
32. Remember WIIFM: What’s In It For Me? Always highlight what the reader will gain.

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