Whether you’re writing a blog post about a new product hitting the market or simply offering your clients tips to help them save faster, your copy needs to align with their ambitions and provide them with meaningful insights.

With so many competitors in the market all producing their own copy on similar topic, it can be difficult to make yours stand out. Here are a few ways to sharpen your savings copy.

You have to pick goals to kick goals

For most Australians, saving money is a means to an end – those who save do so in order to achieve a particular goal. These goals can vary dramatically, with some wanting just enough money to fund a round-the-world holiday and others hoping to buy a home.

Others still may simply want enough tucked away in case they need funds for a sudden emergency.

In most cases, the way people save for these individual goals doesn’t change too much – at its core, savings is simply spending less than you earn. That doesn’t mean that your copy can ignore these goals.

It’s all about tone

The way you write for a client planning a dream holiday should differ from what you would say if your target client was saving for a house – and both would differ from the copy aimed at helping clients keep their head above water.

Consider the tone you would use in a blog about saving up for your first car – it’s exciting and aspirational, and full of optimism.

“Saving couldn’t be easier! By following these three easy steps, you’ll be cruising down the Great Ocean Road in no time!”

Now imagine applying a similar tone to a story targeting lower-income families trying to make their money stretch further as living costs increase – would you start by telling that reader that ‘saving couldn’t be easier’?

This audience needs a more empathetic touch. The copy should be friendly, but also serious. It needs to demonstrate that you understand the challenges they face and are here to help them.

Before writing any copy about savings, think about who you’re trying to speak to and why they want to save money – this will help you to set the tone for your copy. Go back to the core marketing principle: WIFM (what’s in it for me) – me being the reader/customer.

Three tips for nailing your copy:

• Define your audience, their key concerns, and how you can help them overcome them.
• Be clear about what you want your reader to do – have one, easy to understand call to action at the end.
• Remember that most people won’t read the article in the same way you do as the writer – people like to scan, so include headings and bullets to make that easier.

We’d be delighted to help you with your next savings campaign. It’s our job to make your voice heard. We’ll help you structure your content and provide you with engaging copy that resonates with and persuades your audience. Reach out to us to today find out how: hello@craftedwriting.com