Stephen Beach and Faustin Weber answer the question"How can you write compelling copy about complex financial topics when you're not financial experts yourselves?"
And how do you capture my firm’s brand voice in terms of style and tone?
In this episode, we break down:
The interview-based copywriting approach that extracts your expertise efficiently
Why hiring good writers who can write simply and persuasively is step one
How messaging guides and brand workshops capture your firm's unique voice
The role of AI tools like Claude and ChatGPT in our copywriting process
Brand voice worksheets that help position your firm on the spectrum from serious to playful
Real examples of how we've gotten better at financial copywriting over 5+ years
⏱️ Timestamps:
(0:00) Welcome & The Copywriting Challenge for Non-Experts
(1:49) Step One: Hiring Good Writers Who Can Write Simply & Persuasively
(6:11) The Interview-Based Copywriting Process
(7:20) How AI Tools Enhance Our Copywriting Workflow
(10:01) The Comprehensive Messaging Guide Development
(11:34) Brand Voice Worksheets: From Traditional to Progressive
(13:23) Determining Your Firm's Tone: Serious vs. Playful
(14:20) When We Need Extra Subject Matter Expertise
(15:07) Conclusion
We've been refining this approach since 2012, working with financial advisors to create copy that's both technically accurate and compelling. Subscribe to Craft on Tap on YouTube and learn more about our services at craftimpact.com