No one reads the fine print
Hands up if you’ve ever actually read your water bill. Or devoured your car insurance policy like it was a page-turner? Yeah, we didn’t think so.
When you’re the custodian of a finance brand, it’s easy to get caught up in the details and forget that, for most of our customers, this stuff doesn’t exactly scream “must-read.” Let’s be real – our customers aren’t hanging on every word. And hey, that’s okay!
Finance communications can easily end up in the too-hard basket. Whether it’s a newsletter filled with numbers or a technical jargon-packed update, your audience’s eyes might glaze over before they even reach the point.
Yes, financial communications can be complex, but they don’t have to be overwhelming or, worse, ignored. So, how do you get and keep an audience engaged when the topic is finance?
It’s all about making your message clearer, more human, and relatable.
Work with our brains, not against them
We’ve all been there – scrolling through a long, complicated report, only to mentally check out halfway through. It’s not that people don’t care about their money (quite the opposite), but if the message feels too dense, too technical, or too disconnected from their everyday lives, they’ll tune out. And once they’ve tuned out, it’s hard to get them back.
The challenge is keeping your communications digestible without losing the substance. Don’t make your user work hard to find your message. Use structure, design and simple language to get your point across.
You and your stakeholders might want to share 500 words about your unique and proprietary investment framework, but offer a clear headline and a summary upfront so your reader can skim it and decide if they are interested in reading on (or not).
The key to clarity is to speak like a human
Here’s the golden rule: make it about them. Just like you wouldn’t drop a bunch of stats into a casual conversation with a friend, your financial messaging should avoid the temptation to lead with too many numbers or overly complex concepts.
Instead, start with the why. Why should your audience care? Why does this impact them?
If your customers understand the real-world relevance of what you’re saying, they’re more likely to stay engaged. For example, instead of diving into the technicalities of mortgage rate adjustments, lead with how those changes might affect their ability to buy their dream home. The facts will follow naturally when they’re already hooked.
Use storytelling to your advantage
Finance isn’t about numbers, it’s about people. And people relate to stories. When crafting financial communications, weaving in storytelling elements can make all the difference. Stories add context and emotion, helping complex ideas feel more accessible. Instead of talking about “account-based pensions”, paint a picture of how a well-thought-out super strategy can turn a stressful retirement into a relaxed, fulfilling one.
Counter to the myth of our 8-second attention span. Science now shows that humans have a massive capacity for sustained attention, and storytelling unlocks it. Our Netflix history tells us that is true.
Every financial service ultimately serves a human need – security, freedom, and achieving your dream life. Stories don’t get more important or compelling than that. So, lead with the story of that transformation rather than the mechanics behind it.
Design matters, too
Of course, it’s not just what you say, it’s how it looks. Long paragraphs of dense text? Into the too-hard basket. Instead, break it up. Use subheadings, bullet points, and short paragraphs to make the information skimmable. Add visuals, like infographics or icons, that help communicate complex ideas in a simple, visual way.
Your audience should be able to scan the content and quickly grasp the key points. Make it easy for them to engage with the information on their terms.
Focus on solutions, not problems
The secret to keeping your audience engaged is to focus on solutions. Financial conversations often centre around what’s going wrong – rising rates, market volatility, and the latest economic crisis. And while these are important topics, leading with a problem can be overwhelming.
Instead, be solution oriented. What’s the opportunity here? How can your audience take action and feel empowered rather than defeated? A positive, forward-looking message is far more likely to resonate than a doom-and-gloom scenario.
In a nutshell, drive engagement by keeping it simple
Speak like a human. Make it relatable and relevant.
Use storytelling to connect emotionally with your audience.
Make your content visually digestible – shorter paragraphs, bullet points, and visuals help.
Focus on actionable solutions, not just the challenges.