Freelance Copywriting for the Financial Services Industry – Bob Bly

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Banks … mutual funds … mortgage brokers … financial planners … brokerage firms … insurance companies … options trading services … and other clients in the financial services industry pay top dollar to copywriters who can sell more of their investment products and services to profit-hungry investors.

Dear Copywriter:

Which copywriting clients can afford to pay you the highest fees?

Answer: clients in the financial services industry, of course.

You see the obscene salaries investment bankers, traders, and money managers earn on Wall Street, right?

Often annual salaries — combined with bonuses — can top the seven figure mark!

When a brokerage or mutual fund is paying money managers millions, the few thousand dollars you ask to write a brochure that sells their stocks or mutual funds seems like chicken feed.

And that’s an ideal situation for you as a freelance copywriter: working for companies who happily sign off on your four and five-figure project estimates without a second glance.

Getting steady copywriting gigs from financial services clients is the fastest way to land on “freelance copywriter easy street.”

I should know. My name is Bob Bly, and I have been making a handsome living writing copy for financial products and services for over a quarter of a century:

One of my clients, a marketer who sells an options trading service, just sent me yet another royalty check for the control mailing I wrote for them … this one for $12,211.

A major commercial bank kept me busy for years writing brochure after brochure for services ranging from equipment leasing to currency exchange.

Another client, a publisher of trading software, sends me thousands of dollars a year in royalty checks for a direct mail piece I wrote that tripled their control.

And that’s just the tip of the iceberg.

Over the decades, I’ve written for financial services clients ranging from mortgage brokers and lenders, to insurance companies and precious metals.

But as generous as their copy budgets may be, marketing managers in the financial services sector are somewhat selective when it comes to hiring freelance copywriters.

They expect you to speak the lingo … understand the markets … and know the difference between a load and a no-load fund.

And of course, they also want copy that dazzles their bosses — as well as gets investors to buy whatever they are selling.

Become a financial copywriter – once difficult, now easy.

In our 87-page e-book, Freelance Copywriting for the Financial Services Industry, Kerry Blount and I reveal how to make money as a copywriter in the lucrative financial services market.

Including:

• Getting started as a freelance financial copywriter – what you need to know. Page 4.
• How to make sure your financial copy is fully compliant with Securities and Exchange Commission (SEC) regulations. Page 76.
• Marketing VULs (Variable Universal Life) insurance policies and annuities to consumers. Page 42.
• 27 time-tested ideas for direct mail packages selling subscriptions to investment newsletters. Each has been a proven winner in the mail. Page 86.
• 5 ways to get financial services companies to hire you as their copywriting specialist. Page 78.
• 15 types of financial services clients that need copywriters to produce their marketing materials. Page 5.
• 8 most popular products banks ask copywriters to write about. Page 47.
• The Gramm-Leach-Biley Act — and how it broadens the market for financial copywriting services. Page 6.
• 5 steps to converting cold calls into hot leads when going after your first financial services clients. Page 82.
• Increasing the power of headlines in your financial copy by finding the Big Idea behind your product or offer. Page 49.
• 4 types of banks waiting to buy your copywriting services – and how to reach each. Page 8.
• Using Michael Masterson’s “4 U’s” formula for writing more powerful financial headlines and subheads. Page 51.
• The most lucrative “undiscovered” financial services niche for direct mail writers: copywriting for the insurance industry. Page 9.
• 15 distinct markets for financial services … and how to write for each. Page 54.
• Make money writing for trading services … financial planners … investor relations … mutual funds … precious metals Starts on page 10.
• Selling to traders vs. buy-and-hold investors. Page 56.
• Targeting the lucrative Baby Boomer niche in your financial services copy. Page 14.
• 7 steps to understanding any financial product or service you are writing about. Page 58.
• What you need to read – and watch on TV – to get plugged into the world of investments and finance. Page 16.
• 26 important web sites every financial copywriter needs to know about. Page 59.
• Writing copy to sell bonds … ETFs … mutual funds … stocks … oil and gas … precious metals. Starts on page 18.
• 3 proven copy strategies for boosting response rates to financial direct mail packages. Page 62.
• Key indicators for proving to prospects that a particular stock is undervalued and a good bargain. Page 25.
• 12 factors that motivate consumers to invest in financial products. Page 66.
• What to charge for rack brochures … magalogs … sales letters … DM packages … and other common financial copywriting projects. Turn to page 29.
• Understanding the buyer’s core emotional complex with the BDF formula. Page 66.
• How to sell gold, silver, and other precious metals to investors. Page 31.
• The 4-legged stool formula for writing credible, believable financial copy. Page 70.
• Promoting energy stocks, limited partnerships, and other oil and gas investments. Page 34.
• 3 key elements you need to generate leads and orders in the closing paragraphs of your financial copy. Page 72.
• Marketing commodities trading services, seminars, and courses. Page 35.
• 6 strategies for overcoming price resistance when selling high-end investments and financial products. Page 73.
• Promoting options-related offers in print ads, direct mail, and the web. Page 36.
• 4 steps to creating a guarantee that gets buyers comfortable enough to invest in your client’s financial publication, software, fund, or stock. Page 75.
• How to write copy that sells term and whole life policies by the truckload. Page 40.
• Plus: Financial web sites … books … magazines … newspapers … trade publications … and so much more….

“I stayed up all night reading the ebook. It was informative, and definitely alleviated many concerns I had about my financial writing potential, and it helped me to really pinpoint my next business moves with real focus. This was a very quality product, and I appreciate Bly bringing it to market and Blount writing.” –Jessie Haynes

“I just bought your e-book Selling to the Financial Industry which is great! Truly fits into my particular BTB niche!” –Larry Elkan

“A couple of months ago I purchased your ebook titled A Guide to Freelance Copywriting for the Financial Services Industry. Its not only interesting but extremely useful. It’s a great supplement to AWAI’s Financial Copywriting course which I am taking now. I’ll definitely be buying more ebooks from you in the future.” –Sara Lackey