Standard Life

Retirement options brochure

I have substantial experience in writing for all types of financial markets – from the high street to hedge funds. This 8-page brochure takes the target audience through their retirement options.

The challenge for financial copywriting is to ensure the copy continues to read smoothly and persuasively throughout the extensive compliance approval process; this frequently demands many drafts of copy and I always try to ensure that the last reads as smoothly as the first. No matter how many client amends have been made, the copy needs to be tweaked or re-woven each time to make sure that there are no logical leaps and no jumps in tone. Reading copy should be like drinking a glass of water: it should go down smoothly with no hiccups.

You want your target audience to understand you and stay with you.

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