Have you ever wanted to learn about a new financial product or concept but found yourself re-reading a paragraph (or two) and still feeling confused?
If so, you may have been a victim of unclear or inconsistent writing.
As a writer or editor, the more you can spot and fix these content mistakes before publishing, the more happy readers (and, eventually, happy customers) you’ll enjoy.
If you want to ensure polished and professional content that will make your financial brand shine, this post is for you!
SLACC has your back
For the past three Insights, we’ve talked about ways to become a better writer by taking a page out of our very own “SLACC” editing handbook, which stands for:
S – Structure
L – Length
A – Accuracy
C – Consistency
C – Clarity
First, we discussed best ways to Structure your content. Next, we shared our thoughts on the perfect blog post Length. Then, we honed in on writing Accuracy.
This week, we discuss Consistency in writing, the next pillar of our editing process.
As we said in the first issue of this series: unlike editors, readers do not have to read all the way to the end of your opus.
So consistency is crucial to building readers’ confidence in whatever you have to say.
For example, if a noun is used to lead a bulleted or numbered list, then the rest of the items in the list should also be nouns. Switching back and forth will likely confuse readers.
Incorrect
Fruits I like to eat:
• Apples
• Orange (inconsistent quantity)
• I like pears, too (inconsistent usage)
Correct
Fruits I like to eat:
• Apples
• Pears
• Oranges
Other places where consistency counts will include:
• Headers and subheaders: Check for consistent usage of capitalization, nouns, verbs, tenses, and punctuation throughout the article.
• Grammatical style: Should you use an Oxford comma, em- or en-dash, or spaces here or there? Pick a style and stick with it.
• Tense and usage: Are you writing from a first-person or third-person point-of-view? Are you writing for one person or multiple people? Pronoun or object? Also, make sure the subjects and verbs agree.
• Spelling: Be careful, especially in the case of common compound words, e.g., preapproval vs. pre-approval, homebuyer vs. home buyer.
• Symbols: % or percent? $ or USD? $1m or $1 million? $1bn or $1 billion? Don’t use multiple formats in one piece or even across a full content library.
• Voice and Tone Consistency: Ensure that the voice (formal, informal, professional) and tone (encouraging, authoritative, friendly) of the content is consistent throughout.
This not only helps in maintaining reader engagement but also in building a recognizable brand voice.
• Consistency Across Platforms: If your content appears on multiple platforms (blog, social media, newsletters), it’s crucial to maintain consistency across all channels.
This helps reinforce your message and brand identity, making your financial brand more memorable and trustworthy.
• Visual Consistency: Ensure visual elements like fonts, colors, and layout styles are consistent, which is especially important in financial content to aid comprehension and maintain a professional look.
• Consistency in Argumentation: Ensure that the arguments or points made flow logically from one to the next. This helps in building a strong case for your points and ensures that readers can follow and understand complex financial concepts more easily.
• Updating Content Regularly: Consistency also means keeping your content up to date. This is particularly vital in the financial sector where regulations, market conditions, and best practices can change frequently. Regular updates ensure that your content remains relevant and trustworthy.
If you’re having consistency problems with your writers, be they freelance or in-house, developing a style guide can help keep everyone on the same page.
Need a hand?
We can help with branding projects, including style guides. Check out our comprehensive branding services.
You can also review these 16 content style guides and swipe & adopt them for your brand.
Consistency is key
Mastering consistency in your writing is not just about following rules, it’s about forging a connection with your readers and enhancing your brand’s credibility.
And a consistent approach is your secret weapon in turning casual readers into loyal followers. Embrace these principles, develop your style guide, and watch as your content stands out in the crowded world of financial communication.