Many clients tell us they struggle to find and train writers who can create engaging content about financial matters. We understand, because we’ve worked with financial writers for almost 25 years. During that time we’ve identified specific principles that guide our writing, editing and training. Here’s the most important principle:

Practice empathy.

Imagine you are the reader, and do your best to adopt his or her perspective. Ask…

    • Does this piece address my needs and concerns?
    • Is each point completely clear to me, or are parts ambiguous or confusing?
    • Is the piece succinct?
    • Does it truly help me?

Helpful content engages readers. In our experience, the key to writing helpful content is empathy. So when you hire, train and evaluate writers, consider: Are they practicing empathy toward your readers?