Numbers are a crucial part of financial marketing. They validate claims, showcase your credibility and provide a backbone for a solid financial story.
But numbers alone can feel cold, distant, and if we’re being perfectly honest, a bit boring.
What’s missing here? Heart. And you can get that through a good story. Skilled storytelling can tether meaning to those numbers and help your audience better understand why those numbers are so important to their own lives.
Are you ready to find the right balance and keep your audience engaged? Here’s what you need to know about balancing data and storytelling in your financial content.
Numbers Build Trust, Stories Create Connection
Whether you’re a financial advisor, a fintech startup or an insurance company, data-backed claims make your audience feel secure in your hands.
But trust without emotional connection can fall flat.
Imagine reading marketing material that was chock-full of straightforward performance charts. Even if there are some impressive numbers tethered to those charts, those numbers are just statistics. They tell a story, but in the way a radio instruction manual would.
Now imagine pairing it with a testimonial that sounded something like this:
“This firm has advised my family for more than two decades and helped guide us through some difficult life events. When my wife passed, John helped lead me through the various financial consequences and account changes. Thanks to him, I was able to make sound decisions during an emotionally trying time. John’s dedication to his clients is second to none, and I recommend him highly to anyone who needs financial guidance.”
Again: Numbers are an important demonstration of your firm’s abilities. They need to be there. But emotional connections are what ultimately will speak to a large number of prospective clients.
Why Emotions Matter in Financial Marketing
Financial decisions are inherently emotional. Investing in a child’s education, buying a home and saving for retirement aren’t just about crunching numbers — they’re about hope, ambition and security.
The majority of people make decisions emotionally first, then rationalize them with logic.
Thus, leading with emotion and using financial data in a supporting role doesn’t just make your content soundnice — it’s effective. When you lead with a story, you’re showing your audience a picture and using the numbers to assure them that the picture you’ve painted is possible.
How to Strike the Right Balance
1. Start with the why
Whether you’re drafting a blog post, recording a webinar or creating an ad, start by addressing the purpose behind it. What problem are you solving and why does it matter?
For example, stating that you offer competitive mortgage rates is fine — but how does that directly benefit your audience?
A statement like “We believe everyone deserves a fair shot at homeownership. That’s why we’re committed to offering competitive mortgage rates that make your dreams affordable” adds a human element to an otherwise dry declaration.
2. Weave in human stories
Every financial success story has a very human element behind it. Showcase how your products or services have changed lives. Testimonials, case studies and real-life examples not only resonate on an emotional level, but also help your firm to build credibility.
Here’s an example:
“According to a recent survey, 77% of Americans worry about their financial future. We believe no one should lose sleep over money. That’s why we’ve developed personal strategies that help clients like Amanda, a single mom, turn financial stress into peace of mind. With our help, Amanda was about to reduce her debt by 40% in two years, allowing her to focus on what really matters — her family.”
The numbers are still there to lend credibility, but Amanda’s story creates empathy and relatability.
3. Break down the data
Numbers are powerful, but only if people understand them. Avoid overwhelming your audience with too much jargon or overly complex concepts and figures. Instead, make the data relatable through storytelling.
4. Engage the sense
Use descriptive language and visuals to paint a picture of success. Help your audience not just understand the numbers but feel the results. An image of a retiree traveling the world or a family enjoying their dream home can communicate what spreadsheets can’t.
5. Maintain credibility
While storytelling is important, you should never sacrifice accuracy. Your audience needs to leave feeling inspired and informed. Double-check your stats, avoid overpromising, and be transparent with the way you present your information.
Are You Ready to Create a Memorable Financial Story?
Financial marketing doesn’t have to be boring. By combining data with heart, you can craft messages that inform as well as inspire, leading to a deeper connection with your audience and stronger engagement with your firm.
At Mischa Communications, we believe every business has a story. We can’t wait to hear yours!