Selling *You* Before the Product in FinServ Content Marketing
“The product that any writer has to sell is not the subject being written about, but who he or she is.”
– William Zinsser, On Writing Well (1976)
William Zinsser was talking to “traditional” writers when he penned those words nearly five decades ago, but don’t let the context fool you: this insight isn’t just for novelists or journalists.
It’s a goldmine for financial services professionals.
Whether you’re a wealth manager, financial advisor, or investment strategist, Zinsser’s advice is arguably more relevant to you than to the literary crowd.
If you’re using the written word in your work (and let’s be honest, you are), your content likely serves one of two goals:
Generating leads and acquiring new clients or investors.
Retaining existing ones by proving you’re delivering maximum value (think prudent financial management, risk-adjusted returns, or tailored solutions).
But here’s the catch: when you’re at the top of your marketing funnel, focusing on those goals alone can be a costly mistake.
Reframing Zinsser for Financial Services Content Writing
Let’s put Zinsser’s wisdom into marketing terms. At the start of your client or investor journey, you’re not selling a product, a portfolio, or even a performance track record. You’re selling you—your authority, your expertise, your unique perspective. This is where the old storytelling adage “show, don’t tell” becomes your guiding star, just as much as Zinsser’s quote.
One of the biggest missteps I see in financial services content strategy is the rush to the finish line. Too many professionals lead with testimonials, client success stories, data sheets, or performance metrics. In other words, content that tells prospects how great they are. It’s understandable. You’re proud of your results, and you want to showcase what you bring to the table.
But that approach skips a critical step. It short-circuits both Zinsser’s thesis and proven marketing principles by pushing the “product” too soon. To attract clients and investors, you first need to demonstrate your authority and expertise, and not just declare it.
The FinServ Top-of-Funnel Challenge
Here’s where things get tricky. Creating top-of-funnel content that builds trust and authority isn’t as straightforward as optimizing for return on ad spend (ROAS) or tracking clicks and impressions. It’s harder to measure, and the payoff isn’t always immediate. But make no mistake.
It works.
I’ve worked with countless clients who’ve landed new partnerships and investors through consistent, high-quality top-of-funnel efforts like newsletters, white papers, or thought leadership articles. Often, these new connections didn’t engage in obvious ways—no immediate clicks, likes, comments. Instead, they quietly followed along, reading and absorbing for weeks or even months before reaching out.
This is why consistency matters as much as quality. Your audience needs to see you showing up, week after week, with insights that prove you know your stuff. That’s how you sell you.
How to Sell You Effectively with Financial Writing
So, how do you put this into practice? Here are a few ways to start:
Share your perspective: Write about trends, challenges, or opportunities in your niche. Don’t just regurgitate news—offer a take that’s uniquely yours.
Educate, don’t pitch: Create content that helps your audience understand complex topics, like market volatility or tax strategies, without an immediate sales angle.
Stay consistent: Whether it’s a weekly newsletter or a monthly white paper, keep showing up. Silent readers are watching, even if they don’t engage right away.
Be authentic: Your voice and values should shine through. Prospects want to work with someone they trust, not a faceless brand.
The Payoff
When you focus on selling you at the top of the funnel, you’re laying the groundwork for stronger relationships down the line. Those silent readers—the ones who don’t click or comment—might just be your next big client or investor. They’re waiting for you to prove you’re the real deal, not just someone with a shiny spec sheet.
Zinsser knew writers had to earn their audience’s trust by showing who they are. In financial services, the stakes are higher, but the principle is the same. Stop leading with the product. Start with you.
