Most writing inherits its voice by accident. But tone is strategy. If you sounds like everyone else, you’ll get results like everyone else.
Most fintech content has an invisible voice problem. It doesn’t sound bad. It sounds… fine. Clear-ish. Professional. Vaguely reassuring.
The problem is, so does everyone else.
That flat, neutral, safe tone? It’s not a strategy – it’s inertia. It shows up when copy is written by committee, passed through compliance, or ghosted by someone with a brief that says “clean, informative tone” and little else.
No one chooses it. It just… happens.
But the moment a reader lands on your site and hears the same cadence, phrasing, and structure they’ve read fifty times this week, they’re gone.
Your voice isn’t bad. It’s invisible.
What this costs you
When your tone blends into the background, so do your ideas.
Your best insights get ignored. Your case studies get skimmed. Your differentiators? Diluted.
If your writing doesn’t sound like a person wrote it, no one will read it like one did. And if your brand sounds like a composite of five others, don’t be surprised if prospects forget you the second they close the tab.
It’s not about being loud. It’s about being unmistakable.
Because in fintech, credibility isn’t just what you say. It’s how you say it.
How to fix it
Here’s how to test if your blog has a real voice – or just a readable one.
1. Would you say it aloud?
If the sentence feels weird coming out of your mouth, it’s probably filler. Or worse, jargon.
2. Could a competitor say the same thing?
If the answer is yes, it’s not distinctive. Rewrite it until it feels like only you could’ve said it.
3. Would your sharpest buyer care?
Not the SEO intern. Not the awareness lead. The one who actually signs things. The person who can get you on the shortlist. Write for them. Tone will follow.
And remember: a clear point of view beats a polished one. Every time.
What I’m really doing
Let me drop the veil for a second.
I don’t write like this because I enjoy being blunt or combative.
I write like this because voice is a filter.
This tone attracts the right people and quietly puts off the wrong ones. It resonates with potential clients that would be a good fit and makes the rest feel itchy.
That’s not accidental. That’s the point.
You don’t have to write like me. But you do need to write like someone.
Close
Your blog already has a voice.
The question is whether it’s helping you – or blending you into the noise.