I came across Kyle’s work on Linkedin and immediately knew I wanted to work with him when putting something together for our ‘The Best In’ series.
Kyle Bell is an all-around B2B marketing expert, in everything from copywriting to landing page building, and ad management.
The whole shebang!
Kyle works predominantly, in the Fintech sector, and scales companies through getting their marketing copy in a place that helps them soar past competitors.
Written by Claudia Lee | Founder of Nexus Gecko
What is Fintech?
FinTech, or “Financial Technology,” refers to the integration of technology by financial services companies to improve their use and delivery to consumers.
It’s high in demand, and only going to grow. But the main issue…?
Most don’t know, how to write about what they do. This is where Kyle comes in.
Here are Kyle’s 5 key elements, of how to scale fintech, with content.
Take a look.
Perfect Headlines: For Fintech Content
Snap attention. Upfront, and at the start.
The first 5 seconds of attention anyone gives you, is the most important when making an impression.
“Spend more time writing your headlines than the body copy for your next copywriting assignment.
David Ogilvy said in his infinite wisdom that 80% of your advertising dollar is devoted to the headline.”
Who is David Ogilvy?
Known as “The Father of Advertising,” Ogilvy is credited with revolutionizing the advertising industry. He founded Ogilvy & Mather in New York in 1948. To this day, it is still renowned as one of the most successful advertising agencies in the world.
His main approach? Long-form copy.
He believed in crafting well-written, informative, and engaging ads that focused on selling the product effectively, often using long-copy advertisements.
I can recommend, two of his books I have personally read, “Confessions of an Advertising Man” and “Ogilvy on Advertising.”
How Long Should A Headline Be?
The key is to make something enticing. Here’s what Kyle has to say.
“I’d recommend writing a minimum of 25 headlines and choosing 2–4 to split-test to see which one yields the greatest response.”
And, that’s the real kicker. Testing. The only way to know if you have got a good headline is in the results.
“I write 50–100 headlines for each copywriting assignment. Sometimes more.”
People operate in patterns, and once someone gets used to your style, the key is continuity. You’ll see that a lot in our work, as well as Kyles.
“Use short and snappy sentences. Why? People enjoy them. They work. It’s how people think. In patterns. Do you see how this works?”
It sounds cliche, but if you can’t sum yourself up in a sentence, no one else with have the patience to listen to a paragraph.
Mastering Subheadings
Once you’ve got the attention grabber, the next step is to build something that creates intrigue, and a need to explore the rest of your work.
“Most people skim your copy. Very few read every word. Why? Convenience. So a killer subheading will stop a reader in their tracks.”
He’s right. Your 2000 or even 3000-word article will not be read, word for word. No information is. Even what you’re reading now.
Your brain will always try to make things easier for you, that’s the way it works. If there is a way to absorb information but only search for the necessary details, it will do.
This is why, adding things to your work, that highlights clear pain points, common problems or things that are relatable, is very important.
“Use pain points your readers experience. Make a bold, outlandish claim. Say something simple.
Just write something that breaks up the monotony of your copy.”
Keep It Snappy
Once you’ve made a point clear. Move on. Don’t let it get stagnant.
“Treat each word like it’s your last. Entertain people. Use humor. Make people feel welcome. Show them you care. Everyone wants to be understood.”
The truth is if you wouldn’t sit through an article, your reader probably won’t either.
And there is a fine line to walk between, being too long and monotonous, and not providing the value in the first place.
What do we do at Nexus Gecko? Put everything with clear headings. That’s the best way people can organise in their minds, what they’re absorbing.
So people clearly know, that what is underneath the heading, will be answered.
Don’t Bore. Or They’ll Ignore.
Never bore your readers. Guide people along. Give them something to latch on to.
Your writing should be like leaving a trail of breadcrumbs, not throwing the entire load at them!
“Tell weird stories. Use obscure expressions. All of these idiosyncrasies play a vital role.
Remember this point, the entire point of any copy is to get your reader to read the next sentence.
Once you fall short, the reader has checked out.”
Subtle Sale
Also, don’t pitch slap. Often in complex B2B sales, it’s more a case of discovery, rather than, come-and-work-with-me.
Remember just because someone is reading your work, doesn’t mean they want it, right there and then.
“People don’t like direct CTA’s anymore, such as: learn more, click here, reserve a demo, claim a discovery call, etc.
They are overused. People want “soft” CTA’s.
Here are 3 examples:
Worth exploring?
Open to chatting?
Thoughts?”
These are some great examples, but don’t just copy. Get a Word document and come up with at least 30 of your own.
And just like the headlines, test them.
“Keep this in mind: your conversion rates highly depend on the simplicity of your CTA.
I’ve witnessed my response rate double because I’ve changed one word in a CTA.
The key here is to follow a philosophy I use called: testing through eternity.
In short: never be afraid to try something new because you may be leaving money on the table.”
Split Testing In Advertising
Here’s what Kyle had to say about a recent LinkedIn campaign.
“I ran a LinkedIn ad campaign for a FinTech recruiting company.
The average click-through rate for a LinkedIn ad is 0.55%.
The click-through rate for these two ads we split-tested was 5.05% and 4.73%, which resulted in an average click-through rate of 4.88%.”
I was very proud of the result because we targeted the correct audience, used graphics to complement the copy, and tackled the pain points FinTech recruiters were experiencing with software engineers.”
I mean think of how that affects margins! Think of how that affects scalability! That’s why Kyle is so good at what he does. Don’t leave anything, on the table!
How Does Kyle Bell Feel About AI & Writing In General
With both me, Claudia, and Kyle, as copywriters, I wanted to hear his approach of the industry in general.
What does he think of others, and how will AI affect things. I’ve mentioned before about AI, and how I see it being no real threat to our space, only a tool. Only really awful copywriters will get cut off, by the AI movement.
The good ones will know how to use it.
“My left field is 90% of copywriters don’t know how to write copy.
They refuse to follow timeless formulas that create conversions.
The other 10% understand the craft. But don’t write daily to make an impact. Very few copywriters follow a strict daily writing routine and wonder why they aren’t successful.”
I really like how he put this! 9/10 don’t know the basics. And the 1/10 that do, don’t have the momentum.
I think is this perfectly put.
“I know how impactful words are to people since I’m as extroverted as a human being can get. Every word connotes an emotion. That’s why I chose to become a copywriter. And I love sales.”
I asked him about his core message and what drives him.
“My core message is to love the work you do, take pride in it, and put your best foot forward when taking on any project.
Treat the free assignment the same as a paid assignment. Look to be all you can be every single day. What drives me is the willingness to ceaselessly improve every single day. Whether it’s my fitness, copywriting abilities, social skills, relationships with loved ones, etc.”
And, I think that he’s summed it up perfectly.
The key is consistency.
In writing.
In posting.
In message.
“I notice a lot of B2B FinTech companies misalign their messaging and offer a lot, which causes them to have an inconsistent sales funnel, longer average sales cycle, and less traffic going to their website.
I truly enjoy helping people crack this code because I love when my clients grow their business YoY.”
Final Words From Me
I absolutely loved hearing what Kyle had to say here, and thank you very much to Kyle also for appearing on Nexus Gecko!
I asked him, who are your 3 favourite creators, that others should check out on LinkedIn. This is who he recommends:
So go check them out, and be sure to reach out to Kyle here, if you would like to grow your Fintech brand.
There’s no better man for it!
If you’d like to appear on our The Best In series, and you have a story to tell, simply email claudia@nexusgecko.com for more details.
What is Nexus Gecko?
Nexus Gecko is a content agency, founded by Claudia Lee. We are a concise team of writers, SEO specialists and graphic designers who build content systems for companies all over the world.
If you would like to know more about having an entire year of content built and planned for you, in just 30 days, and scale your revenue, you can reach out to us here via claudia@nexusgecko.com.
