Making the complex clear and the clear compelling

Most financial services products and processes are convoluted enough without vague, legalistic, or jargon-ridden communications making things worse.

Amid the intense focus needed to deliver a major change project or launch an exciting new product, organisations can inadvertently over-complicate their messaging and alienate – or infuriate – their audience. But it doesn’t have to be that way.

I’ve written professionally for nearly 20 years, including 10 years in marketing and product communication roles with a major financial group.

As a freelance I now specialise in financial services communications and content, but not to the exclusion of all else – clients have also included a tech start-up, a metropolitan university and The Australian newspaper’s marketing division.

"Richard always adopts a ‘customer first’ approach to content creation and has a flair for bringing otherwise mundane or technical material to life in a way that engages customers and generates results."

Amanda Crews, Director Customer & Service Delivery, NSW Department of Primary Industries

What I do

Web copy

Search optimised wording to inform, entertain, and convert

Case studies & profiles

Real people, real stories that capture attention and keep it

Product & marketing copy

From campaign creative to sales brochures to emails to PDSs

B2B content

White papers, product and technical updates, strategy briefings, tenders

Feature articles

For client newsletters, trade media, blogs, in-house content platforms

Stakeholder & customer comms

Product and legislative updates, project comms, annual statements and reports

If you’ve got a writing project you’d like to discuss, or would like to learn more on how I could help you get your message across, please email me at:

richard@richardwaters.com

What I don't do

I don’t do corporate buzzwords or silly acronyms and I avoid jargon (unless I’m writing for NASA, which hasn’t happened yet, but you have to dream).

So if you think any customer deserves stuff like this, we’re probably not a good match:

“UNDER THIS NEW ALIGNED END-TO-END CAPABILITY, [COMPANY] WILL MANAGE THE FULL SALES ENGAGEMENT AND SUBCONTRACT ASPECTS OF THE FULFILMENT TO A COLLABORATIVE PARTNER. BUT WE REMAIN ACCOUNTABLE TO OUR VALUED CUSTOMERS THROUGHOUT THEIR SEAMLESS PURCHASE VOYAGE.”