Finance AU (@Finance) – Collected copywriting samples

This is an email campaign targeting two distinct personas (small business owners and homebuyers) with a focus on conversion. Each email focuses on how @Finance provides value-driven solutions for their personas.

“Most people don’t realize they’ve overpaid on their home loan… until it’s too late.
Around 20-30% of Australians struggle to pay back their mortgage loans.
We make sure you’re not one of them.”

Finance AU (@Finance) is an Australian-based brokerage helping clients navigate business and home loans by providing access to a wide panel of lenders.

The Objective: To write a segmented email campaign targeting two distinct personas—small business owners and homebuyers. I used customer pain points like Bank delays and higher interest rates to create empathy and establish a connection with both personas. I positioned @Finance as an accessible alternative through its tailored solutions (70+ lenders, lower interest rates, fast approvals).

Target Audience:

• Business Owners: Focused on speed, cash flow, and beating the competition.
• Homebuyers: Focused on long-term affordability, interest rates, and avoiding “mortgage stress.”

The Solution:

• Empathy-Led Openers: Used relatable scenarios (anxiety over bank delays and overpaying for a home) to build immediate rapport.
• Process Transparency: Outlined a simple 4-step path to secure funding and lower the barrier to entry for overwhelmed business owners.
• Authority Building: Leveraged statistics (70+ lenders, 24-72 hours) and social proof to establish credibility in a high-stakes industry.