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The writing "bible" for financial professionals
The Investment Writing Handbook provides practical, accessible guidance for crafting more effective investor communications. Written by an award-winning writer, editor, and speechwriter, this book explains the principles and conventions that help writing achieve its purpose; whether you need to inform, educate, persuade, or motivate, you'll become better-equipped to develop a broad range of communications and literature for investor consumption. Examples from real-world financial institutions illustrate expert execution, while explanations and advice targeted specifically toward investor relations give you the help you need quickly. From white papers and investment commentary to RFPs, product literature, and beyond, this book is the financial writer's "bible" that you should keep within arm's reach.
Investment writing is one of the primary influences on investors' attitudes. It educates, informs decisions, shapes opinions, and drives behavior--so shouldn't it be expertly-crafted to achieve its intended goal? This book explains the "tricks of the trade" to help you get your message across.
Understand the principles of effective investor communication
Master the conventions of informative and persuasive writing
Examine well-written sample documents from real-world institutions
Improve research papers, presentations, investor letters, marketing literature, and more
Virtually all firms with investors as clients need to communicate to them regularly, but few financial professionals receive formal training in investor communications. When investors' opinions, attitudes, and actions determine the health of your company, it is vitally important that these communications not be left to chance. The Investment Writing Handbook provides essential guidance and clear explanations to help you transform your communication strategy, execution, and results.
Autorentext
ASSAF KEDEM is an award-winning writer who has served in a range of communication roles at marquee financial institutions with global reach for nearly two decades. He is also an adjunct professor of writing and communications at New York University's master's program in public relations and corporate communication, and he lectures periodically at The Summit for Asset Management (TSAM), a global congress and series of events featuring educational discussions about the investment industry.
Klappentext
Praise for The Investment Writing Handbook "An exhaustive, highly useful bookfeaturing plenty of instructive examplesthat will serve anyone who writes for the investor."
Darla Hastings, Global Head, Marketing, Thomson Reuters Former Chief Marketing Officer, MSCI "A vital companion for investment firms seeking to foster productive relationships with their clients, address their concerns, and establish a strong communication practice."
Paul Galant, CEO, Verifone Systems Former CEO, Citi Enterprise Payments "A blueprint that advances the communications profession by offering effective techniques for simplifying complex investment matters, making them accessible and engaging, and conveying the value of investment services ethically and transparently."
Jerry Webman, Former Chief Economist, OppenheimerFunds Author of MoneyShift: How to Prosper from What You Can't Control "A valuable source of counsel tackling the most delicate aspects of substance, style, and tone when communicating to the investor."
David Maya, Partner, Financial Services, Oliver Wyman "A handbook that does an excellent job describing how to craft communications for investors, and from which I personally learned a great deal."
Wesley R. Gray, PhD, CEO, Alpha Architect Co-Author of Quantitative Momentum "A trenchant guide that provides clear, tangible direction for all communicators in the investment-management business."
Stephen Tisdalle, Chief Marketing Officer, State Street Global Advisors
Zusammenfassung
The writing "bible" for financial professionals The Investment Writing Handbook provides practical, accessible guidance for crafting more effective investor communications. Written by an award-winning writer, editor, and speechwriter, this book explains the principles and conventions that help writing achieve its purpose; whether you need to inform, educate, persuade, or motivate, you'll become better-equipped to develop a broad range of communications and literature for investor consumption. Examples from real-world financial institutions illustrate expert execution, while explanations and advice targeted specifically toward investor relations give you the help you need quickly. From white papers and investment commentary to RFPs, product literature, and beyond, this book is the financial writer's "bible" that you should keep within arm's reach.
Investment writing is one of the primary influences on investors' attitudes. It educates, informs decisions, shapes opinions, and drives behaviorso shouldn't it be expertly-crafted to achieve its intended goal? This book explains the "tricks of the trade" to help you get your message across.
Inhalt
Preface xi
Introduction: For Whom is This Handbook, and Why? xiii
Acknowledgments xv
About the Author xvii
Chapter 1 The Building Blocks of Investment Writing 1
What's Investment Writing All About? 1
Applying Journalistic Principles to Investment Writing 2
The Five Ws and the Pyramid Principle 3
Inquisitiveness 4
Proactive Idea Generation 6
The Strategic Purposes of Investment Writing 7
Note 8
Chapter 2 Writing for Investor Acquisition and Retention 9
Framing Your Investment Proposition as the Solution to a Problem 11
Step 1: Define Your Offering 12
Step 2: Identify Your Client's Problem 12
Step 3: Acknowledge the Problem 14
Step 4: Frame Your Offering to Address the Investor's Concerns 14
Investor Retention: It's All in the Communication 15
Opportunities for Retentive Communications 17
Facts are Key for Reassuring Your Investors 19
Other Considerations for Reassuring Investors 27
Notes 31
Chapter 3 Writing for Intermediaries 33
How Intermediaries Expect You to Communicate 34
Communicate on a Consistent Basis 34
Crystallize the Details of Your Firm's Offerings 35
Provide Timely, Turnkey Investment Literature 35
Keep Your Communications Targeted 37
Intermediaries Don't Have It Easy, So Help Them Out 38
Chapter 4 Stylistic Considerations for Investment Writing 39
Setting the Appropriate Style 41
The Desired Image and Voice an Investment Firm or Professional Wishes to Project 42
The Type of Literature Being Written 43
The Investor's Presumed Knowledge about the Subject Matter 47
On Using Jargon 48
Refrain from Explaining Certain Jargon to Highly Sophisticated Investors 49
Distinguish Between the Three Broad Levels of Investment Literacy 50
Alternatives to Explaining Jargon 52
Cut Through Extraneous Technical Detail 53
If You Risk Being Vague, Err on the Side of Clarity 54
Intr…