Assaf Kedem

The Investment Writing Handbook (eBook, PDF)

How to Craft Effective Communications to Investors

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 224
• Erscheinungstermin: 23. Februar 2018
• Englisch
• ISBN-13: 9781119356738
• Artikelnr.: 52147646

Autorenporträt

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.

Inhaltsangabe

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

Introduce Fresh Alternatives to Trite Jargon 56

Be Discerning about Nuance 58

Use Plain Language--Even If It's Technical 62

Piquing Investors' Interest 64

Forge a Compelling Storyline for Your Piece 64

Craft Alluring Headlines 64

Incorporate Storytelling and Anecdotes 66

Animate Your Writing with Quotations, Metaphors, and Other References 66

The Value of a Style Guide for Investment Writing 67

Key Areas to Cover in Your Firm's Style Rules 68

Syntax, Wording, and Formatting 68

First-Person Pronouns and Possessives 69

Chart Labeling 70

International Considerations 70

Inessential Words 71

Cumbersome Constructions 72

Legal Considerations 72

Tone 73

Principles for Creating Scannable Copy 75

Addressing Common Language Mistakes 75

A Parting Note on Style 76

Notes 76

CHAPTER 5 Developing an Architecture of Investment Content 77

Part 1: Foundational Literature 78

Firm-Overview and Investment-Capabilities Brochures 78

Strategy and Product Profiles 84

Packaging Your Strategy or Product Profile with Other Literature 107

RFP Responses 107

Pitch Books 114

Case Studies 117

Topical Brochures 121

Concluding Foundational Literature with a Call to Action 126

Part 2: Intellectual Capital 126

The Strategic Use of Intellectual Capital 127<