People react positively to positive language, which can help you persuade and generate good will, the keys to moving to a buying decision. The opposite is also true.
Try to find a different approach, rather than using words like: no, do not, refuse, unfortunately, unable to, can’t, mistake, problem, avoid, error, damage, loss and failed. These words generally come up in RFPs when answering a question you have no good answer for, but they also appear in key features documents, fund reports and marketing collateral. As a result, investment writing often sounds like the firm is trying to weasel out of something.
How to sound more positive:
- Stress what something is, not what it isn’t.
- Talk about what you or your product can do, rather than what it cannot.
- Always start with action rather than apology or explanation.
Writing from the positive
|Negative text||Positive text|
|We regret to inform you that we cannot accept investment subscriptions of less than £10,000 in share class ‘I’.||Our institutional share class offers a substantial discount on the management fee for those investors who invest more than £10,000.|
|Our Killer Alpha Multi Manager Fund is not the usual cut-price multi-manager fund typically offered at such a low management fee.||Our Killer Alpha Multi Manager Fund offers benefits and features rarely found for such a low management fee.|