How to sound smarter

Plain language: the opposite of ‘dumbed down’

Having a commercial focus requires that you write in plain language. Plain language is not ‘dumbed down’; quite the contrary. Writing in plain language has proven to increase reader trust and strengthen perceptions of intelligence on the part of the writer. Given that an investment house only sells expertise, Continue reading How to sound smarter

On the importance of having a commercial focus

Having a commercial focus requires that you write in plain language. Plain language is not ‘dumbed down’; quite the contrary. Writing in plain language has proven to increase reader trust and strengthen perceptions of intelligence on the part of the writer. Given that an investment house only sells expertise, which the investor hopes will translate into future investment gain, it is in your best interests to learn what plain language does and how to use it. Continue reading On the importance of having a commercial focus

Accentuate the positive

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. Continue reading Accentuate the positive

Those pesky emotions: The role of feelings in investment marketing, Part II

Fast cars and feeling good

Please indulge me while I digress shamelessly to talk about fast cars.

The ‘features’ of a sports car might include engine size, top speed, acceleration rates, horsepower, finish and so forth. Some people might say the ‘benefits’ of a sports car would be beautiful paint, power, style and so forth. But they haven’t got it.

The real benefit of a beautiful sports car, is Continue reading Those pesky emotions: The role of feelings in investment marketing, Part II

Those pesky emotions: The role of feelings in investment marketing

People ultimately make buying (investing) and selling (cashing out) decisions for emotional reasons. Writing to assuage negative emotions, such as mistrust, fear of loss, lack of confidence, while Continue reading Those pesky emotions: The role of feelings in investment marketing

It’s about the client stupid, part III: Worked examples

Writing to and for clients

Read on for a few examples of how not to write, with suggested revisions. Continue reading It’s about the client stupid, part III: Worked examples

It’s about the client stupid: Part II

Don’t be a bore

‘But enough about me, what do you think about me?’

Most writers feel (or actually are) compelled to write only about their own company and their Continue reading It’s about the client stupid: Part II

It’s about the client, stupid

Investment management companies tend to write about themselves, their own interests and the nifty features of their amazing investment funds. But, to win and retain business you need to learn to write about what really interests clients. Continue reading It’s about the client, stupid