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
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
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
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
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
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
This blog aims to help anyone who writes, communicates or manages communications in an investment setting to: Continue reading The problem with investment writing.