Details

The Investment Writing Handbook


The Investment Writing Handbook

How to Craft Effective Communications to Investors
Wiley Finance 1. Aufl.

von: Assaf Kedem

46,99 €

Verlag: Wiley
Format: PDF
Veröffentl.: 23.02.2018
ISBN/EAN: 9781119356738
Sprache: englisch
Anzahl Seiten: 224

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Beschreibungen

<b>The writing "bible" for financial professionals</b> <p><i>The Investment Writing Handbook </i> 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.</p> <p>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.</p> <ul> <li>Understand the principles of effective investor communication</li> <li>Master the conventions of informative and persuasive writing</li> <li>Examine well-written sample documents from real-world institutions</li> <li>Improve research papers, presentations, investor letters, marketing literature, and more</li> </ul> <p>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. <i>The Investment Writing Handbook </i> provides essential guidance and clear explanations to help you transform your communication strategy, execution, and results.</p>
<p>Preface xi</p> <p>Introduction: For Whom is This Handbook, and Why? xiii</p> <p>Acknowledgments xv</p> <p>About the Author xvii</p> <p><b>Chapter 1 The Building Blocks of Investment Writing 1</b></p> <p>What’s Investment Writing All About? 1</p> <p>Applying Journalistic Principles to Investment Writing 2</p> <p>The Five Ws and the Pyramid Principle 3</p> <p>Inquisitiveness 4</p> <p>Proactive Idea Generation 6</p> <p>The Strategic Purposes of Investment Writing 7</p> <p>Note 8</p> <p><b>Chapter 2 Writing for Investor Acquisition and Retention 9</b></p> <p>Framing Your Investment Proposition as the Solution to a Problem 11</p> <p>Step 1: Define Your Offering 12</p> <p>Step 2: Identify Your Client’s Problem 12</p> <p>Step 3: Acknowledge the Problem 14</p> <p>Step 4: Frame Your Offering to Address the Investor’s Concerns 14</p> <p>Investor Retention: It’s All in the Communication 15</p> <p>Opportunities for Retentive Communications 17</p> <p>Facts are Key for Reassuring Your Investors 19</p> <p>Other Considerations for Reassuring Investors 27</p> <p>Notes 31</p> <p><b>Chapter 3 Writing for Intermediaries 33</b></p> <p>How Intermediaries Expect You to Communicate 34</p> <p>Communicate on a Consistent Basis 34</p> <p>Crystallize the Details of Your Firm’s Offerings 35</p> <p>Provide Timely, Turnkey Investment Literature 35</p> <p>Keep Your Communications Targeted 37</p> <p>Intermediaries Don’t Have It Easy, So Help Them Out 38</p> <p><b>Chapter 4 Stylistic Considerations for Investment Writing 39</b></p> <p>Setting the Appropriate Style 41</p> <p>The Desired Image and Voice an Investment Firm or Professional Wishes to Project 42</p> <p>The Type of Literature Being Written 43</p> <p>The Investor’s Presumed Knowledge about the Subject Matter 47</p> <p>On Using Jargon 48</p> <p>Refrain from Explaining Certain Jargon to Highly Sophisticated Investors 49</p> <p>Distinguish Between the Three Broad Levels of Investment Literacy 50</p> <p>Alternatives to Explaining Jargon 52</p> <p>Cut Through Extraneous Technical Detail 53</p> <p>If You Risk Being Vague, Err on the Side of Clarity 54</p> <p>Introduce Fresh Alternatives to Trite Jargon 56</p> <p>Be Discerning about Nuance 58</p> <p>Use Plain Language—Even If It’s Technical 62</p> <p>Piquing Investors’ Interest 64</p> <p>Forge a Compelling Storyline for Your Piece 64</p> <p>Craft Alluring Headlines 64</p> <p>Incorporate Storytelling and Anecdotes 66</p> <p>Animate Your Writing with Quotations, Metaphors, and Other References 66</p> <p>The Value of a Style Guide for Investment Writing 67</p> <p>Key Areas to Cover in Your Firm’s Style Rules 68</p> <p>Syntax, Wording, and Formatting 68</p> <p>First-Person Pronouns and Possessives 69</p> <p>Chart Labeling 70</p> <p>International Considerations 70</p> <p>Inessential Words 71</p> <p>Cumbersome Constructions 72</p> <p>Legal Considerations 72</p> <p>Tone 73</p> <p>Principles for Creating Scannable Copy 75</p> <p>Addressing Common Language Mistakes 75</p> <p>A Parting Note on Style 76</p> <p>Notes 76</p> <p><b>Chapter 5 Developing an Architecture of Investment Content 77</b></p> <p>Part 1: Foundational Literature 78</p> <p>Firm-Overview and Investment-Capabilities Brochures 78</p> <p>Strategy and Product Profiles 84</p> <p>Packaging Your Strategy or Product Profile with Other Literature 107</p> <p>RFP Responses 107</p> <p>Pitch Books 114</p> <p>Case Studies 117</p> <p>Topical Brochures 121</p> <p>Concluding Foundational Literature with a Call to Action 126</p> <p>Part 2: Intellectual Capital 126</p> <p>The Strategic Use of Intellectual Capital 127</p> <p>The Elements of Intellectual Capital 131</p> <p>The Packaging of Intellectual Capital 132</p> <p>The Process of Writing Long-Form Literature 140</p> <p>Part 3: Educational Literature 144</p> <p>Part 4: Digital and Social Media 147</p> <p>Part 5: Shareholder Communications 149</p> <p>Fund-Performance Commentary 150</p> <p>Now That You’ve Mapped Architecture… 152</p> <p>Notes 153</p> <p><b>Chapter 6 How to Simplify Complex Investment Subjects 155</b></p> <p>Think Bits—Not Pieces 155</p> <p>Visualize the Idea for Your Readers 157</p> <p>Start with a Preamble 158</p> <p>Lay Out a Table 160</p> <p>Use a Frame of Reference, Analogy, or Metaphor 160</p> <p>Give an Example 162</p> <p>Note 162</p> <p><b>Chapter 7 How to Make Investment Writing Legally Compliant 163</b></p> <p>Avoid Absolutes, Superlatives, and Definitive Statements… 165</p> <p>You Can Be Predictive—But Not Promissory 167</p> <p>Be Specific Enough for Clarity—Yet General Enough to Accommodate Exceptions 170</p> <p>Time-Stamp Anything That’s Impermanent 171</p> <p>Cherries are Not for Picking—and Securities Come at a Price 171</p> <p>Negotiate Gray Areas with Your Legal Reviewer 172</p> <p>Use Caution When Navigating Word Subtleties 174</p> <p>Avoid Redundant Qualifications 174</p> <p>Unless You’re Permitted, Do Not Dispense Investment Advice 175</p> <p>Social (Media) Butterflies are Not Exempt from Regulatory Requirements 176</p> <p>Consult a Legal Specialist When Writing about Investment Performance 177</p> <p>Seek Ways to Streamline the Legal Review 177</p> <p>Diversify Your Language 178</p> <p>On Legalities, Creativity, and Integrity 179</p> <p>Notes 179</p> <p>Epilogue: Where Investment Writing is Headed in the Twenty-First Century 181</p> <p>Index 185</p>
<p><b>ASSAF KEDEM</b> 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.
<p><b>Praise for</b> <b>The Investment Writing Handbook</b> <p>"An exhaustive, highly useful book—featuring plenty of instructive examples—that will serve anyone who writes for the investor."<br/> <b>—Darla Hastings,</b> Global Head, Marketing, Thomson Reuters Former Chief Marketing Officer, MSCI <p>"A vital companion for investment firms seeking to foster productive relationships with their clients, address their concerns, and establish a strong communication practice."<br/> <b>—Paul Galant,</b> CEO, Verifone Systems Former CEO, Citi Enterprise Payments <p>"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."<br/> <b>—Jerry Webman,</b> Former Chief Economist, OppenheimerFunds Author of <i>MoneyShift: How to Prosper from What You Can't Control</i> <p>"A valuable source of counsel tackling the most delicate aspects of substance, style, and tone when communicating to the investor."<br/> <b>—David Maya,</b> Partner, Financial Services, Oliver Wyman <p>"A handbook that does an excellent job describing how to craft communications for investors, and from which I personally learned a great deal."<br/> <b>—Wesley R. Gray,</b> <b>PhD,</b> CEO, Alpha Architect Co-Author of <i>Quantitative Momentum</i> <p>"A trenchant guide that provides clear, tangible direction for all communicators in the investment-management business."<br/> <b>—Stephen Tisdalle,</b> Chief Marketing Officer, State Street Global Advisors

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