The investment writing handbook how to craft effective communications to investors
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...
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
Wiley
2018.
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| Edición: | 1st edition |
| Colección: | Wiley finance series
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009630637606719 |
Tabla de Contenidos:
- Cover
- Title Page
- Copyright
- Contents
- Preface
- Introduction: For Whom Is This Handbook, and Why?
- Acknowledgments
- About the Author
- Chapter 1: The Building Blocks of Investment Writing
- What's Investment Writing All About?
- Applying Journalistic Principles to Investment Writing
- The Five Ws and the Pyramid Principle
- Inquisitiveness
- Proactive Idea Generation
- The Strategic Purposes of Investment Writing
- Note
- Chapter 2: Writing for Investor Acquisition and Retention
- Framing Your Investment Proposition as the Solution to a Problem
- Step 1: Define Your Offering
- Step 2: Identify Your Client's Problem
- Step 3: Acknowledge the Problem
- Step 4: Frame Your Offering to Address the Investor's Concerns
- Investor Retention: It's All in the Communication
- Opportunities for Retentive Communications
- Facts Are Key for Reassuring Your Investors
- Other Considerations for Reassuring Investors
- Notes
- Chapter 3: Writing for Intermediaries
- How Intermediaries Expect You to Communicate
- Communicate on a Consistent Basis
- Crystallize the Details of Your Firm's Offerings
- Provide Timely, Turnkey Investment Literature
- Keep Your Communications Targeted
- Intermediaries Don't Have It Easy, So Help Them Out
- Chapter 4: Stylistic Considerations for Investment Writing
- Setting the Appropriate Style
- The Desired Image and Voice an Investment Firm or Professional Wishes to Project
- The Type of Literature Being Written
- The Investor's Presumed Knowledge about the Subject Matter
- On Using Jargon
- Refrain from Explaining Certain Jargon to Highly Sophisticated Investors
- Distinguish Between the Three Broad Levels of Investment Literacy
- Alternatives to Explaining Jargon
- Cut Through Extraneous Technical Detail
- If You Risk Being Vague, Err on the Side of Clarity.
- Introduce Fresh Alternatives to Trite Jargon
- Be Discerning about Nuance
- Use Plain Language-Even If It's Technical
- Piquing Investors' Interest
- Forge a Compelling Storyline for Your Piece
- Craft Alluring Headlines
- Incorporate Storytelling and Anecdotes
- Animate Your Writing with Quotations, Metaphors, and Other References
- The Value of a Style Guide for Investment Writing
- Key Areas to Cover in Your Firm's Style Rules
- Syntax, Wording, and Formatting
- First-Person Pronouns and Possessives
- Chart Labeling
- International Considerations
- Inessential Words
- Cumbersome Constructions
- Legal Considerations
- Tone
- Principles for Creating Scannable Copy
- Addressing Common Language Mistakes
- A Parting Note on Style
- Notes
- Chapter 5: Developing an Architecture of Investment Content
- Part 1: Foundational Literature
- Firm-Overview and Investment-Capabilities Brochures
- Strategy and Product Profiles
- Packaging Your Strategy or Product Profile with Other Literature
- RFP Responses
- Pitch Books
- Case Studies
- Topical Brochures
- Concluding Foundational Literature with a Call to Action
- Part 2: Intellectual Capital
- The Strategic Use of Intellectual Capital
- The Elements of Intellectual Capital
- The Packaging of Intellectual Capital
- The Process of Writing Long-Form Literature
- Part 3: Educational Literature
- Part 4: Digital and Social Media
- Part 5: Shareholder Communications
- Fund-Performance Commentary
- Now That You've Mapped Architecture …
- Notes
- Chapter 6: How to Simplify Complex Investment Subjects
- Think Bits-Not Pieces
- Visualize the Idea for Your Readers
- Start with a Preamble
- Lay Out a Table
- Use a Frame of Reference, Analogy, or Metaphor
- Give an Example
- Note
- Chapter 7: How to Make Investment Writing Legally Compliant.
- Avoid Absolutes, Superlatives, and Definitive Statements…
- You Can Be Predictive-But Not Promissory
- Be Specific Enough for Clarity-Yet General Enough to Accommodate Exceptions
- Time-Stamp Anything That's Impermanent
- Cherries Are Not for Picking-and Securities Come at a Price
- Negotiate Gray Areas with Your Legal Reviewer
- Use Caution When Navigating Word Subtleties
- Avoid Redundant Qualifications
- Unless You're Permitted, Do Not Dispense Investment Advice
- Social (Media) Butterflies Are Not Exempt from Regulatory Requirements
- Consult a Legal Specialist When Writing about Investment Performance
- Seek Ways to Streamline the Legal Review
- Diversify Your Language
- On Legalities, Creativity, and Integrity
- Notes
- Epilogue: Where Investment Writing Is Headed in the Twenty-First Century
- Index
- EULA.
