- Susan Weiner Investment Writing

Guest post: “Boost Chart Impact with Interpretation”

February 23, 2012/2 Comments/in presentation, writing/by Correna Wood

Marketing communications consultant Susan Becker and I met through LinkedIn. I’ve enjoyed many exchanges with her about how to communicate more effectively. Her guest post focuses on making the most of charts.

Boost Chart Impact with Interpretation
By Susan K. Becker

Because most people digest information visually rather than verbally, we are urged to stop relying on bullet points and, instead, to present information visually. For financial writers, this often means presenting complex data in charts.

Unfortunately, in communicating visually, we often tend to sacrifice the verbal interpretation necessary to make the data easily understood. This post discusses two techniques to remedy the misleading assumption that “the numbers speak for themselves.” They result in charts that engage your audience and advance the story revealed in your data.

These techniques are:

Interpretive titles that communicate the overall point of each chart, instead of just labeling what is shown (e.g., quarterly returns)
Labels and call-outs that bring attention to what the reader should take away

I should point out that this post discusses investment writing using text with charts. We should design for the medium, so the suggestions here would be modified for a slide presentation that is projected or web-based.

1. Use interpretive titles

Marketwatch interactive charts offer abundant choices for presenting data. The chart below compares a stock’s 12-month stock performance against the SPX and DJIA.

The chart needs an interpretive title explaining its overall point, instead of a label like “12-month Performance.” A good question is, “What is its overall point?” The chart tells several stories: e.g., “Stock performance increasingly lagged the indexes, as the year went on”; or, “Stock performance declined sharply in August and ended the year at the same level.”

Use the interpretive title that furthers your message. For example, if your story focuses on ROI, you would want a title explaining “Stock X’s performance turned negative in March and continued to diverge from the indexes, ending the year deep under water.”

2. Use interpretive labels and call-outs

Verbally signaling key data is another useful technique for the text-and-charts format, which accommodates more visual elements than slides projected during a presentation. The chart below tells the story of a web industry segment’s roughly one-year wild ride, 3Q99 through 4Q00, in a simple line chart made eloquent by interpretive notes.

If you have less white space, overlay the text in call-outs (click “Shapes” in Word and PowerPoint).

Susan K. Becker provides consulting and coaching in marketing communication and presentations at Manhattan-based Becker Consulting Services. View her work at http://www.slideshare.net/SusanKBecker and follow her on Twitter @SKBeckerCoach.

What do you think about “What do you think?”

February 14, 2012/2 Comments/in marketing, writing/by Susan Weiner, CFA

“What do you think?” is a weak ending to an email, according to Power Sales Writing: Using Communication to Turn Prospects into Clients by Sue Hershkowitz-Coore.

I said “uh oh” to myself upon reading this because I’ve used this in emails accompanying proposals. Hershkowitz-Coore suggests you encourage your reader “to give you the result you want by offering your opinion and asking for her approval.” She prefers a closing such as “Please let me know which direction you prefer, and with your approval, I’ll move ahead. “

I like the idea of nudging prospects in the right direction, but I also want to show that I’m open to my prospect’s feedback.

There must be a middle ground. What do YOU think?

What professional writers know

January 31, 2012/1 Comment/in writing/by Susan Weiner, CFA

Financial bloggers, investment professionals, and wealth managers can benefit from learning a few things that professional writers know.

Photo: edmittance

Everyone can benefit from a good proofreader and editor

It’s hard to read your writing with fresh eyes. This is why professional writers feel grateful when someone checks their work for them. If you’re on your own, put your draft away for a day – or even an hour – before rereading it.

Put the good stuff first

You need to snare your readers with the first paragraph, if not the first sentence or even the title. So, share information your readers will care about at the very beginning of your blog post, white paper, or other written communication.

Keep it short

Like you, your audience has too much to read. So keep it short.

Avoid errors of the illiterate

When you make elementary school students’ mistakes – such as confusing its and it’s – your readers question your expertise in other areas, too. An editor can help you identify your common errors, so you can review a checklist before releasing error-riddled communications to clients and prospects.

Make your webinar a magnet for audience participation

January 24, 2012/1 Comment/in marketing, presentation, writing/by Correna Wood

If you’re planning your first webinar, don’t forget to plan for audience participation. People who participate learn more and will give you better evaluations. I first

Photo: Mario's Planet

learned this when I developed and led custom workshops on “How to Do Business with the Japanese” back in the 1980s. My financial writing workshops have only reinforced this lesson. In this post, I’ll share some practical tips I learned preparing for my first webinar.

1. Ask up front for participation

People won’t make comments or ask questions if you don’t encourage them. Tell people at the beginning of your presentation that you’d like them to participate.

2. Tell your audience where and how to pose questions

It may not be obvious to your audience where they can type in their questions. Tell them where to go. You might even point to it in one of your slides.

3. Ask them questions

Prepare questions to ask your audience early on. This will get them involved. Plus, it will give you a sense of how they’re responding to your material.

You have options.

Polls are easy for your audience to answer.
Yes-no questions require only a little typing.
More complex questions can also work.

4. Don’t expect instantaneous responses by your audience

It takes time for people to input their responses, even when they simply click a button to answer your poll. Don’t get caught off guard by this. Instead, plan some patter to fill the time as you wait.

5. Encourage participation by responding

If you ask for participation, but fail to acknowledge audience participation, your audience will stop responding. Plan to integrate audience responses into your presentation. Answer their questions and mention at least some of their responses to questions you pose. I took this one step further by basing a blog post on some of the responses I received to a question I posed in a webinar.

6. Have a colleague help you

You may find it overwhelming to sort through your audience’s input. So, don’t go it alone. Ask a colleague to view the audience’s questions or answers and feed them to you. I found this very helpful in reducing my stress while I was presenting.

Can YOU add suggestions?

If you can add suggestions for attracting audience participation, please do. I look forward to hearing from you.

Quarterly investment letters–Tell me “What makes them great?”

January 17, 2012/1 Comment/in client communication, communication, financial topics, writing/by Susan Weiner, CFA

Quarterly investment letters are central to many asset managers’ communications with their clients. That’s why I’m asking your help in defining what makes them great.

Please answer my six-question survey (NOTE: I’ve removed the link to this expired survey]. I’ll report on the results in a future blog post.

You inspired me. Thanks!

Investment professionals care intensely about these letters, as I learned when I asked members of my LinkedIn Groups the following question:

The responses to this “one word” question inspired this survey. I feel fortunate to belong to this community. Thank you!

You vs me — or we: A rant on financial marketing

January 13, 2012/5 Comments/in client communication, communication, marketing, writing/by Susan Weiner, CFA

Investment and wealth management executives like to talk about themselves. Who doesn’t? But this hurts their firms when it’s reflected in their marketing.

Photo: World Series Boxing

What financial advisors say about you vs. me–or we

A group of financial professionals helped me test my belief that talking about “you,” the audience, is more powerful than discussing “me”–or, by extension, “we,” the company that’s marketing to you.

Here’s the question I asked participants in “The Power of You: The Secret of Great Blogs that Boost Your Readership”:

Which introduction do you prefer? Introduction #1 focused on you, the audience or Introduction #2 focused on me, Susan. Explain your choice.

Prior to asking the question, I’d introduced my webinar in two ways. In Introduction #1, I’d discussed the benefits my audience would receive from watching my webinar. In Introduction #2, I described my blogging success and other credentials related to the webinar’s topic.

You may wonder how my two introductions relate to you, if you’re a financial advisor, investment manager, or wealth manager. In my experience, many financial websites – and other marketing pieces – use Introduction #2. They are about “we, the firm,” not “you,” the prospective client.

The results? A knockout by “you”

Respondents unanimously preferred the introduction focused on “you.” Here are some of their comments about why they preferred a focus on “you” over a focus on the speaker.

When you spoke about yourself, I stopped listening
You connects with me, lets me know whether it’s useful
I don’t care about you, but I do care about what I can do to be successful
“I” sounds pompous
It’s not about the speaker, it’s about meeting the need of the target audience.

What this means for you

When writing marketing materials or client communications for your firm,

Use “you” more than “we”
Communicate in terms of benefits to your readers more than products, services, or characteristics of your firm
After you write something, ask yourself, “Why will my reader care about this?” If it’s not obvious, then delete or re-write.

Which do you prefer for your company – marketing materials that use “you” or “we”? Why?

Please comment on your opinions.

“Cut Adjective and Adverb Clutter,” says Booher

January 11, 2012/in writing/by Susan Weiner, CFA

Minimize your use of adjectives and adverbs to communicate more effectively, suggests Dianna Booher in Communicate with Confidence! Instead, rely on nouns and verbs to convey your message.

Booher illustrates the power of her recommendation by comparing the following two sentences:

Haste makes waste.
Too much speed in carrying out tasks results in extra time being spent to redo things that were done inefficiently to being with.

I think you can see the difference. This comes from Tip 110 of 1,254 tips in Booher’s book.

Disclosure: I received a free copy of Booher’s book in return for agreeing to write about it.

POLL: How do you edit your writing for Compliance?

January 3, 2012/2 Comments/in compliance, marketing, writing/by Susan Weiner, CFA

Financial writers and compliance departments are often at odds. But the two sides must learn to get along. Nobody wins if flat writing turns off prospective clients. Or if marketers create unrealistic expectations in the minds of current or prospective clients.

Photo: winged photography

“Weasel words” help writers and compliance officers coexist. Writers can often defuse compliance officers’ anxieties about guarantees by using words and phrases such as “may,” “we believe,” and “seek to.”

Disclosures are another tool. However, long disclosures are daunting. Sometimes I’d rather delete a topic than introduce a scary disclosure. For example, I’d talk about an investment strategy without referring to the mutual fund using the strategy.

Capitulation is the path taken by some. I don’t recommend that writers always cave in to compliance officers. Caving in is easy, but it doesn’t serve your material well. Sometimes compliance officers’ suggestions are based on their editorial preferences rather than a perception of legal or regulatory risk. When you point this out, compliance professionals are often open to negotiation.

Sometimes you can call in back-up. It’s helpful if a senior person in your organization backs you up by saying, “Our business is willing to take the risk of not making changes.” I’ve also achieved good results by presenting examples of similar companies with sterling reputations using the language questioned by my compliance officer.

I’m curious to learn more about how other writers–and compliance professionals–cope. Please answer the poll asking, “What’s your favorite way to make your financial writing acceptable to compliance?” You’ll find the poll in the right-hand column of my blog.

Here are your potential answers:

Add disclosures
Cave in to every request by compliance
Insert “may” in sentences challenged by compliance
Insert “we believe” at the beginning of sentences challenged by compliance
Negotiate the most important points, cave in on the rest
Say your business is willing to accept the risks of publishing without changes
[Your own answer]

Writers, organize or else! A lesson from Barry Tarshis

January 2, 2012/2 Comments/in blog, writing/by Susan Weiner, CFA

Does your writing suffer from this problem?

“…if your thoughts aren’t well organized, it doesn’t matter how large or varied your vocabulary is, how vivid an imagination you have, or how lyrically you compose a sentence; your writing, more often than not, will puzzle your readers.” –Barry Tarshis, How to Write Like a Pro, p. 63

Tarshis offers many ideas about how to write well.

You can whip your thoughts into shape with a five-step process.