Fidelity writes good headlines for volatility

Dealing with market volatility is a full-time job.
For us. Not you.


The headline copied above works. It got me to pick up a brochure about the Fidelity Portfolio Advisory Service.

Why does it work?

First, it raises the reader’s anxiety with “dealing with market volatility is a full-time job.” But that isn’t enough. The brochure quickly offers a solution: Fidelity will handle volatility for you.

Consider trying to apply this model to your written communications.

Susan B. Weiner, CFA

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Copyright 2008 by Susan B. Weiner All rights reserved