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
Copyright 2008 by Susan B. Weiner All rights reserved