The investment writing handbook : how to craft effective communications to investors

Content: 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 ProblemStep 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 OutChapter 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 ClarityIntroduce Fresh Alternatives to Trite Jargon
 Be Discerning about Nuance
 Use Plain Languageâ#x80
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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 WordsCumbersome 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.