The Investment Writing Handbook

CHAPTER 2Writing for Investor Acquisition and Retention

Let's face it: Sales are the lifeblood of any business, and investment writing is one of the communication tools at a financial firm's disposal for winning new investors and keeping existing ones. But the sales proposition isn't always as straightforward as an advertisement.

Why? Partially because many investment offerings are too complex to be reduced or stripped down to the sound bite of an ad, but mainly because investors entrust very large sums of money with those who manage it—and their goals vary. It's not enough to pitch a litany of product specifications, however competitive, and expect the investor's needs to fall in line. Often, you will need to frame your proposition as a solution to a common problem, or as a component of a broader strategy to help investors meet their objectives. Forget about approaching them with your agenda; it is theirs that should—and will—take center stage.

To do so, remind yourself of the three general types of investors you might be addressing and their common characteristics and potential goals.

1. Individual investors of ordinary income make up the largest audience and number in the millions. Known as retail or mass‐market investors, they range from retirement‐plan participants to those who invest independently. Many possess only rudimentary investment literacy and require fundamental education about investment concepts. Their objectives may be short‐term and more tactical (e.g., an opportunistic ...