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How to get a portfolio manager's attention and other email tips from an investment marketing consultant

It's not easy getting portfolio managers to open your emails. That's why investment marketing consultant Jen Dunning sometimes writes her email subject lines completely in capital letters.

"INVESTMENT COMMENTARY - PLEASE APPROVE BY JUNE 30" grabs the reader's attention where a meeker "Please approve by June 30" would not. Note that she puts her key action verb, "approve," and its object, "investment commentary," in the subject line. That also boosts her emails' effectiveness.

But limit your use of all-capitals subject lines to rare instances of pressing need with people who work for your own organization. You risk irritating your recipient if you use all-caps too often. It flouts the rules of email etiquette and is considered "shouting."

Some additional email tips from Dunning:

• Save your pleasantries for the end of your email because busy readers want to get to the point right away
• Before you attach an Excel file, name it and insert page breaks and headers and footers, including page numbers and total number of pages
  

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Susan B. Weiner, CFA
Investment Writing
Writing that's an investment in your success

Check out my website at www.InvestmentWriting.com or sign up for my free monthly e-newsletter.

Writing Sample: "Don't Get Stuck Paying Extra Taxes"

The subject line "Don't Get Stuck Paying Extra Taxes" compelled me to open the e-mail.

That's the power of a subject line that tells the reader "what's in it for me."

I opened the latest e-newsletter from Westchester Mortgage even though I was pretty sure I'm not making any dumb tax mistakes with my house. I was right. The article warned readers to be careful when using money from a retirement account to buy a house. Luckily, I don't have to worry about that. I've been in my house more than 15 years.

Try to put yourself in your readers' shoes when you compose an e-mail subject line. Your effort could increase your readership.

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Susan B. Weiner, CFA
Investment Writing
Writing that's an investment in your success

Check out my website at www.InvestmentWriting.com or sign up for my free monthly e-newsletter.Wr

"Is Spelling Overrated?"

Direct marketing guru Bob Bly recently asked "Is Spelling Overrated?" on his blog.

I don't think so. Good spelling won't win over new clients. But sentences rife with misspellings may make the reader wonder if you're similarly sloppy with their money.

It's one thing to have typos in the quick emails you send to your employees, as Bly points out. Quite another to tolerate them in formal communications to clients and prospects.

People often write "it's" where "its" should be. "It's" is short for "it is." "Its" is the possessive form of "it." This trips up many people because of the exception to the rule that you form a possessive by adding an apostrophe followed by the letter "s."

English is a challenging language for spellers. Get someone else to proofread your most important written communications.

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Susan B. Weiner, CFA
Investment Writing
Writing that's an investment in your success

Check out my website at www.InvestmentWriting.com or sign up for my free monthly e-newsletter.

Tips for writing case studies

Case studies can be powerful tools for the wealth management professionals who're allowed to use them.

A case study typically starts with a presentation of a client problem--something that's causing the client pain. The problem is followed by the solution, and then the client results. When prospective clients recognize themselves in the problem, you've grabbed their attention.

In "How to Write a Case Study" (available for download without registering) consultant Toby Younis lays out the steps for writing a case study. If you'd like to try doing it yourself, you may find his list of questions on page 12 particularly helpful.

However, don't write an investment management case study. That falls under the SEC's prohibition against testimonials.

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Susan B. Weiner, CFA
Investment Writing
Writing that's an investment in your success

Check out my website at www.InvestmentWriting.com or sign up for my free monthly e-newsletter.

Why baby boomers will NOT offer a gold mine for financial services

If your business strategy depends heavily on Baby Boomer-driven rapid growth in the number of retirees, it’s time to re-think your approach.

That's according to "The Baby Boomer Retirement Fallacy and What It Means to You," which appears on a blog on the Harvard Business Publishing website.

Over the next 25 years, the number of retirees will grow at a rate of zero to 4% per annum, according to Kevin P. Coyne and Shawn T. Coyne, the management consultants who coauthored the blog post. The Coynes say the hype around Baby Boomer retirement fails to take into account the fact that people are staying in the work force later in life.

They're selling versions of their study, "Smaller than You Thought: Estimates of the Future Size and Growth Rate of the Retirement Market in the United States" for prices ranging from $950 to $2,850.


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Susan B. Weiner, CFA
Investment Writing
Writing that's an investment in your success

Check out my website at www.InvestmentWriting.com or sign up for my free monthly e-newsletter.

Feeling emotionally connected to your client can cut both ways

Feeling a connection with your clients can be a double-edged sword. It can fuel your personal satisfaction. It can also lead to burnout.

This is according to"Financial Feeling: An Investigation of Emotion and Communication in the Workplace,"an academic study by Katherine I. Miller and Joy Koesten, which appeared in the Journal of Applied Communication Research. The article was based on a survey answered by almost 300 financial planners.

However, the study also found that "the most effective and satisfying relationships for financial planners came when they truly cared about the client and saw themselves in a relationship with the client. These connections--when genuine--did not cause burnout."

Here are the authors' tips to help you avoid burnout:

• Understand that financial planning involves relationships as much as it involves numbers.
• Try to understand the relational needs of your clients through active listening and taking the perspective of the other.
• Develop a stance of empathic concern in your client relationships where you feel for the client but do not feel with the client.
• Realize that relationships exist at different levels, and it is sometimes okay to "paste on a smile" if it helps to accomplish the goals of you and your client. At the same time, it is important to remain true to core convictions about your profession and your relationship with clients.
• Work to understand norms of interaction in different organizational and national cultures, and interact in ways appropriate for those cultures.
• Rely on others for social support when dealing with stress. Coworkers who understand your job are particularly good at giving advice or just providing a listening ear.

_________________
Susan B. Weiner, CFA
Investment Writing
Writing that's an investment in your success

Check out my website at www.InvestmentWriting.com or sign up for my free monthly e-newsletter.