書籍詳細

書籍詳細




洋書

投資家向け広報のための文章技術ハンドブック

The Investment Writing Handbook : How to Craft Effective Communications to Investors

(Wiley Finance Series)

Kedem, Assaf

Wiley 2018/03
208 p. 24 cm.   
装丁: Hrd    装丁について
テキストの言語: ENG    出版国: US
ISBN: 9781119356721
KCN: 1027595760
紀伊國屋書店 選定タイトル
標準価格:¥8,976(本体 ¥8,160)   
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納期について
DDC: 651
KDC: E212 証券・投資
関連書リスト: SB2975 経営学ハンドブック2018
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Annotation

Written by an award-winning writer, editor, and speechwriter, this book is a practical, accessible guidance for crafting more effective investor communications.

Full Description

The writing "bible" for financial professionals The Investment Writing Handbook provides practical, accessible guidance for crafting more effective investor communications.
Detailed information

Table of Contents

Preface xi Introduction: For Whom is This Handbook, and Why? xiii Acknowledgments xv About the Author xvii Chapter 1 The Building Blocks of Investment Writing 1 What's Investment Writing All About? 1 Applying Journalistic Principles to Investment Writing 2 The Five Ws and the Pyramid Principle 3 Inquisitiveness 4 Proactive Idea Generation 6 The Strategic Purposes of Investment Writing 7 Note 8 Chapter 2 Writing for Investor Acquisition and Retention 9 Framing Your Investment Proposition as the Solution to a Problem 11 Step 1: Define Your Offering 12 Step 2: Identify Your Client's Problem 12 Step 3: Acknowledge the Problem 14 Step 4: Frame Your Offering to Address the Investor's Concerns 14 Investor Retention: It's All in the Communication 15 Opportunities for Retentive Communications 17 Facts are Key for Reassuring Your Investors 19 Other Considerations for Reassuring Investors 27 Notes 31 Chapter 3 Writing for Intermediaries 33 How Intermediaries Expect You to Communicate 34 Communicate on a Consistent Basis 34 Crystallize the Details of Your Firm's Offerings 35 Provide Timely, Turnkey Investment Literature 35 Keep Your Communications Targeted 37 Intermediaries Don't Have It Easy, So Help Them Out 38 Chapter 4 Stylistic Considerations for Investment Writing 39 Setting the Appropriate Style 41 The Desired Image and Voice an Investment Firm or Professional Wishes to Project 42 The Type of Literature Being Written 43 The Investor's Presumed Knowledge about the Subject Matter 47 On Using Jargon 48 Refrain from Explaining Certain Jargon to Highly Sophisticated Investors 49 Distinguish Between the Three Broad Levels of Investment Literacy 50 Alternatives to Explaining Jargon 52 Cut Through Extraneous Technical Detail 53 If You Risk Being Vague, Err on the Side of Clarity 54 Introduce Fresh Alternatives to Trite Jargon 56 Be Discerning about Nuance 58 Use Plain Language-Even If It's Technical 62 Piquing Investors' Interest 64 Forge a Compelling Storyline for Your Piece 64 Craft Alluring Headlines 64 Incorporate Storytelling and Anecdotes 66 Animate Your Writing with Quotations, Metaphors, and Other References 66 The Value of a Style Guide for Investment Writing 67 Key Areas to Cover in Your Firm's Style Rules 68 Syntax, Wording, and Formatting 68 First-Person Pronouns and Possessives 69 Chart Labeling 70 International Considerations 70 Inessential Words 71 Cumbersome Constructions 72 Legal Considerations 72 Tone 73 Principles for Creating Scannable Copy 75 Addressing Common Language Mistakes 75 A Parting Note on Style 76 Notes 76 Chapter 5 Developing an Architecture of Investment Content 77 Part 1: Foundational Literature 78 Firm-Overview and Investment-Capabilities Brochures 78 Strategy and Product Profiles 84 Packaging Your Strategy or Product Profile with Other Literature 107 RFP Responses 107 Pitch Books 114 Case Studies 117 Topical Brochures 121 Concluding Foundational Literature with a Call to Action 126 Part 2: Intellectual Capital 126 The Strategic Use of Intellectual Capital 127 The Elements of Intellectual Capital 131 The Packaging of Intellectual Capital 132 The Process of Writing Long-Form Literature 140 Part 3: Educational Literature 144 Part 4: Digital and Social Media 147 Part 5: Shareholder Communications 149 Fund-Performance Commentary 150 Now That You've Mapped Architecture... 152 Notes 153 Chapter 6 How to Simplify Complex Investment Subjects 155 Think Bits-Not Pieces 155 Visualize the Idea for Your Readers 157 Start with a Preamble 158 Lay Out a Table 160 Use a Frame of Reference, Analogy, or Metaphor 160 Give an Example 162 Note 162 Chapter 7 How to Make Investment Writing Legally Compliant 163 Avoid Absolutes, Superlatives, and Definitive Statements... 165 You Can Be Predictive-But Not Promissory 167 Be Specific Enough for Clarity-Yet General Enough to Accommodate Exceptions 170 Time-Stamp Anything That's Impermanent 171 Cherries are Not for Picking-and Securities Come at a Price 171 Negotiate Gray Areas with Your Legal Reviewer 172 Use Caution When Navigating Word Subtleties 174 Avoid Redundant Qualifications 174 Unless You're Permitted, Do Not Dispense Investment Advice 175 Social (Media) Butterflies are Not Exempt from Regulatory Requirements 176 Consult a Legal Specialist When Writing about Investment Performance 177 Seek Ways to Streamline the Legal Review 177 Diversify Your Language 178 On Legalities, Creativity, and Integrity 179 Notes 179 Epilogue: Where Investment Writing is Headed in the Twenty-First Century 181 Index 185