The term “Lehman Agg” used to roll off my tongue. I felt like an insider knowing that was short for “Lehman Brothers U.S. Aggregate Index” of bonds.
It feels strange to be typing “Barclays Capital U.S. Aggregate Index (formerly the Lehman Brothers U.S. Aggregate Index)” as I create my fourth quarter performance reports.
Does this make anyone else pause?
Contact Jeff Salkin (jeff AT wallstreetweek.com) if you’re interested in appearing on a new version of the “Wall Street Week” show.
Here’s what Jeff says:
We are launching a web-based revival of the venerable “Wall Street Week” franchise. We think there’s a need for a higher-level (and lower-decibel) program than CNBC etc. Looking for potential panelists (some of whom will also host the program.) Please email ideas/suggestions to jeff AT wallstreetweek.com
“Creating Pitch Books Without Losing Your Mind… a Sequel: Your Pitch Book – a Foundation for Customizing” is a guest post by designer Margaret Patterson. Her 2007 series about “Creating Pitch Books Without Losing Your Mind” has attracted lots of attention. Thanks for your latest contribution, Margaret!
If you have questions for Margaret, please leave them as a comment. I’ll make sure she gets them.
My first article about pitch books provided several “must do” tips to help your firm develop presentations that others will plagiarize, the best compliment attainable. Readers’ questions have prompted additional pointers about the next phase: customizing.
When is it worthwhile for institutional and high net worth asset managers to customize?
Your first pitch book is a base. But it doesn’t always address your prospective client’s unique concerns. Your key contact at the prospect can tell you what points are most crucial. Add information that addresses their concerns. But be succinct or you’ll overwhelm your prospects with too much information.
As you customize, you should communicate value statements – to your audience, about your audience – to the extent reasonably possible.
What do you mean by value statements?
Focus on how your strategy is a good fit for the prospect’s objectives, your ability to provide the level of service the prospect needs, and providing adequate diversification, considering prospect’s current investment profiles.
Will customizing dilute our firm’s branding?
You run the risk of diluting your branding when many employees and consultants contribute to your pitch books. That’s why these projects should be managed and maintained by your marketing department.
Remember that content is both text and graphics. After all, our actions are prompted every day by both words and images. Your book should look and sound impressive. Your writer can develop Writing Guidelines for your firm, language that consistently supports your branding. You also need Design System Guidelines, if they do not already exist. Share these guidelines with the contributors to your pitch books.
I keep a sign on my office wall, “Big Company Seeking Big Clients.” Keep this mission in mind as you ponder complicated content.
If you customize, how do you keep the versions from getting out of control?
A customized pitch book is a script for your meeting. Limit yourself to information you can comfortably handle in the scheduled meeting time. Allow for Q&A.
Additional valuable information can be provided in companion pieces – market commentaries, performance summaries, firm overview, etc.
Updating charts and tables is a constant problem.
Delegate database updating to employees endowed with considerable diplomacy and perseverance. Make this their primary responsibility. They will acquire information from very busy investment management teams.
Investment managers need deadlines in advance. Allow elbow room.
Feedback?
Input is welcome. Your thoughts may show up in future articles. Let me know if I may quote you.
Margaret Patterson Company creates sales support materials, develops identity systems, and provides production supervision for financial services firms.
Margaret Patterson Company
Corporate Identity & Communications Graphics for Financial Services Firms
mpco AT verizon.net t 617.971.0328 f 617.971.0327
If you’re a CFA charterholder considering a switch to freelance writing, read on for advice from the perspective of the corporate manager who may hire you. The manager asked to remain anonymous. Thank you, generous manager, you know who you are!
1. What type of writing assignments best match the freelancer’s skills? Is he or she a strong technical writer with a bent toward white-paper research, or does he/she lean toward less technical writing such as newsletters, brochure text, Web site communication?
2. Does he/she have a strong background in either retail or institutional investment management? I am frequently contacted by freelancers with good retail communication skills, who aren’t familiar with the more technical needs of our institutional audience.
3. What is a realistic client/workload? Most freelance needs relate to quarter- or year-end crunches. How will a writer fill the ‘tween time? And how many of those quarter cruncher assignments can he/she expect to fulfill?
4. Does the writer have the most state-of-the-art communication systems at home/office? He/she will be dealing with a variety of systems at the client level while on tight deadlines. Incompatible systems can be a deal-killer.
5. Is the writer’s style compatible with that of the client? We ensure that our writers receive our internal newsletters, opinion pieces, Web updates to provide continuity of “voice” as well as keep them apprised of activities at the firm.
6. Corollary to point 5, a freelancer needs a strong point person at the client firm to ensure he/she receives attribution reports, performance numbers, background literature, etc. in a timely manner to complete the assignment.
7. Join a local business-writing association (or work through your CFA society!) to keep abreast of current freelancing rates and to learn of independent contractors who may be able to subcontract your skills.
8. NEVER MISS A DEADLINE!! Deliver the written assignment with sufficient time for compliance, proofing, portfolio manager review, etc. at the client, before the material must go to print. We look for material one-two days before the “actual” deadline.
This article complements an earlier list of tips by freelance writer Omar Bassal, CFA. Note that both Omar and this corporate manager stress the importance of making deadlines.
Well, not me, exactly. My article, “Dan Fuss: The 50-Year Opportunity in Bonds,” made the list of Advisor Perspective‘s top ten most read articles for 2008.
“Dan Fuss” commanded the #3 spot behind “Jeremy Siegel on Why Equities are ‘Dirt Cheap’” and “Our Interview with Mohamed el-Erian.”
It looks like legendary investors draw readers.
You should use a strong call to action to convert website visitors into leads for your business, according to “Strong Call to Action – Convert Website Visitors into Leads” on the Hubspot website. If visitors give you their contact information, they’re one step closer to becoming clients.
Hubspot advises you to:
For example, I observe these rules on my InvestmentWriting.com website by:
How could you apply these tips to your website? If you’re an investment manager, consider offering an email subscription to your investment commentary.
A 2005 letter from Harry Markopolos to the SEC about Madoff Investment Securities is now available on the LinkedIn profile of Bud Haslett, CFA, CEO of Miller Tabak Securities.
The file is less than halfway down the page. It’s below Bud’s Presentations sections and above his Experience section.
If you’re a CFA charterholder considering a freelance writing career, here’s advice from Omar Bassal, CFA. Omar is the head of asset management at NBK Capital, a freelance writer, and the author of Swing Trading for Dummies.
I’m posting Omar’s article as part of my preparation for a panel on “Alternative Careers for CFA Charterholders” to be presented to the Boston Security Analysts Society on January 14, 2009.
Here’s Omar’s advice.
1. Choose your work carefully: Part of being a good writer is choosing the right businesses and people to work with. There are a lot of fly-by-night operations that want text to fill space. While they might pay the bills, they won’t further your professional development.
2. Get a proofreader: No one is perfect—not even CFA charterholders. Having a second pair of eyes before you submit your work is always smart. Find a reasonably priced person via Craigslist.
3. Know your audience: Be able to differentiate between unsophisticated audiences (where “standard deviation” is too technical a term to use), semi-sophisticated audiences (where “standard deviation” needs no further explanation) and sophisticated audiences (where “standard deviation” is an incomplete view of risk).
4. Get paid by work, not by hour: Firms will want to pay you by the hour. But you should push to be paid a flat rate for your work. This doesn’t always mean you’ll get more. But over time, you’ll be more efficient and productive as a result. Plus, you won’t need to keep tabs on every minute you’re working versus checking e-mail.
5. Seek contracts: Monthly and quarterly newsletters and reviews are an excellent way to get your hands on steady income.
6. Network with other writers: There are many fish in the sea and writing as a CFA charterholder doesn’t mean you’re taking away business from a fellow CFA charterholder. Sometimes clients will come to you with requests that you’re unwilling or unable to do. Being able to pass that work onto other contacts means your client feels his/her needs are being met by you. Do it often and others will return the favor.
7. A CFA charter does not mean you know everything: If you’re an expert in equities, you may find navigating fixed income waters tough. Make sure you thoroughly understand what you’re getting into before you agree to do a job.
8. Have a contract: Approach writing as you would any other business. Have a contract in place for every writing job which explains your responsibilities, your contractor’s expectations, delivery schedules, terms of cancellation and prohibition of passing your work on to other parties. Besides protecting your interests, a contract will flash a signal that you’re a professional writer.
9. Seek out non-traditional clients: Realize that your easiest business may come from non-traditional clients. “Traditional clients” may be mutual funds, financial advisors and institutional asset management firms. Non-traditional clients include trade groups with pension plans, foundations, endowments and other less sought after institutions.
10. Punctuality is everything: Don’t view your text as the finish line for your contractor. Your work will likely be checked by senior staff or formatted for e-mailing or printing—all things based on firm schedules. Treat your work as a business. Being late means being unreliable—no matter how great the final text may be.
Are you struggling to figure out how Twitter micro-blogging can help you as a financial advisor?
In “Yes, Twitter Can Help Financial Planners,” Bill Winterberg blogs about how using Twitter helped his firm do a better job of ensuring their tax loss harvesting is executed without errors.
Twitter brought him a solution to a pesky challenge in an Excel spreadsheet. It was a problem he’d unsuccessfully tried to resolve by Googling. Then he sent out an appeal for help via Twitter–and got his solution within a day.
Related posts:
“A 30-Year Treasury Bond: Probably One of the Most Dangerous Investments You Could Make” is a great headline. It’s also a great topic.
Why? Because it challenges the average person’s idea of what’s a safe investment. Turning a common idea on its head will attract readers. In this case, it will also do them a service by explaining the downside of investing in 30-year Treasuries.
Kudos to RegentAtlantic Capital for an excellent headline and story idea for their recent press release.