"Exploring the Social Media Networking and Media Landscape"

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Financial advisors should learn about social media, whether or not they participate. 

“Exploring the Social Media Networking and Media Landscape,” a presentation by John Stone of Revenue Architects, got advisors talking at the Schwab Impact conference. Stone looks at social media with an eye to how they can help grow revenues. You can view Stone’s slide show below.

Social  Media for Schwab Advisors

View more presentations from John Stone.

Thanks to Kristen Luke for suggesting John as a speaker and Bill Winterberg for sending me to the Impact 2009 slides, where I initially discovered John.

How to make one quarterly letter fit clients at different levels of sophistication

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You have clients with different levels of financial sophistication. But you probably don’t have the time to write separate letters tailored to each client’s understanding of investment jargon. To help you manage your time–and keep your clients happy–here are my top five tips for a one-size-fits-all client letter.

I’d like to thank the Maine CFA Society for suggesting this blog post topic when I presented to them on “How to Write Investment Commentary People Will Read.”

How to make one quarterly letter fit clients at different levels of sophistication infographic

1. Keep it simple
If you use plain language, all of your readers will understand you.

Follow the example of Berkshire Hathaway’s Warren Buffett, who says, “When writing Berkshire Hathaway’s annual report, I pretend that I’m talking to my sisters…. They will understand plain English, but jargon may puzzle them.” Despite Buffett’s easy-to-understand style, plenty of financial sophisticates read his firm’s annual report.

2. Explain briefly
The Wall Street Journal has mastered the art of explaining technical terms with phrases set off by commas. For example, a reporter might write about “the carry trade, where investors borrow in currencies with low interest rates to invest in those with high interest rates.”

Savvy investors skim over the explanations, while the less knowledgeable gain a quick understanding.

3. Use a sidebar
A sidebar, which is a text box that’s set off from the main body of your article, can help you to accommodate different levels of knowledge among your readers.

Let’s consider my example in Tip #2. You could use a sidebar to explain the carry trade in more depth. Your goal could be to educate less sophisticated investors. Or, you may convey details to more educated investors that wouldn’t interest the rest of your readers.

4. Provide a glossary
A glossary at the end of your printed communication can help when you can’t squeeze all of the necessary explanations into the body of your text.

If you send electronic communications, you can provide click-through links to definitions on your website or elsewhere.

If you’re willing to link to third-party glossaries, you’ve got a variety of choices. I’ve found some good definitions on the following sites:

5. Provide a newsletter with articles for different audiences
If you have the luxury of writing a multi-article newsletter for your clients, consider including articles aimed at different levels of sophistication.

However, don’t vary your level willy-nilly. I’d suggest aiming your newsletter at a general audience and then consistently including one article targeting better educated readers.

How do YOU handle this challenge?
I’m interested in hearing from you. Please leave comments below.

 

Image courtesy of stupakidmod at FreeDigitalPhotos.net.

Grab readers with an anecdotal lead

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Starting your article or blog post with with a real-life story can draw in readers who’d otherwise ignore you. 

“The anecdotal approach, by framing [your topic] in personal terms, becomes instantly accessible and—more important—readable,” as Mark Ragan says in “How to write an anecdotal lead.”

To write good anecdotal leads, Ragan suggests that you 
1. Find some good stories.
2. Write your explanation of what the story is about before you write out the story. This will help you to pick the right story and focus it.
3. Start your article with a short anecdote, followed by a colorful quote, and then your explanation of the story’s main points. After that, you can dive into the body of your story.


Have you seen any examples of financial advisors making good use of anecdotal leads? I’d like to see them.

Tune up your writing skills on Nov. 10 or Nov. 19–or hire me to help you

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Could your writing skills use a tune-up? If you work with investments, you’ll get useful tips from my November 10 lunchtime presentation to Boston Women in Finance (BWF) on “How to Write What People Will Read About Investments.” Lunch is included in the program cost.

This program sold out the first time I presented it to BWF, so register early. 

It would be great to meet you at this program. Please introduce yourself as one of my readers.

If you’re a NAPFA member who lives in the Boston area, you can see me present on “How to Write Effective Emails and Letters to Your Financial Planning Clients” at your November 19 study group. 

If you can’t attend either presentation, consider hiring me to train people at your company. I’ve presented across the U.S. and Canada on “How to Write Investment Commentary People Will Read.” I can develop presentations tailored to you. 

Note: I updated this blog post on Oct. 21 with the BWF registration link and NAPFA information.

Guest post: "Can I replace my paper newsletter with an e-newsletter instead?"

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Are you considering scrapping the newsletter you send via U.S. mail in favor of a newsletter delivered via email? If so, please read the guest post below by Tom Ahern of Ahern Communications, a specialist in fundraising, advocacy, and “persuasion” communications. It is excerpted with permission from his Love Thy Reader newsletter.

Ahern writes from the perspective of non-profit organizations seeking donations. But most of what he says applies equally well to investment and wealth managers seeking to retain existing clients and attract new ones through communications with clients, prospects, and referral sources.



Can I replace my paper newsletter with an e-newsletter instead?

This is the most commonly asked question at my workshops. My considered answer has stayed the same for the last five years: “Ummm…no. You really want both.”

A well-done paper newsletter can produce significant revenue. Witness the Gillette Children’s Foundation in Minnesota, which went from generating $5,000 per issue to $50,000 per issue just by changing a few things.

Understand, too, that paper and electrons are two very different media.

Paper is slow — the good kind of slow, the kind that’s made the “slow food” movement so popular among the health-conscious. Paper is a reader’s medium, a relaxing place where you, as the writer, have the elbowroom to tell stories, show terrific pictures and report results.

An emailed newsletter, on the other hand, is fast. It’s an ACT NOW! medium. Words are kept to a minimum.

In December 2008, Jeff Brooks shared with me some conclusions from his company’s ongoing research into e-newsletters.

“I had a hypothesis,” he wrote, “that e-newsletters were radically different from print newsletters. Not about story-telling,” Jeff clarified, “but about the actions you can take. We’ve tested that notion a couple of times, and so far, that’s proving to be true. It seems what works is to have one topic with 3 to 5 actions a reader can take, at least one of which is to give a gift, but the others aren’t.”

A fully firing communications schedule stays in touch with the donor base at a minimum once a month. Electronic newsletters help you satisfy that torrid pace. But if you pull the plug on paper and switch to utterly electronic, your donor income will almost certainly fall.

Here’s a tantalizing bit of confirming data from Convio, via Ted Hart: Donors you contact with BOTH email and conventional mail give $62 on average annually versus a $32 average gift for those donors whom you contact ONLY through postal mail.

In other words, it’s NOT an either/or situation, paper or electronic. It’s a BOTH situation: paper AND electronic, if you want to maximize results.

Of course, that assumes you are actually getting results.

If you aren’t currently making money with your paper newsletter, don’t expect to do any better with an e-newsletter. Really good donor newsletters are few and far between, in my experience. Most nonprofit newsletters sent to me for audits are unwittingly built to fail, due to a variety of unguessed fatal flaws.

Related posts:
* Should you drop subscribers who don’t open your e-newsletter?
* Boost readership of your e-newsletter with powerful subject lines
* Three tips for how often to publish your newsletter 

What does GIPS verification mean?

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I’m an amateur when it comes to understanding investment performance standards. So I was surprised when a speaker at the CFA Institute’s GIPS (global investment performance standards) conference speaker said verification does NOT verify that firm’s composite numbers are correct or that firm is compliant. Huh?

As I understand it, verification simply means the firm has the right processes to be compliant and to calculate performance accurately.

If you’ve got questions about this topic, I suggest you mosey on over to the Investment Performance Guy’s blog, which includes a post on “Verification verifies compliance…not!” Blogger David Spaulding, president of The Spaulding Group, Inc., looks like a valuable resource for your GIPS and performance questions. Back in March 2009, I enjoyed writing “Fixed income attribution falls short” about his talk to the Boston Security Analysts Society.

Related posts:
*  SEC’s update to CFA Institute’s GIPS conference
*  A quant’s guide to detecting a future “Madoff”
*  Top 5 tips for investment performance advertising

A quant’s guide to detecting a future "Madoff"

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Worried about getting taken in by an investment management Ponzi scheme?

With the SEC ratcheting up its fraud detection efforts, it’s less likely that you’ll get scammed, based on what I heard at the CFA Institute’s GIPS conference last week. But the conference also introduced me to a quantitative method for detecting fraud in “The Importance of Risk and Attribution in the Post-Madoff Era” by Dan diBartolomeo, president and founder of Northfield Information Services.

The solution boils down to identifying investment returns that aren’t economically feasible. The effective information coefficient is an important tool for that, said diBartolomeo. 

A personal commitment to preventing future Madoff-style fraud 
DiBartolomeo wants to make people more aware of–and attentive to–risk.  He’s so committed that every year he hires a pickpocket to attend his annual client conference and warns his clients that “Keith the thief” will be targeting their wallets, watches, and other possessions. Despite the warning, each year, diBartolomeo has to return a pile of stolen goods. Keith succeeds because he’s good at distracting people–and Bernie Madoff was good at this, too, said diBartolomeo.

Speaking of Madoff, diBartolomeo’s firm was involved in the efforts of Harry Markopolos to uncover the secret to Madoff’s steady investment returns. At the time, diBartolomeo only knew that he was analyzing the returns of Manager B. But within a few hours, analysis revealed that Manager B’s returns “were either fictitious or had arisen from a strategy other than what was being represented to investors, wherein returns were probably being enhanced by illegal means.” You can read more of the details of this analysis in a March 2009 FactSet podcast with diBartolomeo. 

How to uncover a fraud 
“Do these returns make sense?” That’s an essential question for those who perform due diligence on potential investments, according to diBartolomeo. Returns-based methods aren’t adequate for analyzing this question, he said. Instead, one needs “a risk-based measure of investment performance that can detect manager skill(or lack thereof) quickly.”

The information ratio is one place to start, but it has flaws. The information ratio has nothing to do with making money for investors,” said diBartolomeo. For example, the information ratio would look great for a manager with alpha of 1 basis point and a tracking error of zero, but the manager’s clients wouldn’t benefit much. He also pointed out that “the statistical significance of a ratio is hard to calculate.”

The effective information coefficient (EIC) could be the answer to this problem. For more details on the EIC, read “Measuring Investment Skill Using the Effective Information Coefficient,” which appeared in The Journal of Performance Measurement (Fall 2008). 

I wonder what Madoff’s EIC was. I don’t know if diBartolomeo got an opportunity to calculate it.

Oct. 31 update: diBartolomeo’s talk is now available as a podcast from the CFA Institute.

Top 5 tips for investment performance advertising

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Knowing the rules for advertising your investment performance is your key to staying out of trouble with the regulators.

Here are some of the tips I gathered from “Performance Advertising 101: Regulatory Do’s and Don’ts” presented on Sept. 23 at the CFA Institute’s GIPS conference by Rajan Chari of Deloitte & Touche, who focused on GIPS issues, and Steven W. Stone of Morgan, Lewis Bockius, who focused on SEC issues. 

1. Don’t think that you’re not subject to advertising rules because you’re not buying a newspaper or magazine ad. Advertising is broadly defined. It’s “basically, any written communication addressed to more than one person (or used more than once) that offers investment advisory services with regard to securities,” according to the speakers’ slides. Advertising includes client materials. It may also refer to anything that you distribute in unchanged form to 10 or more people. 

2. Make the necessary disclosures about performance. Consult with experts who are knowledgeable about your disclosure requirements. 

3. Tread carefully in performance advertising areas of particular concern to the SEC. For example, projecting returns may be viewed as promissory. Back testing is easily manipulated. To avoid the appearance of cherry picking, top stock picks must be balanced with worst stock picks. 

4. Keep a log of the people to whom you send advertising materials. I’ll bet that many people aren’t doing this. But it’s essential for making things right if you discover that inappropriate materials have been distributed. 

5. Take your audience’s sophistication into account when you choose the materials you send them. The regulators give you more leeway in materials aimed at sophisticated investors.

Despite the fact that “Performance Advertising 101: Regulatory Do’s and Don’ts” was presented at the CFA Institute’s GIPS conference, GIPS didn’t get much attention compared to the SEC.  That’s because investment managers always have to pay attention to SEC rules, whereas “GIPS advertising rules are only applicable if you choose to claim [GIPS] compliance in an advertisement.” You can read the GIPS Advertising Guidelines, on pages 33-37 of the Global Investment Performance Standards.

Happy advertising!

Sept. 27 addition from Rajan Chari
Thanks to the generosity of Rajan Chari, here are two links to give you more information on advertising standards.


RFP dilemma: What should my colleague do?

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You may have the answer to my colleague’s investment management RFP dilemma.

Here’s his question: “When preparing an RFP response (one in which you repeat the question, then provide the answer) should you correct the original author’s spelling or grammatical error?” 

Also, should you worry about offending the client if you correct an error?



What do YOU think? I’ll give my opinion after I hear from some of you.

It’s not ONLY about your audience

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Think more about your reader and less about yourself. That’s one of the main things I say in my writing workshops. But sometimes it makes sense to bring yourself into your communications.

Ask this question:

What aspects of myself and my life experience will help me connect with [my audience]?
–G. Richard Shell and Mario Moussa, “The Art of Woo,” Arrive (Nov./Dec. 2008)

Shell and Moussa give the example of singer-activist Bono using his knowledge of the Bible to connect with Jesse Helms, the conservative senator, on the topic of AIDS. Anchoring his pitch to their shared ideas helped Bono make his case to Helms.

You can apply these lessons to your clients, too. Use something you share with your clients to make yourself more persuasive. It doesn’t have to be religion. It could be a hobby, a dilemma, or something else.

Shell and Moussa are the authors of The Art of Woo: Using Strategic Persuasion to Sell Your Ideas.