Got Metaphor?

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Metaphors can make your communications stand out from the crowd. Anne Miller’s perspective on using metaphors was well received when she spoke on a corporate writing panel that I organized for the American Society of Journalists and Authors. I’m delighted to share her thoughts on this topic.

 

Got Metaphor?

By Anne Miller, @annemillerny

 

I’m a big fan of Pimco’s Bill Gross, not just for his obvious investment acumen, but for his communication savvy. He repeatedly uses a writing technique that every financial blog, tweet, column, or book writer would do well to emulate. He uses visual language to seduce his readers before he presents his arguments. Consciously or unconsciously, he knows that without that initial seduction, there is little hope for getting undivided attention to what he has to say.

What is visual language? Metaphors and analogies that create mental images and instantly resonate with listeners.

Here are some examples from Pimco “Investment Outlooks”:

Feb. 2013. “Credit Supernova!” complete with a beautiful photo of the universe and T.S. Eliot’s quote “This is the way the world ends…Not with a bang but a whimper.”

He carries through on this image to frame his argument: “…And too, the advancing entropy in the physical universe may in fact portend a similar decline of “energy” and “heat” within the credit markets. If so, then the legitimate response of creditors, debtors and investors inextricably intertwined within it, should logically be to ask about the economic and investment implications of its ongoing transition.”

December, 2012. “Strawberry Fields – Forever?” This title is followed by a riff on John Lennon’s song, which ultimately leads to the subject of his newsletter: “But whoever succeeds President Obama, the next four years will likely face structural economic headwinds that will frustrate the American public.”

And one example from Twitter…

March 6. “Rule Britannia? Nah. Maybe the waves once upon a time but their economy is now a lifeboat. Sell the pound-Aggressive QE ahead.”

All of these are immediate attention grabbers. Why? Because they speak to the way our brains work. We are wired to respond to images. We notice images, particularly when they are used unexpectedly (Credit Supernova!). We remember images (where were you when JFK was shot, or when you attended your first rock concert?). We react emotionally to images (Hurricane Sandy’s devastation).

From cave drawings to advertising (Prudential’s rock, Nike’s swoosh) to the internet (files, desktop, trash cans) to Wall Street (bulls, bears, white knights), to current events (fiscal cliff), mankind’s communications have reflected this primal reach for images to communicate. Even Einstein acknowledged the centrality images play in how we process information: “If I can’t see it, I don’t understand it.”

As a financial advisor in a world of too much, and often complex, information, too many similar sounding competitors, and increasingly shorter and shorter attentions spans, skill at using visual language is increasingly necessary to stand out. Visual language is the fuel that drives your ideas forward. Without it, it’s like driving a Ferrari on an empty tank. You won’t get very far on the road and you won’t get very far with your readers.

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Anne Miller, business communication specialist, helps professional service providers increase business by sharpening their sales and presentation skills. She combines best practices with client psychology and the latest brain research to ensure her clients have maximum impact on their clients.

The Copywriter’s #1 Secret…Revealed

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The basic lessons of copywriting deserve repeating. Krista Magidson, whom I met through one of my favorite LinkedIn Groups, reminds us of the importance of plain English.

 

The Copywriter’s #1 Secret…Revealed

By Krista Magidson

You may be a financial planner extraordinaire or a wealth management wizard, but if you’re writing blog posts, emails, or internal newsletters then you are also a copywriter and probably a marketer too.

Copywriters spend most of their time either reading about writing copy or they’re writing copy.

In fact the really good ones are obsessed. But you don’t have to be obsessed with writing copy in order to impress your readers and establish yourself as an authority in your field.

The secret that I’m going to share with you will make your writing easier to read and make the process of writing easier for you…

…it’s called, “learning to write like you talk.”

It sounds crazy I know, and it will probably make your English teacher cringe a little. But writing like you talk will create the one thing that writing in a more formal tone doesn’t, and that’s establishing intimacy with your reader.

People want to work with professionals that they trust. As a copywriter you establish trust with the reader by:

1. Thoroughly understanding your reader’s needs.

2. Making the reader feel that you’re writing only to her and not to a mass of nameless faceless people.

Writing like you talk doesn’t mean that you break every rule of good grammar, although you will break the rules occasionally (like I have by starting a few sentences with the word “but”).

However, you’ll still be able to demonstrate your knowledge and professionalism without being stuffy and rigid. You just have to write like you are having a conversation with an actual person. But don’t take my word for it, try it for yourself.

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Krista Magidson is Chief Content Creator for Boutique Marketing Group.  Krista helps businesses generate equity in their company and brand through writing original and persuasive copy for their websites, newsletters, email campaigns and more.

How advisor Rick Kahler uses an editor

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As a financial advisor or investment professional, writing is not your focus. However, you can boost the reach and effectiveness of your writing with savvy use of an editor. I’m delighted that Rick Kahler of Kahler Financial was willing to discuss with me his experience with Kathleen Fox, the editor who helps with his books and columns.

By the way, unfortunately Kathleen doesn’t have the capacity to take on additional clients. If you decide to look for an editor, Rick says, “It certainly makes things easier if the editor has some background in your area of expertise.” 


Q. What prompted you to hire an editor?
A. My editor and I were both members of a civic group that often had coffee on Saturday mornings. One day I mentioned how I wanted to write a book and how difficult it was to get started. While I was accustomed to writing a 1200-word column once a week, writing a book seemed daunting. She helped another professional write a book by interviewing him. She suggested we do the same to get the book started. That sounded great to me, so we set aside Fridays each week to talk.  Soon she was sending me copy and it was easy for me to take that “primer” and expound upon it.  Kathleen ended up becoming my coauthor on that first book, Conscious Finance.

Kathleen then edited two of my other three books and continues today as my personal editor. She helps with my weekly online and print column as well as articles and white papers. We’re also looking forward to finding the time to coauthor another book.

Q. How do you work with your editor?
A. I talk with my editor once a week and bounce ideas off her. We’ve worked together now for almost 10 years.  She says she can hear my voice speaking to her or recall conversations from the past on topics that makes it easy for her to do my editing.

My editor often can start a column by putting my words on paper and sending them to me.  That saves me a lot of time, as I work fast off of something on a page.  Getting that initial kernel on the page takes a little longer for me.  Starting from scratch, I can write a column in one to two hours.  If I have 200 to 400 words already started, I can usually finish it off in 15 to 20 minutes.

Q. What’s the biggest benefit of this relationship?
A. This saves me time that I can be spending with clients, my family, or reading additional research for column ideas.

Bust the clutter in your writing!

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My writing is better organized than my personal possessions, so I sometimes read books about organizing. But I unexpectedly found an insight for writers in Julie Morgenstern’s SHED Your Stuff, Change Your Life.

Here’s the quote that caught my eye:

Something doesn’t have to be disorganized to be clutter. A perfectly arranged dresser filled with clothes you haven’t worn in years is still clutter.

The same goes for writing. Perfectly punctuated, grammatically correct content that is irrelevant to your readers is useless. Toss it.

For example, let’s assume you’ve written a compelling, plain-English blog post about the need to use low-cost mutual funds or exchange-traded funds (ETFs). This post won’t benefit from a long, technical explanation of the origin of ETFs. You may be intrigued by the topic, but your readers won’t give a darn.

Yes, I know you may be emotionally attached to that content. After all, you probably slaved over it. But it’s not doing anyone any good. Not you, nor your readers.

Of course this is easier said than done. I’ve been reading books about clutter for years, and I’m only slowly seeing improvements at home. However, every little bit helps.

Image courtesy of Bill Longshaw / FreeDigitalPhotos.net

“Turn signals” and good writing

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“Use ‘turn signals’ to guide your reader from sentence to sentence,” suggests Kenneth W. Davis  in The McGraw-Hill 36-Hour Course: Business Writing and Communication (p. 24).

I like Davis’ analogy, but I think it’s even more important to apply it at a higher level than sentences. Every time your article, blog post, or other written communication changes direction, you should signal that to your readers.

Two key “turn signals” for writers are headings and topic sentences.

Headings show that a new section, typically running more than one paragraph in length, has started.

A topic sentence is the first sentence of a paragraph. It sums up or introduces the topic of the paragraph that follows.

Here’s a test to see if you’re using a writer’s turn signals effectively. Read out loud your headings and topic sentences in the order in which they appear. If a listener can grasp the gist of your argument from them, you’ve done your job.

Let’s submit this blog post to the test.

  • “Use ‘turn signals’ to guide your reader from sentence to sentence,” suggests Kenneth W. Davis  in the McGraw-Hill 36-Hour Course: Business Writing and Communication (p. 24).
  • I like Davis’ analogy, but I think it’s even more important to apply it at a higher level than sentences.
  • Two key “turn signals” for writers are headings and topic sentences.
  • Headings show that a new section, typically running more than one paragraph in length, has started.
  • A topic sentence is the first sentence of a paragraph.
  • Here’s a test to see if you’re using a writer’s turn signals effectively.

What do you think? Do turn signals help?

 

Blog post vs. white paper: How do you decide?

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An Iranian watercolor struck me as a way to show the difference between a blog post topic and a white paper topic.

“A School Scene,” which you see in the photo above, is beautiful. But it has too much going on to be a blog post.

Blog posts should focus tightly on one topic. Like the painting section below, which shows three men sitting below a tree.

A white paper is the longest piece most advisors will write. Its length means it might be able to accommodate the entire painting.

Like a blog post, a white paper should focus on a single theme. However, it offers more opportunities for depth and diversions.

In a white paper, the painting section in the upper right-hand corner would dominate. You’d work in the other areas of the painting to the extent they support the dominant section’s theme. An area with a weak, yet useful connection might become a sidebar, isolated in a box so it wouldn’t disrupt the main argument’s flow.

Some of the decorative elements in this painting might be too much for a white paper. They might be appropriate for a scholarly article, fiction, or a full-length book.

If this analogy helped you, please comment

Sometimes pictures make it easier to understand concepts normally explained using words. Did these two pictures help you? Do you have an image that helps you write better? Please share.

If your firm needs help with writing or editing white papers, please contact me. To learn more about what makes for a great white paper, read “White paper marketing: Walk a fine line.”

 

Snare more readers with this technique from Floyd Norris

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Floyd Norris articleSurprise me. Please.

An introduction that puts an unexpected twist on a topic, like the one in Floyd Norris’ “Lessons from Europe on Averting Disaster,” can intrigue your reader into sticking with your article.

The intro that snared me

Here’s how Norris kicked off his article.

Will the United States follow the European path in 2013?

Let’s hope so.

Huh? Is Norris really talking about Europe, that continent with a weak economy and gazillion gloomy statistics?

Yes, he is. He identified one good thing that happened in Europe during the past year: Key players agreed on a goal and did what was needed. The rest of his article explains how this applies to the United States.

How have YOU surprised your readers?

If your introductions have confounded expectations to intrigue your readers, please share your example in the comments.

Floyd Norris, my role model

I am a Floyd Norris groupie. He has inspired more of my blog posts than any other individual. I count six of them, including “Plain English can bring your financial topic to life” and “Financial writers clinic: Lessons from Floyd Norris of The New York Times.” I think it’s because he writes clearly about economic and market topics in a style that’s suited to writers of blogs, articles, and white papers. Check out his “High and Low Finance” columns in The New York Times.

 

How to succeed with your New Year’s resolution to blog more

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Blogging more frequently is high on my friends’ lists of writing-related New Year’s resolutions. This spurred me to wonder how you can use a great free class, “3 Tiny Habits,” to form new habits that will boost your blogging throughout the year. I am a recent fan of this class offered by BJ Fogg of Stanford University.

The thrust of Fogg’s week-long class is to get you to commit to three small behavior changes that are triggered by something you do everyday. For example, one of my recent changes is to put baking soda on my toothbrush the first time I go into the bathroom every morning. Having done that, I almost effortlessly flow into brushing and flossing my teeth. For more details on the class, you can sign up online. Fogg explains his class better than I can.

Daily habits that can help you blog

There should be a way to use Fogg’s class to help you blog more regularly. You’ll need to identify two things: 1) A tiny habit that will encourage writing and 2) a good trigger.

Where do you typically get stuck in your blogging? This is where you should look for your tiny habit.

If you’re short on ideas, your tiny habit could be to get out a piece of paper or open your mind-mapping software. Either quickly completed habit could lead to brainstorming ideas by creating a mind map.

If you have plenty of ideas that you’re not typing up, you could open a new post in WordPress, write a title down on a steno pad, or open dictation software.

If you have lots of incomplete drafts, then plan to type one word into one draft every day.

The triggers for these tiny habits could be something as simple as starting up your computer or opening your web browser.

What will YOU do?

How are you going to boost your blogging in the New Year? I’d like to hear from you, especially if you find Fogg’s techniques helpful or if you have suggestions that may help others succeed.

Different techniques work for different people. I rely heavily on the approach I describe in “No batteries required: My favorite blogging technique.” It has helped me to schedule at least one post per week from now through early April. If you’re a person who takes schoolwork seriously, you may find it helpful to sign up for my writing class, “How to Write Blog Posts People Will Read: A 5-Lesson Class for Financial Advisors.” The class will show you you a step-by-step process for producing blog posts on a regular schedule.

 

Image courtesy of 89studio / FreeDigitalPhotos.net

Get a break now, do the work in 2013

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I have a solution if you

  • Face a “use it or lose it” dilemma with your 2011 training budget
  • Wish to boost your 2011 tax deductions for business or educational expenses
  • Would enjoy buying a present now to unwrap in 2012–a present that will jump-start progress on 2012 New Year’s resolutions

Sign up now for the next session of “How to Write Blog Posts People Will Read: A 5-Lesson Class for Financial Advisors.” You’ll pay the discounted Early Bird Rate for the class starting on January 23, 2013.

You will learn how to

  • Generate and refine ideas for blog posts that will engage your readers
  • Organize your thoughts before you write, so you can write more quickly and effectively
  • Edit your writing, so it’s reader-friendly and appealing

Register for How to Write Blog Posts People Will Read: A 5-Week Writing Teleclass for Financial Advisors in Once-a-week telephone conference call for 5 weeks, April 22-May 20 on Eventbrite

When you participate fully in this class, you’ll end up with one polished blog post–and a process you can follow to generate many more. Click here to learn more!

Guest bloggers: 2012 in review

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I’m thankful for the knowledgeable and talented professionals who have contributed guest posts to my blog this year.

Here’s a list of guest posts.

Marketing

Writing

I also hosted some wonderful guest bloggers last year. See “Guest bloggers: 2011 in review.”