If you want to become a better writer, look back to 1946. That was the year British novelist and essayist George Orwell penned the essays “Why I Write” and “Politics and the English Language.” Both essays, which extoll the importance of simple, precise writing, have become staples of writing courses.
Whether you are writing an email to a client, a blog post or an article for a local newspaper, writing is an important skill for financial advisors.
“Writing is a craft,” says Sara Gilbert, founder of Strategist in Montreal. “For advisors, the shorter and punchier, the better.”
While technology and social media may have changed the way you and your readers receive information, Gilbert says, there is still a case to be made for good, clear writing.
You don’t have to be an author of George Orwell’s calibre to write effective prose. It just takes time, effort and loyalty to a few basic rules.
Here are some helpful tips, courtesy of Orwell and Gilbert:
> Avoid cliché
Never use a metaphor, simile or other figure of speech you are used to hearing or seeing in print, Orwell wrote.
You might use phrases such as “toeing the line” or “thin as a rake” in your day-to-day conversations. However, avoid using them in your newsletters or other marketing communications.
Instead, try using more concrete and simple terms that explain or describe clearly the idea you are trying to express. Instead of using “thin as a rake,” you can simply say “extremely thin” or “very thin.” This way, your readers won’t get lost in what you are trying to say.
> Never use a long word where a short one will do
Employing simple language is essential to great writing, Orwell often said.
Resist the urge to impress your clients with your excellent vocabulary. It is best to stick to the basics of language.
Being able to communicate complex ideas to your clients in simple terms, Gilbert says, is the sign of a great communicator.
> Write lean
If you can cut a word out, always cut it out. This rule again reinforces that simplicity in writing makes for effective communication.
“Sometimes less is more,” Gilbert says.
> Always use the active voice
The active voice is present when the subject of the sentence is performing the action. For example, “Michael bought an insurance policy.”
The passive voice is much like the inverse; the subject receives the action. For example, “The insurance policy was bought by Michael.” Or, worse: “Several insurance policies were bought.”
The active voice creates a stronger impact with readers. For more examples, visit: www.writing.utoronto.ca/advice/style-and-editing/passive-voice
> Avoid jargon
Although you might be well versed in industry-specific terms, you must assume that your readers are not.
So, next time you are blogging about RDSPs, DPSPs or LIRAs, use the long form. Explain what registered disability savings plans, deferred profit sharing plans or locked-in retirement accounts are — in simple terms.
This is the first instalment in a two-part series on writing for advisors.
Tomorrow: Writing for social media.