The other day, I was asked by one of our clients to proof a letter he had drafted to reassure clients after the start to the year. As you might expect, it contained a lot of words and phrases that were better suited for a market commentary than a reassuring letter.
And perhaps I shouldn’t admit this, but I read each paragraph several times and still am not entirely sure exactly what he was trying to say.
We all know that the words we choose are incredibly important. As Mark Twain said, “Don’t use a five-dollar word when a fifty-cent word will do.”
However, it’s not just the words themselves that are important but the perspective that they are able to provide. Even the simplest words can be worthless if they don’t provide insight into a topic.
One of the best ways that I’ve found to tweak your language into something more compelling is to start with the phrase: “Did you know…”
For example, did you know that the Shanghai Stock Exchange has been open only since 1990?
Or did you know that only 2% of Chinese shares are owned by foreigners?
Or that between 1965 and 2015, the S&P declined by more than 10% a total of 27 times but the U.S. experienced only seven recessions?
As you reach out to your clients, make sure to provide them with your perspective in a way that is quick and easy to grasp.