Wednesday, October 1, 2008

Fidelity writes good headlines for volatility

Dealing with market volatility is a full-time job.
For us. Not you.


The headline copied above works. It got me to pick up a brochure about the Fidelity Portfolio Advisory Service.

Why does it work?

First, it raises the reader's anxiety with "dealing with market volatility is a full-time job." But that isn't enough. The brochure quickly offers a solution: Fidelity will handle volatility for you.

Consider trying to apply this model to your written communications.

Susan B. Weiner, CFA

Check out my website at or sign up for my free monthly e-newsletter.

Copyright 2008 by Susan B. Weiner All rights reserved

No comments:

Post a Comment

Note: Only a member of this blog may post a comment.