Be useful, not self-serving.<\/strong><\/p>\nThe most informative investor education in the world is useless if the consumers of the content don\u2019t trust it. As you put together your investor education materials, be sure to use neutral language. It\u2019s fine to stack value propositions that might tend to favor your own financial products, but it\u2019s also important to be honest and balanced with the language you use. Excluding key information might make some investment products look more attractive in the short term, but if investors realize you\u2019re not being one hundred percent upfront in your communications, they may not engage with your content again.<\/p>\n
Build from simple to complex.<\/strong><\/p>\nOnce you\u2019ve determined who your target audience is, it\u2019s important to start at a point of common ground\u2014the group of terms and concepts that the audience is already familiar with. After \u201csetting the stage\u201d with some context that helps the audience feel comfortable, you can begin to build up into more intermediate and complex concepts. If you dive right into complex material without setting the groundwork, you may lose your audience, and the entire piece will likely fall flat.<\/p>\n
Use analogies that fit.<\/strong><\/p>\nThe temptation to use analogies to explain complex concepts is understandable, and in some instances, it works. We\u2019ve seen successful ETF explainers that compare ETFs to everything from flowers, to dance groups, to art collections. But if the analogy doesn\u2019t quite<\/em> fit, it may not be worth the trouble to try and shoehorn your investor education into it\u2014you may end up only confusing your audience.<\/p>\nFinally, use examples to reinforce comprehension.<\/strong><\/p>\nOnce you\u2019ve laid out your conceptual framework, it\u2019s time to bring everything home by using an example to show those concepts at work. This allows the audience to use their own critical thinking skills as they follow along.<\/p>\n
By putting yourself in the audience\u2019s shoes, truthfully engaging with them, building from simple to complex concepts, and using analogies that fit, you\u2019ll be well on your way to producing quality investor education materials, which can often be a requisite as you seek to effectively market investment products.<\/p>\n","protected":false},"excerpt":{"rendered":"
When investors make a decision to purchase a financial vehicle, they are setting aside hard-earned money in the hopes that they will achieve a positive outcome. Naturally, the decision of which investment product to select in the service of one\u2019s goals is a serious one, and investors are right to not take these decisions lightly. Financial marketers figured all of this out a long time ago: in order for an investor to choose your financial vehicle, they need to understand it (a tall order indeed for some particularly complex financial products). There\u2019s too much at stake for investors to blindly choose something without taking a closer look. This general understanding of the importance of investor education has given rise to a glut of sub-standard education materials\u2014confusing, meandering, or nakedly self-serving. We think investors deserve better, and that financial services firms stand to benefit from producing high-quality investor education. With that in mind, what follows are some key ingredients for creating effective investor education. Learn more about The Underappreciated Utility of ETF Investment Cases Put yourself in the audience\u2019s shoes. This might seem like a tall order, but it is absolutely critical for crafting effective investor education. Naturally, putting yourself…<\/p>\n","protected":false},"author":4,"featured_media":422,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[17,59,11],"tags":[21,20,22,24,44,2,45,3,29],"class_list":["post-420","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-generation","category-education","category-marketing","tag-audience","tag-content","tag-content-generation","tag-education","tag-etfs","tag-finance","tag-financial-literacy","tag-marketing","tag-materials"],"acf":[],"_links":{"self":[{"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/posts\/420","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/comments?post=420"}],"version-history":[{"count":9,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/posts\/420\/revisions"}],"predecessor-version":[{"id":1164,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/posts\/420\/revisions\/1164"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/media\/422"}],"wp:attachment":[{"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/media?parent=420"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/categories?post=420"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/tags?post=420"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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When investors make a decision to purchase a financial vehicle, they are setting aside hard-earned money in the hopes that they will achieve a positive outcome. Naturally, the decision of which investment product to select in the service of one\u2019s goals is a serious one, and investors are right to not take these decisions lightly. Financial marketers figured all of this out a long time ago: in order for an investor to choose your financial vehicle, they need to understand it (a tall order indeed for some particularly complex financial products). There\u2019s too much at stake for investors to blindly choose something without taking a closer look. This general understanding of the importance of investor education has given rise to a glut of sub-standard education materials\u2014confusing, meandering, or nakedly self-serving. We think investors deserve better, and that financial services firms stand to benefit from producing high-quality investor education. With that in mind, what follows are some key ingredients for creating effective investor education.<\/p>\n