Many investment firms struggle when deciding what they should write about in their investor newsletters. These decisions can become particularly difficult when there are high-profile news events that are dominating headlines in the mainstream media.
As a financial writer who helps companies write their newsletters, I get a lot of questions from clients along the lines of, “Should we be writing about [insert trending, high-profile news item here] in our newsletter? I know our clients are hearing a lot about this, and it seems like we should have a point of view on it.”
Clients will bring up many different considerations when talking through these decisions, including: “We don’t want to look like we have our heads in the sand.” “We want to show that we are relevant.” “We don’t want to touch an issue that is too politicized or divisive.” “We don’t want to end up being wrong.” “We don’t want to ‘get outside of our lane’.” And the list goes on.
Given the number of considerations companies try to weigh, it’s no wonder that firms struggle when deciding whether to write about a high-profile and potentially controversial topic.
Rather than trying to balance all of those separate considerations, firms should narrow their thought-process and answer one main question: “Can we add value for our clients by writing about this topic?” If the answer is yes, the topic probably belongs in your newsletter. If the answer is no, leave it out.
Let’s apply this litmus test to a few recent topics that have been grabbing headlines lately.