When it comes to reliable, high-value content for financial firms, it’s difficult to beat market recaps and outlooks. These types of articles tie what’s happening right now to your overall expertise and help clients make sense of noisy headlines.
They must be handled with care, however. Compliance must always be top of mind, and you’ll need to steer clear of anything that could be misconstrued as a promise or prediction. But with the right tone and structure, it’s possible to offer educational, timely content that builds trust without crossing any regulatory lines.
This week, we’ll show you how to create market recaps and outlooks that reassure and inform your clients while also reflecting your firm’s experience and professionalism.
Share Clear, Neutral Observations
A great market recap doesn’t need a dramatic spin to be engaging. Stick to what happened, when and what caused it.
Instead of “panicked investors triggered a market plunge,” stick with “the S&P 500 dipped 1.5% during a week that saw numerous economic reports come in under expectations.”
Anchor your recap in easily verifiable facts, and keep emotional language to a minimum. Find reputable sources. Present information objectively. Not only will doing all this help to ensure your content is accurate, but it also will demonstrate to readers that your firm favors substance over sizzle.
Help Clients Understand the “Why” of It All
Sure, your clients want to know what happened. But their primary need is understanding what it means for them on an individual level.
Use explanations that tie events together. How did new economic data potentially influence investors? Are certain geopolitical events contributing to short-term volatility? What sectors are most affected and why?
Remember, the SEC’s Marketing Rule encourages factual, balanced information, so remain grounded. Provide multiple likely factors when they exist. And never imply causation if the relationship isn’t crystal clear.
Use Outlooks to Educate, Not to Predict
Market outlooks are even trickier as it pertains to compliance. Some readers may interpret forward-looking statements as ironclad promises, even when they’re not meant that way. So protect your firm (and your audience) by shifting the purpose of an outlook from forecasting to framing.
A responsible outlook will answer questions such as:
- What opportunities, risks and/or themes are on the horizon?
- What economic indicators will your firm be watching?
- What variables might influence markets in either direction?
This type of outlook positions your firm as thoughtful observers rather than carnival fortune tellers.
Pair Commentary with Client Takeaways
Market content is most valuable when your readers walk away with something tangible. You can give actionable guidance without straying into advice territory.
Use client-friendly takeaways such as:
- “Periods of market volatility can be an opportunity to revisit risk tolerance.”
- “Diversification may help soften the impact of short-term swings.”
- “Don’t let week-to-week market movement impair your focus on long-term goals.”
This sort of language reinforces your firm’s role as a steady advisor while staying comfortably inside the compliance zone.
Reassure Instead of React
Financial news can be dramatic, but your content shouldn’t be. The best recaps and outlooks adopt a tone that is calm, balanced, educational and forward-thinking without being predictive.
This tone helps reduce financial anxiety while beefing up your firm’s credibility.
If you’re going to reference uncertainty, don’t leave perspective out. “Markets may remain a bit choppy as new data becomes available, but long-term strategies typically account for these periods.”
Using the right language boosts client confidence without completely minimizing legitimate concern.
Market Recaps and Outlooks Keep Your Clients in the Know!
When crafted carefully, market recaps and outlooks are powerful touchpoints. When you stay factual, contextual and client-focused, you deliver content that keeps people informed without crossing compliance lines. And in a world full of loud, scary financial headlines, your clarity and calm demeanor can be a huge competitive advantage.
At Mischa Communications, we have a long history of working with financial firms just like yours to craft compelling content that gets verifiable results. Let’s get started!