Our Top Tips on Creating Written Materials That Shareholders Will Read – And Act On

Your editor-in-chief was pleased to be part of a panel at the SSA’s annual conference in July on “Communicating Effectively with Shareholders” where he focused on writing and design tips, based on his many years as a writer, designer, sender and recipient of shareholder materials in his years as a Transfer Agent, and what, in his experience, worked best - and worst. Here’s a summary of our top-tips - that include some great tips and insights from other panelists as well:

• Target materials to the specific audience you want to reach. (Separate mailings, or separate “packages” with different, targeted enclosures work best, by far)
• Materials must grab the recipients’ attention!
• Your company - and not an “agent” -should be the “sender” and the “writer”    
• Don’t cheap out on paper – or design
• Use color - especially for the company logo (this increases “opening rates”  and response rates by 5 -7 times)
• Follow the KISS principle religiously: Keep It Simple, Stupid!
• Emphasize the benefits of taking action - to the shareholder and to the company
• Make it easy for recipients to take action right away
• Provide multiple response channels - mail, phone, Internet & mobile (use QR codes!)
• Review materials with all agents you will use – and with your legal team - but don’t let them “drive the bus”
• Test-drive materials with co-workers, family members, friends and other non-subject-matter experts