Most, if not all, annual reports for 2013 have been published by now, and as investors attempt to glean what went right and what went wrong by wading through pages upon pages of corporate detritus, often the most readable section is that containing the shareholder letter.
Warren Buffet is arguably the most famous writer of shareholder letters because of his folksy, straight-to-the point style. Buffet is so darn good at writing shareholder letters that myriad chairmen and chief executive officers attempt to emulate his knack for prose. The problem is, Buffet writes in his own voice, and trying to inject his vernacular into your shareholder letter could smack of inauthenticity, or even worse, someone might call you a poser.
Instead of invoking Buffet when trying to conjure up some down-home writing, l’d rather refer to his style as “business folk.” Yes, it sounds like a music genre for MBAs. But writing in the style of “business folk” seems a lot less intimidating than trying to emulate a genius.
Following are additional word-buffing tips:
- Avoid clichés and creative analogies. Yes, it is tempting to use catch phrases and descriptors to tell the company’s story, but words can easily become distracting, and soon enough the reader loses focus.
- Write as quickly as possible. This ensures you are writing what you know and staying on point. It also helps lay a foundation that you can wordsmith later.
- Use metrics that help demonstrate themes. Numbers are great because they are hard facts, but they also pose challenges because they don’t always tell the full story. Try to use numbers that help shareholders understand the overall direction of the company.
- Describe the company’s strategic direction. Many executives underestimate the power of writing and misuse the activity, particularly in shareholder letters, to recapitulate old news. Effective writing presents a roadmap that can help manage expectations, as well as demonstrate leadership.
- Read what you write out loud to determine if it actually sounds like something you would say. If you employ a lot of three-syllable words in your daily conversations, then maybe your writing should contain three-syllable words. (Note: If expletives factor into your daily conversations, then you should edit those out.)
- Use subheads to break up thoughts. It is easy for readers to get lost in corporate minutiae, which is why it is helpful to have guideposts. Subheads help hammer home themes we want investor audiences to remember.
- Make sure whatever you write is in reader-friendly formats both online and in print.
- Words are more important than flashy design. Sure, an interactive quarterly report is nice, but it’s the words that will help investors determine if you have “a wonderful company at a fair price (rather) than a fair company at a wonderful price,” according to a quote from Warren Buffet’s shareholder letter in 1989.
– Evan Pondel, firstname.lastname@example.org