Spec Piece 1 – Investment Consultant Email

Spec Piece 1 – Investment Consultant relationship Email

This is a spec email for a fictional Investment Consultant. (Leslie Carstairs at Investments).

The Client

Imagine a single person who gives investment advice to their clients. They have an email list, and regularly broadcast emails. The messages give advice to the audience, build relationships, and establish the consultant as an authority in investing.

The Business Objective

This email seeks to build a relationship with his potential clients, and establish him as friendly and knowledgeable. There’s no direct call-to-action in the letter, but it does seek to show how complex investments can be, and says there aren’t any quick fixes.

Ultimately the email seeks to make it more likely that readers will turn to the consultant to advice.

This email lays a foundation; future emails will have more direct calls-to-action.

The Challenge

The piece deals with a complex subject matter, and there’s a danger it will come over as dry and difficult to follow. Most of the consultants won’t be financial experts; they hire the consultant for his expertise. But readers need to be warned off the shady techniques used by less reputable investment coaches. They should also see Carstairs Investments as people they can trust, so the email must build credibility.

The Solution

The subject line has a hook ‘You’re too smart to fall for this’. I’m helping the readers see themselves as better than the crowd, and also aiming to create curiosity. Readers should ask ‘What won’t I fall for?’ and keep reading.

I wrote the email in a friendly and approachable style to stand out from more formal emails. I wanted students to think they’re chatting with someone pleasant and supportive. This encourages sign ups; the email combines education and entertainment.

The email also nods at the reader’s potential. It outlines a route they can take to achieve financial security, and challenges them to ‘level up’. The email has been written to flow naturally. The Mencken quote at the start adds a touch of authority, and the email touches on an investors common desire to ‘get rich quick’. It shifts into outlining the problem with ‘get rich quick’ schemes, and hints at the solution ‘get advice from someone reputable.’ The email aims to make readers more likely to contact Carstairs Investments in the future.

Deliverables

I used simple formatting without images to increase open rates. I’ve also used lots of white space and simple words to increase readability.

__________

[FROM]: Carstairs Investments.

[SUBJECT]: You’re too smart to avoid this trap.

[SNIPPET]: Learn the one path to financial security.

[BODY]:

Dear [Subscriber Name],

There’s a quote I love from American journalist H L Mencken.

“There is always an easy solution to every human problem—neat, plausible and wrong.”

I study finance a lot.

And the more research I do, the more this saying hits home.

I’m always getting emails from people interested in my services, but who find my ‘slow and steady’ approach dull. They want success right away.

I get it. Wouldn’t it be great to buy a share at £3 today, and see it hit £6 or £7 tomorrow?

And those gains can happen.

Just not reliably.

They can’t be predicted.

You need to avoid the trap of trying to predict sudden leaps. All too often you’ll end up buying, only to see the stock sink over the next few months.

Predicting stock market movements is insanely difficult.

Instead, look for solid fundamentals.

Be diligent, and be patient. Look at a company’s finances and annual reports. Buy stock from companies with a firm financial foundation.

Companies with increasing revenue and profits, and healthy debt levels.

Hold onto your shares over time.

Avoid the lure of the easy solution.

Be the tortoise, and not the hare.

Spread your investments over several different asset classes, and know what your financial goals are.

It’s a complicated field. If you’re interested in learning more about our investment strategies, and how we can work with you to achieve your aims, give us a call.

We’ve a free consultation waiting for you.

Until next time,

Leslie Carstairs at Carstairs Investments.

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