Financial Editing: The Words you Choose - ACES 2012 | New Orleans

Financial Copy Editing: The Words You Choose
ACES New Orleans
April 12–14, 2012
Christine Steele, The Capital Group Cos.
expert/expertise
It could have a legal connotation. The word(s) suggest that one will be held to a
higher standard if the claim is made. Instead use: “experience” or “knowledge.”
foreign — Use more appropriate words. Instead say “outside of the U.S.,”
but not always; it doesn’t mean “not in the United States.”
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“Outside of the U.S.” refers to companies based outside of the U.S. but that
are active in the U.S. and employ a number of Americans.
“Global” and “international” are also other word choices. “Global” means
encompassing the U.S. plus outside of the U.S. “International” means outside
of the U.S.
Instead of “foreign trade” say “international trade.”
Exception: The IRS has a foreign tax credit for individuals so OK to use “foreign” in
this context.
gaming vs. gambling — “Gaming” is more friendly in the industry and is what
families do together (at a family-friendly resort). “Gambling” suggests a bad habit
and engages risky behavior.
portfolio counselor vs. portfolio manager — One of the definitions of “counsel”
in the dictionary is “advice or guidance, esp. as solicited from a knowledgeable
person.” In relation to “counselor,” using this term in the industry over “manager”
can demonstrate that a company is operating on the shareholder’s behalf and it
reinforces the idea of a professional relationship/ partnership between the counselor
and the shareholder. Managers, by definition, tend to dictate and/or exert control —
sometimes to the benefit of only themselves.
nobody knows/no one knows — Banish any and all phrases such as this, e.g.,
“No one knows where equity markets are headed.” “Nobody knows why the market
fell.” While no one may know the specifics, our investors have entrusted us with their
hard-earned assets and look to us to create positive long-term investment results for
them. We need to tell our readers something that we do believe in. These phrases
make it seem like we are at the mercy of the market.
performance — Use “investment results” rather than “performance” — a term
widely used in the investment industry. You could say that when “performance” is
applied to the investment process, it indicated a public presentation or exhibition and
focuses attention on the investment manager rather than the shareholder. Investors
entrust firms with their hard-earned assets and look to these firms to create positive
long-term investment results for them, not just a great performance here or there.
Focus instead on the client by using “investment results,” “results” or “returns.”
customers vs. clients —Focus on “clients” not “customers.” A company would want
to strive to fulfill client needs versus wants.