An extensive whitepaper that explains a complex topic - equal-weighted share trading - to both amateur and professional audiences
1/4 The client:
SelfWealth, a shares trading platform co-founded by a former Commonwealth Bank private banker, among others. Their difference? Instead of charging users for a percentage-based slice of every trade, they just use a flat fee. So you pay the same if you're selling $100 worth of Netflix or $200,000 worth of JB Hi-Fi. Smart.
2/4 The problem:
SelfWealth doesn't just cater for massive self-managed super funds. They want end users, too - and not all of them understand what shares are, how they work, or why the SelfWealth model will ultimately save them thousands of dollars over several years.
Another challenge: SelfWealth runs its own "equally weighted" ETFs, which perform better than traditional index funds which stick a bunch of stocks in a basket together.
The team at SelfWealth wanted to explain what equal
weighting is to that audience.
3/4 The solution
I was a business and finance journalist for several years, acting as Deputy Editor at SmartCompany.com.au - and starting in the wake of the GFC. I was already well-placed to understand the complexity behind this topic and had even written on it before, many times.
The real challenge is distilling it down for those users who are approaching this topic for the first time.
First: we worked on structure. I took everything the SelfWealth team wanted to include in the paper, and slowly
built out a skeleton of what this paper would look like.
Collaboration is crucial - I needed to make sure they were
happy with every single point being included.
Secondly: I delved into the research. Any time SelfWealth
requested a quote from a particular economics paper or
research piece, I read every single one in full. Necessary? No. But I feel more comfortable when I over-prepare.
Finally: I proposed a timeline that would allow for multiple drafts. I wanted the SelfWealth team to feel comfortable and completely looked after. As a result, no one felt rushed, concerned or worried about meeting the publication time.
4/4 The result
A beautiful white paper that doesn't just educate new users, but strikes the right tone for those who are approaching it for the 100th time. Getting that balance isn't easy - it requires a careful amount of attention to detail, and structuring sentences and paragraphs in ways anyone can follow. SelfWealth was clearly happy:
"Patrick was great to work with...he managed to translate complex concepts into an engaging white paper." - SelfWealth founder and managing director, Andrew Ward.