What Makes Josh Brown, Morgan Housel, and Others So Readable — And How Advisors Can Do It Too

Some of the most beloved voices in finance—Josh Brown, Morgan Housel, Nick Maggiulli, and others—aren’t just smart. They’re readable. And that’s what keeps their audiences coming back.

So what’s their secret? Here are a few traits they all share—and how financial advisors can use the same techniques to improve their own writing.

1. They write like they talk

Example: Josh Brown's blog posts sound like a friend talking over a beer—direct, punchy, and full of voice. He’ll write things like:

“The market doesn’t care about your feelings.”
It’s simple, memorable, and feels human.

Try this:
Skip the jargon. Use contractions. Imagine explaining a concept to your smartest friend who doesn’t work in finance. That’s your tone.

2. They use real stories

Example: Morgan Housel is a master of storytelling. In The Psychology of Money, he starts chapters with tales about lottery winners, janitors who became millionaires, and even a VC who bought a car that cost more than his neighbor’s house. The point? We remember stories far more than charts or stats.

Try this:
Write about real client experiences (anonymized, of course). Share personal money lessons or mistakes. Storytelling builds trust faster than bullet points.

3. They find surprising angles

Example: Nick Maggiulli of Of Dollars and Data wrote a viral post titled “Just Keep Buying.” It wasn’t a stock tip. It was a behavioral nudge disguised as investing advice—perfectly packaged for a world addicted to overthinking. That post eventually became a popular book.

Try this:
Take a common question—like “Should I pay off my mortgage early?”—and answer it in a way that reframes the conversation. Ask what emotional need the decision is serving.

4. They respect your time

None of these writers waste words. Their pieces are usually tight, skimmable, and clear. No walls of text. No endless intros.

Try this:
Use short paragraphs. Break things up with subheads. And cut the fluff. (If you wouldn’t say it out loud, don’t write it.)

Bottom Line

Great financial writing isn’t about sounding smart. It’s about being clear, honest, and human. If you're a financial advisor, remember: the goal isn’t just to inform—it’s to connect.

Start with your next blog post. Pick a real client moment, write it in your voice, and explain what it taught you. That’s the stuff people remember.