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Change How You Communicate… Connect With More LPs
The manner in which people want to receive information is evolving and the form information takes is changing. Being direct, you will have a much better chance of engaging new LPs if you acknowledge...
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Brand Over Performance
Hedge funds and PE funds need to position their brand in front of their performance… Hear me out. This is what the landscape looks like today: Service Providers Brand Pedigree...
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The Absolute Best Time to Send Email
Clients often ask us “When should I send out my email campaign in order to get the best open rate?” And our answer often generates quizzical looks (and sometimes icy stares): “You should send it...
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A Hedge Fund Is Forever
Heard the phrase, ‘A Diamond Is Forever’? Probably. It’s been in every De Beers engagement advertisement since 1948 (as of 2016), and was also awarded the “#1 Slogan of the Century” by Ad Age1 HOW...
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The First 5 Things To Think About When Marketing Your Fund
If you’re thinking of launching a new fund, or already have one but aren’t doing any marketing around it, the following checklist has been pulled together for you from years of experience with...
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A 9 Step Guide On How To Be Creative
An objective approach to creativity, an oxymoron… perhaps. And I don’t deny that some people are more creative than other people. That said, when you run a marketing firm you are perpetually...
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Why Good Hedge Fund Managers Fail
Good hedge fund managers fail because they get trapped between an overly inflated sense of attractiveness and an LPs fear of saying no to what “could” be a good investment. Both sides then stare...
View Article2017: The Year Fund Marketing Gets Bold
WHILE INVESTMENT STRATEGIES IN THE ALTERNATIVES SPACE HAVE ALWAYS BEEN SOPHISTICATED, MARKETING STRATEGIES HAVE NEVER BEEN. However, modern marketing is starting to be embraced by fund managers and...
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Video For Your Fund? It’s Long Overdue.
Video is not a new trend in marketing, but it keeps growing in importance. Anyone with access to the internet or a television doesn’t have to be told of video’s use to captivate an audience....
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Be Human
Data is good. People obsess over it. We study open rates, clicks, response rates and more. Managers huddle over their Bloomberg terminals, eyes fixated on the ups and downs. Marketing decks have...
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How to Effectively Market A Complex Financial Concept: Engagement to...
Adhering to our own general rule, you need to make the complex, un-complex. You need to do three things: 1.) Engage your audience. 2.) Create intrigue 3.) Get buy-in This is the first of a...
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How to Effectively Market A Complex Financial Concept: Engagement to...
Adhering to our own general rule, you need to make the complex, un-complex. You need to do three things: 1.) Engage your audience. 2.) Create intrigue 3.) Get buy-in [See Related: Part 1 –...
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How to Effectively Market A Complex Financial Concept: Engagement to...
Adhering to our own general rule, you need to make the complex, un-complex. You need to do three things: 1.) Engage your audience 2.) Create intrigue 3.) Get buy-in [See Related: Part 1 –...
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Webinar 101 for Fund Managers
Just last month, we presented a webinar: ‘Effective Presentation of Complex Financial Concepts’. Missed it? Check out the recorded version HERE. Webinars have seen tremendous growth in the marketing...
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Asset Managers Are Not Well-Rounded
Are you going to make the roster of a NFL team if you aren’t quick? Will you make the NBA if you can’t play defense? Are you destined to play in the NHL if you can’t skate backwards? No, no and no....
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It’s Not About Your Legitimacy, It’s About Time…
At the start of any sales process you are competing for time. It’s reached that point. Brain share is the most precious commodity of all. It doesn’t matter what you are selling. In most situations...
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The Physical Trap for Managers
“THE PHYSICAL TRAP??” Yes! We’re all susceptible to finding ourselves in a comfort zone and not wanting to move out of it (myself included!). We find ourselves stuck in the Physical Trap when we’ve...
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United Airlines: A Lesson For Alternatives Managers
Anyone who’s read the news in the past month will be familiar with the incident involving a United Airlines passenger being dragged off an airplane. This incident caused all kinds of bad press for...
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10 Common Mistakes That Make Smart Investment Managers Look Naive – Part I
If managers are so bent on being perceived as “contrarian,” why do they insist on communicating their message in such conformist ways? How do you think Apple would look like today if Steve Wozniak ran...
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10 Common Mistakes That Make Smart Investment Managers Look Naive – Part II
(Click HERE For Part I) 6. Employing a “sophisticated, systematic and repeatable” investment strategy but an undisciplined and discretionary marketing strategy “I did PR once. It didn’t work.”...
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