Seven emails that increase your chances of re-up, co-investment or direct investment

In asking for a re-up, co-investment or direct investment, most people present the attributes of the given situation, frame the return profile and inquire about one’s interest level. This is a really bad idea. There are four reasons why: Every good salesperson knows to never ask for the order until you have minimized the risks…

A decade of alt fund videos: what we’ve learned and what’s next

It’s been nearly ten years since we produced our first client video. We weren’t the first service provider to offer videos in the alternative assets industry – but probably the first to incorporate it into a holistic marketing program. More importantly, we were the first to use video to tell a story. The first video…

Your marketing deck is not a due diligence document

This story isn’t actually about due diligence, or your marketing deck. It’s about you. It’s about you exploring uncharted territory in the hunt for the fabled lost city of El Dorado. I am going to tell you some things you should pack, plus some things you should definitely leave at home. But first, a little…

Build consensus around brand messaging: increase AUM

I have been keenly observing the marketing prowess of asset managers for some time now. Generally, I am watching what happens and thinking about ways managers can alter their approach to improve the results. One thing always stands out, the more aligned a team’s brand messaging, the more effective their marketing. In writing this, my…

Rethink your due diligence questionnaire: five top tips to make it awesome

Did your due diligence questionnaire fall out of the ugly tree and hit every branch on the way down? 🌲 Could it scare vultures off a meat truck? 😱 Does it read like an actuary, a lawyer and a compliance consultant teamed up to put investors to sleep? 😪😪😪 Your due diligence questionnaire needs to…

Call it what you want, you are already “doing” ESG

As you would suspect, the number of ESG-related marketing conversations that we have had with managers has increased exponentially over the past few years. And, of course, the range of views on the value of having an ESG-focused message is all over the place – from those “all-in” on one hand, to those still highly…

Before you launch a fund: five essentials

Just decided to launch a fund? Congratulations! 🥳 Whether it’s your first or fifteenth, I can only assume this decision to launch a fund was based on strong investor demand…     I mean, this launch is based on strong investor demand, isn’t it? You didn’t just have a few drinks with a couple of investors who…

Effective marketing requires repetition

It doesn’t matter how brilliant your story is if investors don’t hear it often enough. Repetition is the essence of effective marketing.  Big brands know it. They spend millions of dollars on it. Hearing the name or seeing the logo triggers recall of their messaging:  Nike: Just do it  Capital One: What’s in your wallet? …

Don’t greenwash: fund managers must be careful how they talk about ESG

To greenwash, or not to greenwash? That is the question. Green, sustainable, ethical, responsible, environmentally-friendly… these are all words used by managers to describe their funds. As both investors and the wider world become increasingly concerned with sustainability, it is tempting to exaggerate a fund’s ESG credentials to attract more capital. This, however, is a…

What’s your tone of voice – and why is it so important?

Your tone of voice is about building trust – a vital commodity when you are asking clients to invest money on their behalf. By talking in straightforward language, engaging the reader and building a compelling narrative, you can create memorable copy.  I’ve spent a lot of my career writing for retail audiences, and they are…

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