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…

Capital raising begins with marketing – and marketing is all about control 

Marketing a fund is a game of catch. When you communicate with an investor you are throwing the ball. When the investor responds, they are throwing it back. The ball must pass between you and investor multiple times before the capital raising process gets to the due diligence phase.  The big difference is that this…

Why I switched from a freelance marketing career to in-house at MJ Hudson

It is a glamourous life for some – including me Freelance marketing is nice work if you can get it. And I had it – some good clients and a flexible career that I could do anywhere, any time. I milked the anywhere anytime part for all it was worth – even at the expense…

The difference between marketing & investor relations

In the asset management industry, marketing and investor relations are frequently lumped into the same bucket. Frankly, this is a mistake. They are very different things, and it is best to treat them as such. One of the most dangerous traps an asset manager can fall into is being very good at investor relations, yet…

Duality of the industry: Marketing + performance

There are seemingly two types of asset managers, good investors and good marketers: throughout this piece I will discuss this duality. Interestingly, their ability to grow and flourish seems to be pretty much even. Furthermore, both seem to hit a growth ceiling in and around $5B AUM. Arguably, this may seem like a win to…

Marketing communications: keep it simple

The urge to overcomplicate things in your marketing communications can be irresistible.   When it comes to writing your marketing deck, the intention, of course, is always to clarify, rather than overcomplicate. You want to provide detail so investors can properly understand your strategy. Your strategy is complicated – if it wasn’t, anyone could do it,…

Fundraising happens when you are not fundraising

While at a conference last month, I heard the line, “fundraising happens when you are not fundraising” in some form or other from speakers of at least three different panels. There is no chance I would have heard that statement come out of even a single panelist’s mouth five years ago. It’s a crowded market…

Marketing decks & current events

Writing marketing decks is hard, regardless of what the strategy is. A few immediate points. First, there is no gold standard template. Trust us, we have looked long and hard for such a thing. Second, don’t get flustered by the word institutional. There are no written rules. For marketing decks to be considered “institutional” it…

Build brand equity in a tag line

When the words “Just Do It” were first written down, they meant nothing. Today, they are obviously extremely valuable. Tag lines like “Just Do It” are nothing more than the entry point to a given company’s story. We are of course borrowing the words made famous by Nike. Today there is immense depth behind this…

The one thing alts managers get wrong in building their pitch book

Doesn’t matter the role, skillset, or experience, practically every investment professional seems to have an opinion on the “right” way to build their pitch book (a/k/a “marketing deck,” “pitch deck,” etc). And it’s because of that we see so many of them doing it “wrong.” You know the saying, “put 10 economists in a room…

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