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The A-Z of terrible fund marketing
Q – Quiet quitting
Gabrielle Israel-Bolarinwa emphasises the importance of patience when delivering your message, and the danger of ‘quiet quitting’.
The A-Z of terrible fund marketing
P – Proprietary deal origination
JD David debunks the notion that utilising the term “proprietary” to describe your edge helps in your efforts to market your fund.
webinar
Scope 3 emissions reporting: green dream with MJ Hudson’s Emma Bickerstaffe
Emma Bickerstaffe meets with esg Clarity's Natalie Kenway to discuss early, futureproofing preparations for Scope 3 emissions.
The A-Z of terrible fund marketing
O – Overloading
Jon Greene demonstrates why overloading your communications, by trying to say everything at the same time, means that investors will ultimately remember nothing.
The A-Z of terrible fund marketing
N – No budget
You wouldn't attend an investor meeting wearing a garbage bag. To make a good first impression, you need to secure a sufficient marketing budget. If you don't, it will always have a negative impact.
The A-Z of terrible fund marketing
M – Mixed messaging
Beware mixed messaging; your story is made up. The question is: who made it up? You, or the market? If you don't tell your story effectively, someone else will tell your story for you.
webinar
How to avoid unintentional greenwashing
Greenwashing is simply a term coined to suggest deception. How do you articulate your core values as they relate to ESG in a sincere and honest way?
webinar
Impact of the consumer duty and new financial promotion regime
Mike Booth discussed how the management and marketing of private funds in the UK will be impacted by the new Consumer Duty, and the next steps for those marketing and managing private funds.
The A-Z of terrible fund marketing
L – Losing traction
Lorena Lara Torres explains how to ensure great marketing isn’t undone by an inefficient response to engagements. What can you do to avoid losing traction?
The A-Z of terrible fund marketing
K – KPIs
In marketing, just as in investing, you need to understand what is working and what is not working. This is impossible if you don't set and track KPIs (key performance indicators).
The A-Z of terrible fund marketing
J – Jargon
Stop confusing clients with jargon! Garry highlights the benefits of using more accessible language in order to put people at ease, build rapport and help potential clients better understand the benefits of your products.
The A-Z of terrible fund marketing
I – IRR
It’s natural to want to highlight impressive returns but too many fund managers fall into the trap of using IRR as a promise of future success. Sol Teague discusses this is a common a trap?
The A-Z of terrible fund marketing
H – Hyperbole
When you use hyperbole and exaggerated language, you can come across as dishonest and inauthentic to investors, and may fall foul of your compliance team, or worse, the regulator.
The A-Z of terrible fund marketing
G – Greenwashing
Stop it! Just. Stop! You simply cannot get away with it. Investors are too savvy and regulators are too focused on the issue for greenwashing to be a workable strategy anymore.
The A-Z of terrible fund marketing
F – Faceless fund managers
What did you say? There’s something different, exciting, special about you? And you can articulate how those attributes combine to deliver that performance? Well, now, That sounds interesting. Tell me more…
The A-Z of terrible fund marketing
E – Everything at once
When you are passionate about what you do, you want to tell people about it. That’s just human. The problem for many fund managers is that they want to tell everybody about everything, all at once.
The A-Z of terrible fund marketing
D – Dead on arrival social media posts
Alex Carlton discusses LinkedIn's hidden algorithm, and how you can leverage it to your advantage, ensuring your social media posts rise to the top using MJ Hudson's VELCRO checklist.
The A-Z of terrible fund marketing
C – Chaotic communication
Too many firms build the infrastructure and then struggle to consistently release the content that fuels it. To get the most out of your marketing you need to understand what content to produce, when it release it, and who will do it.
The A-Z of terrible fund marketing
B – Brand baggage
Every company changes as it matures, and a brand must also evolve, to reflect those changes. If it doesn’t, it will quickly become inauthentic. You brand should represent who you are – not who you were.
The A-Z of terrible fund marketing
A – Assumption-based marketing
Strong personalities and legacy thinking can stop a firm from reaching its true potential. No matter how confident or charismatic a firm's leadership is, failure to ask difficult questions and listen to the answers, can be fatal.
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