The difference between building a brand and selling a product

Brand is what creates loyalty. It is the difference maker. If things are close, brand wins. If things get tough, the strength of your brand will keep you in the fight. This is an important distinction to understand. Most people in asset management are selling product, versus building a brand.  Our position, it is best…

Do this and get a better email open rate…

Whether we like it or not, email is the primary form in which the asset management industry communicates and markets. Improving your open rate by 10 or 20 percent can obviously have an impact. And when most people read things like this, their heads droop thinking that this magical move will require a PHD in…

Audience and asset management

Generalizing, everyone wants 10 investors to allocate $20 million into their fund. I am not saying that it is impossible, however, the chances of selectively identifying 50 prospective LPs, directly reaching out to those prospects, and closing 10 allocations are extremely low. The industry is too competitive, there are too many funds and LPs can…

Loyalty and asset management

Building a loyal audience is pivotal in marketing hedge funds and private equity funds. The more loyal the audience, the more re-ups and less redemptions. The best way to raise assets, is to keep assets. Let me digress for a moment. Why does someone buy a BMW when the new, comparative model of Mercedes is…

An asymptomatic problem asset managers have finally been forced to confront

Asset managers consistently tell us that they do well when they get in a room with a prospective LP. This can be expected. There is no stronger form of communication than a face-to-face meeting. Outside of the impact of words, it is also possible to project confidence, passion, and enthusiasm, amongst many other things. Subtleties…

Why asset managers need to abandon the Olympic athlete mentality

What do most asset managers and Olympic athletes have in common? They believe that if they are the top performer in their field, they will win a gold medal. In the case of asset managers, the proverbial “gold medal” is winning over an LP or reaching their fund’s capital raise target. Asset managers need to…

What’s that coming over the hill?: How to prepare for the new era of asset management

In a previous piece, I looked at some of the changes that you will probably have observed, yourself, as we move into what we call the New Era of Asset Management (take our New Era of Asset Management survey here). In that article, I touched on three of the areas that we, at MJ Hudson,…

Ready or not, here it comes: 3 things to know about the new era of asset management

Whilst certain details of private markets investing have changed very little in the last 25 years (8% hurdle, 20% carry, conference buffet menus, take a bow), there are dramatic changes underway, and now is the time to reassess everything you thought you knew. You may have already heard the result of these changes, in aggregate,…

There is no marketing value in doing the expected

We talk to asset managers all day, everyday – people like you, searching for capital. With surprising regularity, managers confide in us that they truly don’t understand why investors aren’t allocating capital their way. “Look at our performance, it’s pretty impressive.” Here’s the thing, “doing what you are paid to do” isn’t a reason for…

Loyalty – Asset management’s most undervalued attribute

What causes private equity LPs to re-up in subsequent funds when performance is just ok? What prevents LPs from redeeming when the performance of a hedge fund falters? What prevents top employees from pursuing “opportunities” elsewhere? Why do founders approach specific VC firms first? Why do people working as institutional allocators invest in the same…

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