Promoting your ESG strategy

The road to ESG integration is long. Do your clients know how far you’ve come? Greenwashing is easy. Getting away with it is not. With the introduction of SFDR and other oversights, investment managers need to be transparent about their ESG strategy, their responsible investing goals and where they fall short. And the efforts of…

Private equity fund manager websites are burying the information investors need

GPs often employ a disastrous strategy when it comes to planning a new website: first, they visit other private equity fund manager websites, for “inspiration” (to copy them); and, secondly, they  proceed to gather all the content that feels approximately relevant and dump it on a few pages (and particularly on the homepage). The result?…

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…

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? …

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…

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…

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,…

New Year’s resolutions for fund managers

Finally! The bad smell of 2021 fades away and the fragrant aroma of a new year, anointed with opportunity, teases our nostrils. It smells like roast beef and daffodils. Welcome, 2022, welcome. At this time of year, it can be customary to enter into a personal contract of sorts and set down a number of…

Make investor relations a profit center

While I am not exactly plagiarizing, I am definitely re-purposing someone else’s ideas. Strike that – I’m actually re-purposing two other people’s ideas – Seth Godin and Elon Musk. The takeaway from Godin’s message, is to take care of those that care about you. And Musk’s message is – when someone, particularly someone important, makes…

Control your message, control your reputation – Six steps how

It’s a misnomer to think you can own your reputation. You really can’t because your reputation is based on other peoples’ opinions of you. That said, you can own your message – and owning your message is the best way to influence other peoples’ opinions. Unfortunately, owning your message takes effort. It starts with understanding…

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