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,…

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…

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…

Video versus traditional pitch deck – What wins?

This is a very relevant question. It is asked a lot. The pitch deck (aka marketing deck) is an industry staple. Their use is established and required. The exchange of a deck is almost ceremonial in nature. Formal conversations can’t really begin until this exchange occurs. The request for a pitch deck is an industry…

Stop using your pitch deck as a presentation deck

Talking at a prospective LP as you walk through a marketing deck filled with wall-to-wall text and numbers is rarely an enjoyable experience for them. It’s also not conducive in helping you create the rapport and engagement you want. The presentation deck is something that can fill this gap. Generating momentum in your fundraising process…

10 tips to building a good marketing deck

Use a striking image on the cover page. You want your marketing deck to be immediately memorable. Page two, yes, even before the executive summary, should feature a bold, profound, single statement designed to engage. Professional investors review a huge number of decks. You want to say something that gets their attention. This will ensure…

Building brand is different than articulating your value proposition

Figure out what you stand for, think beyond performance, and embrace your brand values. I think about building brand in the alternative investment industry… a lot. I have pondered why it is such a struggle for asset managers. The reasons are involved. It starts with the fact that the stories asset managers tell, are not…

Two simple resume changes to get noticed in the age of COVID

I’ve seen more resumes from friends, former colleagues, and other people that I respect in the last 6 months than I have seen in the last 6 years. It sucks. There’s obviously no mystery as to why. And sadly, almost anyone that has ever gone out job hunting knows – looking for a job is…

The evolving marketing deck – Why it should read like a story and look like a magazine

We’ve all heard about the narrative arc used in story telling – the sequence of events that make up the whole. This form of writing keeps people interested and wanting to turn the page. Shouldn’t you be adapting the narrative arc to your marketing deck to maintain interest and tell a compelling story? Pitch decks…

The unmeasurable benefit of good marketing

A lot of asset managers are trapped in between ok and good enough. Because of this, their pitch lacks conviction and energy. Room after room, zoom after zoom, they say the same thing and hear the same thing – thanks, but we will watch for a bit. The surest way to change the trajectory of…

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