Take risk – Get a reaction

Most PMs are considered to have Type A personalities. Many have strong opinions and tend not to mince words. So why is it that their materials – websites, decks, blog posts, whitepapers, whatever – are typically devoid of strong statements? Look at the typical website homepage… “We are a registered investment advisor that seeks high…

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…

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…

It’s not easy being green: SFDR and communicating your ESG credentials

It’s not easy being green, opines Kermit the Frog as he wanders slowly through a claustrophobic garden of lush leaves and bright flowers – and he doesn’t even have to contend with the new Sustainable Finance Disclosure Regulation (“SFDR”). The bad news for you (at least if you ever plan to raise capital from European…

Doing differentiation, digitally

We’ve written before about the challenges of differentiating one’s private equity fund and firm from the crowd. As marketing and communications specialists, we have a vested interest here, of course. But if private equity fund managers were actually good at differentiating themselves digitally and their funds from their peers, the industry wouldn’t have adopted the…

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…

The investor journey and why it matters (Part 2)

Once you have an understanding of what it is like to walk in an investor’s shoes and emphasis with the investor journey, you will be in a better position to make the fundraising process a more productive and engaging experience for them. And in an over-crowded industry where products are most often “bought not sold,”…

Fundraising for venture managers: The missing piece of the puzzle

Recently traditional ways of communicating have gone through a radical transformation, and the importance of connecting and sharing information is more vital than ever. With the lack of physical interaction, we need to find new ways to adapt and connect with our clients and wider networks. Every venture firm should be using a CRM system…

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