What’s your tone of voice – and why is it so important?

Your tone of voice is about building trust – a vital commodity when you are asking clients to invest money on their behalf. By talking in straightforward language, engaging the reader and building a compelling narrative, you can create memorable copy.  I’ve spent a lot of my career writing for retail audiences, and they are…

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…

Build brand equity in a tag line

When the words “Just Do It” were first written down, they meant nothing. Today, they are obviously extremely valuable. Tag lines like “Just Do It” are nothing more than the entry point to a given company’s story. We are of course borrowing the words made famous by Nike. Today there is immense depth behind this…

Why you need an origin story and the questions you need to answer to build a good one

Hey! You there!  Yes, you – in the figure-hugging jumpsuit. Why are you hanging upside-down from that building?  Radioactive spider, you say? Tell me more…  Every superhero has an origin story – and you probably know lots of them. Whether it’s a poorly planned scientific experiment, a distinctly unethical military program, or being transformed from…

The three key pillars behind institutional AUM growth

Regardless of what form of asset management you partake in, if you do these three things you will have greater AUM growth. 1. Layer your story strategically Many asset managers walk into a meeting with an LP with no real plan on how they are going to tell their story. Because of this, it is…

The power of enthusiasm…

I have been searching for the one thing that makes one manager different than the twenty others that do the same thing, and, to a certain extent, end up achieving the same result. That difference – the enthusiasm to tell one’s story.  This sounds rather obvious, right? It’s not. You would be amazed at how…

Your brand is your truth

The concept of your brand is a tricky one. Most people stumble around it. Is it your unique selling proposition? Not really. Is it what you aspire to be? A little bit. Is it the articulation of your values? Perhaps.  Whatever brand is, it is damn hard to pin down. To offer some guidance on…

How to convert a complicated investment strategy into an interesting story

It is no fault of anybody’s, however, a lot of the asset managers we work with represent investment strategies that are extremely complex. This translates into a long-winded story that is more often than not hard to sit through. For much of the industry, this is the core reason why so many are unsuccessful in…

Why portfolio managers make lousy fundraisers

Pretty much every successful investor I know has one trait in common – they are all logical, rational thinkers. Which of course, makes total sense – detaching oneself from an investment decision requires a certain level of dispassion. However, a person’s thought process when it comes to making a meaningful purchase decision – including allocating…

Your passion is what sells

Relying on websites and pitch decks to tell your entire story isn’t going to win you business. I see it happening all too often – too much time and energy is spent on trying to make websites and pitch decks absolutely perfect. People try and convey their entire story and thought-processes over way too many…

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