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 this unvarying journey – good marketing.
Good marketing brings zest and energy back into the equation. It gives a firm something to rally around, something to celebrate. It reminds people why they do what they do, what they are good at, and why people should care. Good marketing fuels charisma and conviction, and nothing influences an outcome more.
Therefore, if you are struggling to knock your business into a more productive place, try building a tool that you are excited to share. This could be an interesting and progressive website, a courageous video, a marketing deck that is design forward, etc. The pride associated with this tool will permeate your entire process. Your enthusiasm will be infectious. LPs can see and feel this. It is motivating.