INSIGHTS & IDEAS
This article recently appeared in Opalesque New Managers (Issue 65, September 2017) – an online news publication focusing on the global emerging hedge fund manager.
Premise: The best way for a fund manager to create an effective marketing pitch is to tell a compelling story.
I’ll clarify what I mean by “story” in the context of hedge funds, but first let’s consider the efficacy of story-based marketing in general.read more
This article recently appeared in Opalesque New Managers (Issue 61, May 2017) – an online news publication focusing on the global emerging hedge fund manager.
We often hear hedge fund managers say that marketing a fund all boils down to “pedigree, process and performance.” It’s important to note that many of these managers are marketing their funds primarily to high-net-worth investors. We believe that these managers are inadvertently defaulting to an institutional approach—one that will not serve them particularly well in the HNW marketplace.read more
This article recently appeared in Opalesque New Managers (Issue 58, February 2017) – an online news publication focusing on the global emerging hedge fund manager.
Wouldn’t you be dubious?
When somebody tells you that they have a unique, innovative business model, doesn’t your skepticism kick in and prod you to think, “I’ll decide for myself just how unique and innovative it is after I see what it’s all about”?
This article recently appeared in Opalesque New Managers (Issue 56, November 2016) – an online news publication focusing on the global emerging hedge fund manager.
In working with emerging hedge fund managers, our firm gets to look at a lot of pitch books every year—the good, the bad and the ugly. And more often than not, the pitch books we see suffer from a shortcoming that’s right out of Marketing 101.read more
If you manage a hedge fund or private equity fund, or some other type of boutique investment offering, you may have decided not to put too much time, effort or money into creating your pitch book. If so, that’s probably because you have some of the following thoughts in common with many of your peers…read more
In our previous article, we introduced an approach aimed at getting retirees and pre-retirees to overcome inertia and take a key step towards achieving financial security in retirement. In this article, we turn our focus onto younger individuals and families who should start pursuing long-term financial growth and security, but seem overwhelmed and unable to move forward.read more
In this sequel, we’ll discuss how a new type of retirement income calculator can help consumers quickly visualize the impact of a particular-size income annuity on their retirement finances and move to a decisive action-step.read more
Resistance to Income Annuities It is true that the sales of income annuities are growing. But given the formidable retirement income needs of our aging population, many people in the financial services industry believe that these cost-effective, dependable products...read more
Working with insurance companies is a key component of our business model, so we like to keep our eye on industry trends. And the current trends we’ve all been reading and hearing about seem quite positive for consumers. This is particularly true for consumers in the middle-income tiers, a somewhat untapped and underserved market.read more
You’ve probably been hearing the buzz words “content marketing” a lot lately. And there are good reasons why. Every day, more and more financial services firms are using content marketing to engage potential clients and build brand trust. What it’s all about The...read more