Rage against the status quo
If your fund is different, let’s do something different to market it.
Three things you can do
1. Stop using prospectus language as marketing language
First, culture of compliance. Second, regulatory docs are not marketing docs. Your investment objective is not your tagline nor your brandstory. There is more to you than “Seeks to provide long-term capital appreciation.”
2. Design a different fact sheet
New/young funds don’t have a lot of data. Why use fact sheet templates where data, charts, graphs are the stars. New/young funds do have a lot of words: story, team, pedigree, the problem you solve, reasons to invest. Brandstory, Backstory. Design materials that add to your marketing message not detract from it.
3. Share a case study
Tell how another investor uses your strategy. “One of our clients is an $XB RIA who was looking for a way to (a, b, c.) They selected us because of (x, y, z.) Our strategy brings (this and that) to their line-up.”
Now, go and do! Remember just because the crowd is doing one thing doesn’t mean it’s the one thing for you. Status quo = popular, not right.
“The present curriculum, I put my fist in ‘em…”
