Tips, Traps and Trends
e-letter from HS Marketing
Perfect Pitch Revisited
Dear Clients and Friends,
Welcome to the inaugural issue of the HS Marketing e-letter: Tips, Traps and Trends. After 15 years serving the alternative investment community, it seems like a good time to reach out a bit more formally and perhaps more regularly with our clients and industry contacts.
Each e-letter is designed to offer at least one tip, trap and trend specifically related to marketing communication objectives, as in our published articles and presentations over the years. Click here for samples.
Interestingly, “Perfect pitch” while published 5 years ago seems to be dusted off and revisited as the basis for many inquiries and workshops. Perhaps in this turbulent market environment, we should focus on some of those suggestions and pitfalls. Trap #1:Instead of a creating a full storyline contained in a pitch book, some managers fall into a trap resembling a data dump, offering a combination of performance data plus fund terms and conditions as a stand-alone message. Tip #1: Lead with the macro elements of your business, introducing your team, your strategy and your edge as a teaser collateral item. Develop a succinct elevator pitch as the verbal form of delivery. Tip #2: Create an institutional caliber marketing presentation. A manager’s pitch book must provide a clearly distilled description of the strategy and process. Managers may gain traction in their asset raising efforts by presenting the investment and risk management process visually, utilizing a professional look and feel throughout the presentation. Tip #3: Present your performance at a value-added level, communicating the analytical high points and means of differentiation rather than focusing on individual per period raw data.
Trend: Professional investors or asset allocators expect sophisticated communication that includes a compelling storyline. They are increasingly looking for granularity in multiple areas of information well beyond levels expected 1-2 years ago. Our suggestion overall to address this trend is to adopt a more robust approach, offering ongoing transparency on a proactive basis rather than scrambling to answer unanticipated questions. Click here to read more…
Holly Singer, President
HS Marketing, LLC
Princeton Junction, NJ 08550 | tel. 609.275.1303