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New Managers March 2013

The Marketing Challenge - An alternative theory of natural selection

Chris Nutt

This article was authored by Chris Nutt, founder and owner of London-based Investor Communications, a creative agency that specialises in writing and designing marketing materials for hedge funds and wealth managers, and using them to build strong brands. Chris worked in financial publishing as a writing and editor, and as a marketing communications specialist in investment banking and private wealth management.

Sometimes it can be difficult to express your thoughts clearly in writing, particularly if you are pressed for time. Yet precise written communications are essential for all new and emerging hedge fund managers seeking to build a professional reputation and raise capital.

When your presentations, factsheets, investment updates and research notes are easy to understand you can really start to differentiate your investment expertise in today's crowded market. Here are seven ways to help you present your fund clearly and precisely through your marketing materials.

(1) Describe your fund in straightforward ways If a potential investor does not understand your investment strategy and process they are not going to buy it. Even very complex "black box" style hedge fund strategies can be explained simply and directly. Set out what you are doing through your marketing materials in a straightforward way. Communicate without jargon and explain the key areas in layman terms to broaden your appeal to a wide range of investors.

(2) Start your pitchbook presentation with a strong executive summary......................

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This article was published in Opalesque's New Managers a top-down monthly analysis, news and research publication on the global emerging manager space.
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