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By: Meredith Jones, Alternative Investment Research.

Last month I launched a blog series on capital raising with a diatribe about why money managers actually need a pitch book. I got several emails afterwards asking if I had any advice about what should go in an effective pitch book. Do I have any advice? Silly question!

As a result of those inquiries, I came up with my Ten Commandments for Pitch Book Salvation. Follow them or be eternally damned to limited AUM.

FIRST COMMANDMENT – Thou shalt not create a pitch book longer than 25 pages or shorter than 17 pages. If a pitch book is too long, you’ve probably gone too far into details that may not be pertinent during a first meeting. The goal of a good pitch book is to get you to a second date, not to show everything you’ve got on your first meeting. If, on the other hand, your pitch book is too short, you risk leaving out critical information that investors expect to get in a first meeting.

SECOND COMMANDMENT – Thou shalt include your contact information. There are a lot of sinners out there on this one and you know who you are. I’d call you to let you know for sure, but I can’t find your contact information.

THIRD COMMANDMENT – If thou can say the same thing about other funds, it doesn’t belong in your first five slides. Your first five slides are about you. What makes you unique? What makes this the right opportunity and the right team? When you include phrases like "Our goal is to generate superior risk-......................

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