Hedgeweek brings us a simple, five-point preflight checklist for creating pitch books that effective hedge fund portfolio managers never miss.
We’re of course a fan of #4 — Look the Part. Meaning, bring a killer pitchbook to your meetings.
There are five ways to improve the impact of your hedge fund pitch book with institutional allocators, according to JD David, partner and chief operating officer at Meyler Capital.
David says: “We produce a fair amount of marketing collateral… and in the process have exposure to a lot of manager material. While one can argue whether or not a ‘right’ or ‘wrong’ approach exists to building a marketing deck, there is a compelling case to be made that there is definitely a ‘better’ and ‘worse’.” In conversations with allocators, the deck’s primary purpose is to address some very straight forward questions. “Unfortunately, many managers we interact with end up treating the deck like a DDQ and pack it full of information. As if somehow, adding more words makes it more ‘institutional.’”
Here’s a quick breakdown of the main points from this excellent article:
1. Eliminate the extraneous – The marketing deck is just one step in a long communication process. From a marketing perspective, the deck isn’t designed to “sell” your fund, it’s designed to help advance the dialogue.
2. Speak English – Industry vernacular can be necessary in order to effectively communicate certain points of your message, but syllable counts shouldn’t get confused with sophistication.
3. Make a statement – This is actually the easiest hack of all, but sadly, the hardest to convince people to incorporate into a deck.
4. Look the part – From oil well firefighter, Red Adair: ‘If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur’.
5. Practice – There is not a professional presenter in the world that gets up in front of an audience without a boatload of practice.
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