In Other WordsApr25

The following post is courtesy of Diane Harrison who is principal and owner of Panegyric Marketing, a strategic marketing communications firm founded in 2002 specializing in alternative assets.

One of the most common issues I see when working with investment groups looking to enhance their marketing outreach impact is a lack of relatable content that can assist with their efforts. All too often the primary focus is on communicating the strategy and investment mechanics of a particular approach: the sector data, the research and investment process, the risk management, and the team that delivers on the performance. 

While all of these are critical and all deserve proper attention, the area I’ve found that’s most lightly treated is in bringing an investment picture to life for the end user, the investor. When a manager can illustrate the key attributes of their business with examples, situations, and case studies that showcase their ability, the investor is able to understand the nuances of what makes this approach different, unique, or better suited to their own set of circumstances.  In other words, paint the picture you want them to see of your ability and create a memory that brings a higher level of understanding to them about you.

NOT EVERYONE HEARS INFORMATION THE SAME WAY

It never fails to surprise me when a group of three or more people have spent some time engaging in a conversation or presentation and then are each asked to summarize the salient points. Typically there will be one or two concepts that everyone agrees are key, but the individual lists of what each person takes away from the exchange often varies widely. The reality is that different people intake information differently, based on separate experiences, their current mindset, their own priorities, etc. 

If an investment manager wants to leave a potential group of prospects with a certain impression based on what the manager deems to be most important to understand about their business, then one of the best ways to ensure this happens is to present the material in various ways, each reinforcing the key concept,  but through individual channels. 

A ROADMAP TO TELLING A GOOD STORY

Just last month, Kristen McCormick updated her article on how to write a case study on wordstream.com. She provides a great summary outline of the elements that go into building a successful study:

1. Clear headline: Like a newspaper headline, it should give the most important information. A subtitle with supporting details or a customer quote is optional.

1. Snapshot: Identify the highlights up front, including the client’s name/industry, the product/service used, and quick result stats.

1. Client introduction: One or two sentences describing the customer and a highlight about them.

1. Problem: State the problem/goal, consequences, and any hesitations the customer had. Include quotes.

1. Solution: Share how they found you, why they chose you, what solution they chose, and how it was implemented. Include quotes.

1. Results: Describe the results and the benefits, as well as any bonus benefits that came of it. Include quotes.

1. Conclusion: Share additional praise from the customer and words of advice they have for other people/businesses like them

As investment case studies are not product-driven, but solution-oriented, some of the instruction above can be omitted, such as the use of testimonial quotes and any client information that would jeopardize their anonymity in the process. But the thread of clarifying what the issue to be addressed is, why it matters to a client, and how the investment manager can focus on the needs is the right flow that, done as briefly as can be constructed, leaves a strong impression on a client. The takeaway is now centered on their needs/wants and why you can be a solution provider to them.

If the marketing approach for any investment manager could begin with laying out 3-5 of these types of case studies that support the rest of the investment manager’s necessary details, the business could employ such tactics on their website, in their marketing collateral materials, as part of spoken presentations at conferences and other events, webcasts, and conference calls. Try it and see for yourself.