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Some of the most talented hedge fund managers—those who
can zero in on the allocation mix that consistently beats the market—don’t
necessarily make the best marketers.
They know their product, certainly, but they often don’t
know their investor. They know the markets, but they don’t
know their market niche. They may have a list of potential investors
hand-picked for receptivity, but those investors are likely to
be targeted by 9,999 other hedge funds.
How do we help our clients stand out? First, we determine what “bucket” they’re
really in. Then we scrutinize their product to find out what makes
it unique in or complementary to potential investors’ portfolios.
Finally, we write or revamp all relevant marketing materials—presentation,
pitch book, one-sheet, cover letter, and website—to communicate