Shifting Financial Marketing into Gear
The Formula to Successful Fund Pitchbooks
The fund pitchbook presentation is a critical tool in the marketing efforts of fund managers and CTAs to raise assets. Pitchbooks are designed to arouse curiosity for prospects without overloading them with too much information. Pitchbooks, and indeed all marketing materials, must be meticulously designed and executed to convey a firm’s professionalism.
Here is the general formula we’ve found for a successful fund pitchbook:
The Right Amount of Content
A fund pitchbook is not intended to spill a fund program’s “secret sauce” but is a pivotal selling tool designed to ignite more meaningful next-step conversations between a would-be client and the fund manager. It is an outline of a strategy that highlights a fund’s key differentiation and tells their story, including components of the strategy, characteristics of how opportunities are discovered, and information on management. Pitchbooks are in a format that is presented at a certain speed and pace, so each slide needs to hold the right amount of content intended to impact the intended audience for that initial brief time that slide is shown during the presentation pitch.
The Right Message
Marshall McLuhan once famously touted that “the medium is the message”, meaning that the form of a message (print, visual, sound, etc.) determines the ways in which that message will be perceived. This holds true for fund pitchbooks as well. Pitchbooks must effectively communicate the right strategy and brand messages in a format that is presented at a certain speed and pace, so each slide of a pitchbook needs to hold the correct key messages to maximize the impression on the intended audience.
The pitchbook should be concise, clear and informative. Silly mistakes like poor grammar, typos, mixed tenses, or outdated information will be off-putting to discerning investors, so a surgical level of care is needed in crafting the right messaging.
The Right Order
Every chronological story has a narrative flow and every pitchbook needs its own ordered flow to properly tell a fund’s story in a way that makes the most sense to the audience. This means having a logical narration and order to introduce the elements that make a fund unique. Depending on the manager’s key strategy and differentiation, this narrative flow is slightly different to support each fund’s unique goals. When Gate 39 Media collaborates with funds to develop their individual pitchbooks, story order is an important part of the initial conversation.
The Right Supporting Visuals
A successful pitchbook will have the correct balance of textual information and supporting visual elements. Visual learners make up 65 percent of the population. Many people have a hard time retaining text, spoken word, and even personal experiences to learn new things. Visual learners need to see what they are learning and might have difficulty processing the information otherwise. Uninteresting graphics and other defects in a pitchbook are often enough to alienate potential clients, so having clear supporting visual elements is critical. Supporting visuals can include line graphs, icons, pie charts, and process flows, directional cues, photos, and even how a page is divided up visually can help make understanding a fund’s value easier, can underscore what makes a fund unique, a process transparent, and the expertise trustworthy.
The Right Design Elements
While investors make financial choices with their brains, most decisions start with the eyes. The optical nuances of how information is presented is what really helps steer decisions, which is why the thoughtful use of design elements in a fund pitchbook is so important.
And the polish and presentation of the pitchbook is purpose-made to instill investor confidence in the strategy as well as reflect a fund manager’s competence. Thoughtful designers will give special consideration to the fonts and treatment of numbers used in key metric charts and performance graphs used in pitchbooks.
Details matter – from selection of fonts, font faces, sizes and colors, to spatial relationships and hierarchy of the information, all eyes are on these elements, so it’s necessary to sweat the details when compiling a successful fund pitchbook. Gate 39 Media’s design team have built a reputation for elevating custom pitchbook designs that get noticed.
The Right Document Format
Typically structured as PowerPoint presentations that are branded to complement fund websites, professional fund pitchbooks should be delivered as editable document files. From updating monthly performance numbers, adding new content to showcase new team members, adding additional slides, or reorganizing the slide deck based on the next audience pitch – the pitchbook is a true living document that is valuable as exclusive information and it should be digitally handled with care. Additionally, the format should allow for physical printable versions if necessary, as well as the creation of PDF versions that can be sent to potential investors.
The Right Time to Get Started
Great pitchbooks take time to construct, and they should be meticulously crafted since they are the key marketing tools for raising AUM. No small feat. When working with Gate 39 Media, fund managers should allot 4-6 weeks for the thoughtful development of their customized professional pitchbook. After all, good things take time and the quality of the Gate 39 Media pitchbooks reflect this.
Don’t wait until a week before that next conference or meeting, start planning your pitchbook well in advance for a professional presentation with long-lasting impact:
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