Marketing Alternatives? Shift your language…
Do any of these terms sound familiar?
We have deep operational experience.
We mitigate risk.
Our ability to source deals is unique.
We trade without emotion.
I could go on.
All of the above phrases are heavily relied upon and legitimate. The problem: there is very little marketing value in any of them.
Marketing is the process of communicating the value of a product for the purpose of selling it. If the language you are using is not doing an adequate job of communicating value, your marketing is no longer effective.
Case in point, when you tell an institutional investor that you have deep operational experience, do you think you are saying anything that he or she hasn’t heard a 100 times before? The law of diminishing returns applies to language such as anything else. Every time a prospective customer (investor) hears a narrative, the marketing value attached to that very narrative declines. So, what is the value of telling an investor that you mitigate risk, as close to 0 as it gets?
For example, the term “mobile” used to be a very powerful way to describe an attribute of a phone. Today, is anyone impressed with the fact that phones are “mobile”? No. But is it still one the primary attributes that make the product attractive? Yes.
Such as anything, marketing rhetoric evolves, just as products do. The alternative investment products available today are enormously complex. They are fast-moving, modern, and dynamic. Shouldn’t the language we use to describe the attributes of these funds evolve as well?
A “smart” phone didn’t exist until someone shifted the language.
By Kyle Dunn