How to Effectively Market A Complex Financial Concept: Engagement to Diligence (Part 2 – Intrigue)
Adhering to our own general rule, you need to make the complex, un-complex.
You need to do three things:
1.) Engage your audience.
2.) Create intrigue
3.) Get buy-in
Part 2 – CREATE INTRIGUE
Ok, you have someone’s attention… what now?
This industry is famous for drowning people with data at the fist sign of interest. Don’t, they won’t remember a single thing. You need someone to be able to walk out of a room and clearly articulate why you matter.
To achieve this, you need to perfect this sentence, “You allocate capital to us for these three reasons: reason 1, reason 2, and reason 3.” And reasons 1, 2 and 3, have to be damn good. They also have to be very short.
People like to be able to compartmentalize their thoughts.
“I like this for these reasons.”
If you flood someone with too much information, that person can’t grab hold of anything. They don’t know how to think about you, which translates to a lack of interest. You need to very clearly tell them why they should be interested in you.
Second, don’t discount the value of dialogue. It is part of the process and should be treated as such. You don’t need to say everything at once. Set the hook, let them digest, repeat.
Third, you need to build tools that expertly layer your story. This takes the form of a video, a solid executive summary, a well designed website, a digital deck (example), a traditional deck.
The key to building intrigue is to understand that your marketing deck is one tool of many, and that they all serve a purpose.
People no longer take a comprehensive look at anything in one sitting. They take a spin on your website, look at 4 pages of your deck, watch half a video, check out your executive summary, jump to bio’s on the website, etc. This happens over days, sometimes weeks.
I don’t know anybody that sits down and reads a marketing deck cover to cover.
By Kyle Dunn