How to Effectively Market A Complex Financial Concept: Engagement to Diligence (Part 3 – Get Buy-In)
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 3 - GET BUY-IN
Anyone doing real diligence is at the stage where they want to invest. It’s a painful process. Nobody is going to do it unnecessarily. At this stage, you are simply trying to eliminate the reasons why someone should NOT invest.
It is here that professionalism really matters. Up until this point, you can get away with less-than-stellar material. You are now facing the real competition, the people that have performance equal or better than yours.
If your numbers are no longer the differentiating factor, what is?
All the subtleties are in play now. Is your website tired, is your deck aesthetically pleasing, do you have a well produce video, etc. At the end of the day, the individual or committee making the go, no go decision is going to gravitate toward the firm that appears the most professional. It’s human nature. There is less personal risk in doing so.
Surprisingly, it is here you are presented with one of the largest marketing opportunities of the entire process.
The diligence process of complex financial products is horrific. It is a rabbit’s warren of data rooms and random documents. Why?
Envision for a moment an LP entering a password and encountering a web portal that looks as good as the most sophisticated front end websites, with a video of the CIO thanking the new entrant for conducting diligence.
The point: build a diligence platform that is impressive and make the diligence process as painless as possible. If you want buy-in, that’s how you get it.
A QUICK RE-CAP OF HOW YOU MARKET A COMPLEX FINANCIAL CONCEPT.
1.) Acknowledge that the system is broken.
2.) Recognize that people genuinely are interested, but lack the time to prioritize what you are doing.
3.) Communicate credible and relevant content to your identified audience until someone takes notice.
4.) Think mobile.
5.) Build tools that people can absorb standing in line at Starbucks.
6.) Focus on nothing but you authentic value proposition and make it short and digestible.
7.) Layer information across a variety of different tools and not just your marketing deck.
8.) Use the diligence process to separate yourself from the crowd.
Have I jumped over the fine details? Obviously. At this stage I am simply trying to re-calibrate how you approach the process.
I think the biggest thing is to stop thinking that people should care about you based on the legitimacy of what you do. If you overcome that obstacle, it all makes sense.
By Kyle Dunn