Beyond Performance: Two Other High Impact Pages in Your Marketing Deck

Your marketing deck tells the story behind the numbers, but there are two pages that deliver a bigger impact than what your performance page does.  

Behind the tall and thick walls of institutions, are people. Your stories on the following two pages create narratives that help you stand out from your peers: 

1. Your Value Proposition 

It’s a crowded marketplace with 25,000 other peers. Most Managers do well in demonstrating what they do, but few effectively articulate why LPs should choose them against other similar-looking Managers. 

A well-crafted Value Proposition differentiates yourself from competitors and convinces investors that you're worthy of sparring with their investment committee. It’s all about emphasizing what makes you better than other Managers with a similar asset class focus and/or strategy. 

Beyond superior risk-adjusted returns or risk mitigation processes, what really sets you apart from others who look and sound the same? This requires a deep understanding of the combination of your own strengths, expertise, and competitive advantages. 

A strong Value Proposition takes up the opening 1-3 slides of your marketing deck, but doesn’t just stop there... it should permeate the rest of the pages. Quotes, case studies, and awards help: they “show, not tell”. 

Keep it simple and relatable. Your audience is a sophisticated bunch, but hit them with jargon and they won’t make it past Page 3 of your deck. Your Value Proposition should be easily understood so that prospective investors are compelled to go through Pages 4, 5, 6, 7... and on. 

Show prospective investors “why me”, and why your process is repeatable and scalable. 

2. Your Team 

It’s a numbers business; a strong track record always takes center stage. But it’s a people business too.  

Showcasing the strength behind the curtain displays your values: guiding principles that underpin the Manager’s decision-making process.  

A list of headshots and bios won’t cut it... you need a strong narrative about collective strengths + values which: 

• Reminds prospective investors that success isn’t linked to tides that raise all boats, but rather, a cohesive team’s knowledge and experience that drives those strong numbers. 

• Increases tolerance for turbulent market conditions, for the same reason that the team can weather a hurricane. 

• Future-proofs any concerns about your fund’s longevity beyond the Sr. Portfolio Manager. 

Sharpen your most important weapon before investors say: “send me your marketing deck...”