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The One Thing You Haven’t Accounted for Within Your Marketing Process


When people think about marketing, they think about emails, campaigns, websites, marketing decks, advertising, content, social networks, videos, events, and more.  Interestingly, no one includes “conversations” on this list.

Why is that?

Mainly because “talking” doesn’t feel like a “thing.” Because of this, people don’t think of “conversations” as part of a process.  As soon as you do, your perspective changes dramatically.

In building tools, marketers do their best to account for the unifying characteristics, values, and needs of a target audience. Marketers, however, overlook the fact that an audience is nothing more than a grouping of like, but entirely individual, minds, all interpreting information in different ways.  Because of this, no bundle of materials will ever perfectly align with a given audience.

Marketers in the alternative investment sector need to keep this in mind, especially when building marketing decks. It is impossible to tell the perfect story. Something will always be missing.  Best not try – lighten the content, reduce the word count, focus on the big picture, and make time for conversations.

When you account for “conversations,” everything changes. You aren’t panicked to address every angle within your materials. In keeping things at a higher level, your marketing collateral will actually appeal to more people. In reducing word count and creating some space, there is also greater likelihood that people will read what you write.

Yes, dialogue naturally occurs throughout the marketing process, however, there is a big difference if you quantify “talking” in the same way you would quantify a marketing deck, executive summary or video – another arrow in your quiver. In doing so, you will look at things in an entirely refreshed way. The burden of covering every subtlety within your marketing deck, as one example, lifts… because it’s not the right tool for the job.  Accounting for unique peculiarities of an individual is the job of the “talking” tool.

Make sense?


By Kyle Dunn

About Meyler Capital

Meyler was founded on the belief that the capital-raising process is ripe for disruption. Our marketing-centric approach leverages modern marketing strategies, technology and a robust group of industry experts to help you attract more capital. The Meyler team averages 20 years of global capital markets experience across a broad scope of disciplines. With access to a network of thousands of pre-qualified institutional and accredited investors, along with technology and tools like video, Sonar Marketing and robust analytics, we increase our clients’ potential for success in building a meaningful brand and accelerating asset momentum. For more information, please visit www.meylercapital.com and www.meylercreative.com.
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