Hedge Fund Blogs From HedgeCo.Net


Category Archives: advertising

Brand Over Performance

  Hedge funds and PE funds need to position their brand in front of their performance…   Hear me out.   This is what the landscape looks like today:   Service Providers         Brand         Pedigree         Performance Less important ————————————— Really Important   This is what I think it should look like:   Service […]

Change How You Communicate… Connect With More LPs

The manner in which people want to receive information is evolving and the form information takes is changing. Being direct, you will have a much better chance of engaging new LPs if you acknowledge this reality. And recognize I am not implying that LPs need less information. I am simply saying that you need to alter the tactics and mediums […]

Golf: The Ultimate Hedge Fund Marketing Tool…But for a Totally Different Reason Than You May Think

My partner, Kyle Dunn, nearly convinced Sam Elliott’s agent to have Sam do the voice-over for a hedge fund video we produced. His resonant and recognizable voice was ideal to convey the message of an off-Wall Street, thoughtful and independent-minded manager.   Of course, we could have just written a marketing deck that says, “…we are an off-Wall Street, thoughtful […]

Hedge Funds & PE Funds: Create Some Tension

    There is a huge swath of people within the alternative investment community that will look at the design of the page above and have an aneurysm.  And it is for that very reason that most of the marketing within our industry is lackluster at best.   This is how the conversation between a manager and a creative director […]

It’s All in the Genes

LOOKING AT PEDIGREE IN A WHOLE NEW WAY Whether you have stunning good looks or a face best suited for radio was all determined long before you were born – by the genes each of your parents contributed (so go ahead and blame them for that movie career which never took off.)  The same genetic material – DNA – is […]

It’s Okay To Offend Some People

Casey Neistat has been going rogue for over a decade. Unhappy about the battery life of his iPod, he went around stenciling: iPod’s unreplaceable battery lasts only 18 months” on iPod ads. Apple began offering a battery-replacement program soon thereafter. It didn’t stop there. After getting a ticket for riding outside a bike lane, he filmed himself trying to stay […]

Is It “Yet” Yet?

Imagine that someone offered to arrange a ride for you in an unmarked, nondescript car, driven by a person you didn’t know who drove you to a pre-arranged destination where you got out and didn’t hand the driver any money.  Sounds a little nefarious; something you would dismiss out of hand.  But Uber has defined the ride-sharing industry, and it […]

Why People Aren’t Interested In Hearing What You Have To Say

Of course, this doesn’t apply to you.  When people encounter your marketing materials they are obviously going to stop everything they are doing and diligently digest the eloquent language that fills the pages of your brochure or marketing deck.   Yeah… that doesn’t happen.   People are in a hurry. They have things to do.  They don’t want to have […]

You are Taking Way Too Much Risk by Trying to Play it Safe…Here’s Why

We refer to marketing risk in the same way that asset managers refer to investment risk.  Conceptually speaking, there’s really no difference. Risk is risk. And irrespective of what you are investing in, if you want an increased return, you will likely require an increased amount of risk. In the investment world, there are plenty of strategies that generate huge […]

The Best Sales Training Story… Ever

Have you watched The Wolf of Wall Street? There’s a scene in the movie where someone is asked to sell a pen. On YouTube: “Wolf of Wall Street Pen Scene”. My story also involves a pen. This happened long before the movie came out. I was a young punk who thought he knew more than he did.  (Some would argue […]