White paper tactic: Advise prospects on how to choose a product or service
Educating your prospects can turn them into clients. This is especially true when you use white papers to “set the specifications” for hiring. White papers often feature a “how to choose a ____” section that advises readers a service or product offered by the company sponsoring the white paper. “If your marketing campaign teaches prospects […]
Pat Allen, a great resource for tracking asset managers’ social media
Pat Allen of Rock the Boat Marketing works for me. Well, not literally. No money changes hands. But Pat’s tracking and analysis of investment management companies spares me from the need to perform these tasks myself. Three things stand out for me about Pat’s online presence: News coverage Analysis Twitter lists 1. News coverage As […]
Reader challenge: Propose a new title for this commentary
Titles count. Especially in these days of search engine optimization, better known as SEO. But even without SEO, the quality of your blog post or article title can make a difference in your readership. Today’s Reader Challenge is coming up with a better title for a piece of published investment commentary: “The ‘Great Recalibration.’ ” […]
POLL: Which mind mapping solution works best for you?
Mind mapping is a powerful tool for brainstorming, analysis, and presentations. I know a handful of advisors and investment professionals who feel passionately about the value of mind mapping. I do, too. You can create mind maps with paper and pencil or on the computer. I prefer the old-fashioned way, so I asked some of […]
Usage tips for portfolio performance commentary writers
It’s almost time for quarter-end investment performance reporting. I have some tips for you. 1. Use the past tense. Why? Because portfolio performance commentary discusses historical performance. 2. Describe benchmarks’ key characteristics, when appropriate. The general public doesn’t know the difference between the S&P 500 and the S&P 400. They may think one is a […]