Professional Documents
Culture Documents
1. We capitalize on market inflection points in which we can successfully execute our strategy.
The most generalized statement with virtually all of its meaning stripped away by vagueness. What
investment manager cant say they do this?
PANEGYRIC MARKETING| MAY 2016
DIANE HARRISON
10 PHRASES TO JETTISON FROM EVERY MARKETING PITCH
6. The equity markets wide dispersion in returns suggests a key opportunity for stock picking.
Eureka! The equity markets include companies that range from poor returns to great returns? This
seems self-evident, not a selection criteria for a hedge fund manager who trades in equities.
9. We analyze a companys business and determine key pressure points which could materially change the
companys prospects, and monitor such issues.
This concept is fine as a lead-in to what constitutes a pressure point, but the focus never develops.
Various strategies will determine differing pressure points, and more importantly, react to them in
specific ways. Where managers often go wrong with this point is that they leave the details unsaid, or
PANEGYRIC MARKETING| MAY 2016
DIANE HARRISON
10 PHRASES TO JETTISON FROM EVERY MARKETING PITCH
undefined in their pitch presentations, believing that investors will accept the statement at face value
and somehow intuit their particular expertise.
10. Our exit strategy for positions centers on key thesis points for what makes a position investable ceasing
to exist.
Regrettably, this answer is often given in various iterations to the question, How do you determine an
exit strategy? While the statement is likely true (albeit awkwardly worded), saying that a position which
was investable has now become un-investable is at best the tail wagging the dog. A clear, concise trade
entry, hold, and exit example would be much more illustrative in expanding on a managers approach to
the markets.
If you are a manager, perhaps you are grimacing slightly, recognizing one or more of these offenders in your
own marketing spiel. Hopefully they will inspire you to inject some color, specificity, and distinct articulation
of your strategy in the next conversation or pitch presentation you make. It takes more work to be precise
and compelling, but to reiterate the sage words of General Patten: If everyone is thinking alike, then