The document provides tips and strategies for successfully raising capital. It discusses focusing marketing efforts by selecting a target market niche, constantly improving materials, and posting content across multiple websites to generate online traffic. Direct investments in operating businesses are becoming more popular for family offices, though funds are still widely used due to expertise and deal flow benefits. The document recommends implementing seven proven capital raising strategies like applying copywriting best practices, identifying obstacles, developing an investor profile, and becoming a sought-after authority in your area of focus.

1. CAPITAL RAISING TIPS
& TRICKS – Q & A
Based on some of the main questions we get on raising capital, here
are some tips and tricks to successfully do so.

2. 3 Fundamentals of Capital Raising
1) Meet in person as often as possible. Jeffrey Gitomer lesson – life is
unfair and that is great news to those with friends. It is also said that in 2
years you will be the result of the 5 closest friends and business friends
around you. What 2-3 key investor friends would push both your
personal development and capital raising to the next level?
2) Be persistent, but respectful. Most marketers and capital raisers give
up after 2-4 attempts at reaching or selling an investor. Most investments
are made after at least 9-12 follow up attempts. Robert Cialdini’s work on
influence and persuasion shows that after 5-7 attempts you become
“familiar” and more influential. It is interesting that psychology shows
we can only hold 5-9 pieces of information at a time. It could be that,
simply due to mental capacity, we have to form an overall opinion after
the first 5-9 touches because we can’t store every individual time that we
have engaged with that person.
3) Constantly improve. Constantly push to the next level of evolution
within your marketing materials, marketing knowledge, CRM system,
your authority status, and connections.

3. “How do we get started?”
Select Your Target Market, Your Niche, Your Sandbox
There are many ways to doing this, including differentiation through
Geographic Location, Service, Industry, Asset Level Specialization, etc.
Some examples:

A Germany Family Office in New York, serving only German
families.

The Billionaire Family Office, serving only billionaire families.

Offering a Wine Fund, Commodity/Energy Fund, etc.

4. “How should one choose a focus?”
Think of these three circles:
Natural
Passionate
Profitable
What is in your DNA naturally, what you are passionate about, and what
can be profitable for you, where you can make money?
Once you’ve determined that, you should be able to find an area that fits
where all three intersect. Think of your sandbox in terms of the investors
you target. Who do you want to target that fits where these three circles
meet?

5. “To generate traffic online, is it best to post
to just your own website, or should you post
to others as well?”
Post on them all. If you want to rank for a specific keyword on search
engines, ensure you get in front of them by offering content based on what
you think your target market is looking for.
Anywhere in the world and in any market, your capital raising efforts are
essentially educational marketing. To do that successfully, you need to:
1.) Focus more on asking questions, rather than pitching.
2.) Always identify prospects who are already qualified. This could be
people who got their wealth from your niche, for example.

6. “What is a Family Office?”
Proceed to the next slide to start a brief
introductory video on family offices:

7. “Are family offices staying away from
investing funds and investing in one-off
deals?”
In the past, maybe 20% of FOs were investing in operating business and direct
investments, and ~30% wanted to. Today, ~25% are direct investing in
operating businesses, but 60% want to. Most of the capital is where is used to
be, but the desire has changed. This is mostly due to family offices not being
connected to deal flow. There is a large due diligence process and there’s a lot
that goes into making this a challenge. It might take them 3-5 years to make
their first acquisition.
Traditionally, ~15-17% of a family office’s portfolio might be allocated to PE and
HF, and 15-30% (depending on the family) to RE, some money in public
markets in long only funds, ETFs, mutual funds, bonds, and some other
RE/AI. With the trend swinging more toward direct investments, all that
means is that some of that money will be siphoned off to go into direct
investments. This sort of investment is not something taking place as an
instead; family offices are not going to get completely out of HF/PE and only
do direct investing.

8. “Are family offices staying away from
investing funds and investing in one-off
deals?” cont’d:
There’s many areas like commodities, lower middle markets, international
opportunities, etc., that present a lot of value to be had in working with a PE
fund. You can’t be skilled in every niche, so there needs to be some leverage on
other experts. This is why family offices will not be
Don’t be dissuaded or too excited by news or trends.

9. “What next?”
Implement 7 Proven Capital Raising Strategies:
1. Apply Copywriting Best Practices – use language that entices people to act,
and helps to convey your expertise and trust-worthiness.
2. Identify Choke Points – what is holding you up?
3. Develop your Investor Avatar – know who you’re marketing/targeting.
4. Become a Scarce Authority – be educated and sought after as an expert.
5. Capital Raising Automation – get in the mode of automated reach-out.
6. Speed of Implementation – do and act quickly to make changes.
7. Be THE #1 expert in your sandbox – people will come to you for your niche
expertise.

10. Thank You – Questions?
Get in touch. To your success.
Richard C. Wilson
CEO/Founder
Family Offices Group
Richard@FamilyOfficesGroup.com
Team@FamilyOffices.com
Portland, Oregon
1.212.729.5067