Words That Sell Paicr9.08

Words that Sell PAICR 10 th Annual Conference New York, New York Debra A. Mackey September 19, 2008

What do you want to achieve? ,[object Object],[object Object],[object Object],If you can’t answer all of these, STOP! The project won’t be effective without them.

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Offshore funds Public Pension Funds Consultants Taft-Hartley Corporate 401(k) plans Family Trusts What do they want ? What do they need ? What problems do they face? How can you help ?

Know thy audience ,[object Object],[object Object],[object Object],[object Object]

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Effective marketing writing gets below the surface You Your needs Your concerns Your wants Your participants Your funds Our funds Performance Our process Our firm We I

Compare and Contrast ,[object Object],[object Object],[object Object],[object Object]

WeWe? Non, non! ,[object Object],[object Object],[object Object],[object Object]

Rational Market Theory? Think Again! ,[object Object],This is really why they hire us: Feelings motivate clients to act Reason Feelings Values Reason Feelings Values

Features vs. Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],We offer: They get:

Lose more weight; keep it super -simple ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Would you trust your fund to this manager? We operate in the emerging market space.

That’s nice. You must be good at what you do. I was awarded eight Gold Medals in the 2008 Summer Olympic Games!

Hey! I just took seven Gold Medals, and I’m about to win my eighth! Yea, baby! Whatever team you’re on, sign me up!

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Positive sells ,[object Object],[object Object],[object Object]

No matter what your style is … Conservative? Opportunistic? Edgy risk-taker? Contrarian? Quant guru?

… stand out by being authentic ,[object Object],[object Object],[object Object]

Hot Tip No. 9 Always include a Call to Action

An effective Call to Action is: ,[object Object],[object Object],[object Object]

Open E Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Words That Sell Paicr9.08

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