September 17, 2015

How to develop and deliver compelling messages to strengthen distribution

Two fund managers helped me lead a session at the recent Cohen client conference.
"What's happening in China?"
"Will Apple stock take off again?"
"What do you think the Fed will do with interest rates?"
The managers thoughtfully answered the questions. They sounded smart and appeared confident in their answers.
But their answers didn't tell me or the audience anything about their strategies or how they were making money now. How can their answers position them as more than a talking head?

We worked to show the portfolio managers and the audience another way to conduct media interviews and client meetings that will also help keep them on message and communicate their value to audiences.
Justin Frankel, portfolio manager with RiverPark Funds, was one of the experts. "I really enjoyed our session and learned a lot of simple and effective techniques."

"The audience was easily able to pick up on the 'misses' in their original answers," said one audience member. "I thought the experts were especially good at taking your insights and revising their answers on the fly.

She continued, "My biggest take-away from the session was the discussion regarding how you take a seemingly un-related topic such as Apple and manage to gently weave in your own message such as your investment philosophy or mentioning your fund name."
We focused on interview and meeting delivery and control strategies, learning the do’s, don’ts and tips to enhance your presence through real video clips and stories. Topics included how to become a more effective spokesperson, how to take control of interviews and meetings while building relationships with key influencers, and how to differentiate a fund using a “message map” to stay organized and focused.
The Cohen client conference focused on a wide range of topics including distribution, accounting, tax, compliance and legal issues, pertinent to the mutual fund industry as well as operational concerns for businesses.

Thank you, Cohen, for giving me the opportunity.

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