What’s Your One-Liner?

What’s your one-liner — or, as I like to call it, your ‘expertise tagline’?

A one-liner wields an extraordinary power to focus.

It’s an impressively concise introduction to your (private fund management) business in a single sentence or phrase that clearly explains what you do and why you’re unique.

Your one-liner should be on your website’s home page and the cover of your pitch deck. It should underpin all of your investor communications.

𝗪𝗵𝘆 𝗲𝘃𝗲𝗿𝘆 𝗳𝘂𝗻𝗱 𝗺𝗮𝗻𝗮𝗴𝗲𝗿 𝗻𝗲𝗲𝗱𝘀 𝗮 𝗼𝗻𝗲-𝗹𝗶𝗻𝗲𝗿:

📌 Investors need to readily identify who you are according to your expertise and your strategy focus.

📌 When you have a powerful one-liner, it helps you stand out from your peers.

📌 It helps investors remember you (“they’re the guys that do X”).

Remember, investors get dozens or hundreds of investment pitches in a given week or month.

🎯 If they can’t quickly understand who you are and why you’re unique, they’ll gravitate to the fund managers who make those points clear.

𝗧𝗮𝗸𝗲 𝗮 𝗹𝗼𝗼𝗸 𝗮𝘁 𝘁𝗵𝗲 𝗼𝗻𝗲-𝗹𝗶𝗻𝗲𝗿𝘀 𝗼𝗳 𝘀𝗼𝗺𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗹𝗮𝗿𝗴𝗲𝘀𝘁 𝗮𝗻𝗱 𝗺𝗼𝘀𝘁 𝘀𝘂𝗰𝗰𝗲𝘀𝘀𝗳𝘂𝗹 𝗵𝗲𝗱𝗴𝗲 𝗳𝘂𝗻𝗱𝘀:

👉 AQR: Investment innovation at the intersection of technology, data and behavioral finance. It’s in our DNA.

👉 Millennium: An evolved system for alternative investing

👉 Bridgewater: A premier asset management firm, focused on delivering unique insight and partnership for the most sophisticated global institutional investors.

👉 Balyasny Asset Management: Innovative Approach, Consistent Results

👉 Coatue Asset Management: Turning big ideas into world-shaping companies.

👉 Two Sigma: This is Financial Sciences

👉 Renaissance Technologies: An investment management firm that employs mathematical and statistical methods in the design and execution of its investment programs.

𝗛𝗼𝘄 𝘁𝗼 𝗰𝗿𝗮𝗳𝘁 𝘆𝗼𝘂𝗿 𝗼𝗻𝗲-𝗹𝗶𝗻𝗲𝗿

The formula, for most (non-fund-related) businesses, is to incorporate a) the problem you address, b) the solution you offer, and c) the result your solution delivers.

But that doesn’t work well for fund managers for various reasons. Most of all, because promissory statements are a no-no, per the SEC.

𝗦𝗼 𝗳𝗼𝗿 𝗳𝘂𝗻𝗱 𝗺𝗮𝗻𝗮𝗴𝗲𝗿𝘀, 𝗮 𝗼𝗻𝗲-𝗹𝗶𝗻𝗲𝗿 𝘀𝗵𝗼𝘂𝗹𝗱 𝗶𝗻𝗰𝗼𝗿𝗽𝗼𝗿𝗮𝘁𝗲:

✅ Your strategy area focus

✅ What makes you unique

✅ And/or how you do it

It takes a lot of work (and many iterations) to pack all of this into one sentence. But this exercise will help you crystalize your entire operation.

Most importantly, it helps investors connect with your focus.

So what’s your one-liner or expertise tagline?

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