There is little to differentiate between the multitude of funds available to investors. To try and get their funds to stand out from the crowd, asset managers will talk about all the things that go into their investment strategy to deliver better potential returns for investors.
Talk about what is excluded rather than included.
When launching Carmignac’s European Leaders fund in the UK, we opted not to talk about what went in the fund but instead focused on what was excluded. We promoted the stringent selection criteria which meant that over 97% of European Equities weren’t good enough to be included in the fund.
Grabbed the attention of UK investors and increased traffic to the Carmignac European Leaders fund webpage.