What are the components of excellent writing

"There are very few excellent offers" The most important components in offers for asset management mandates


Customers who do not understand an offer or who do not see the relationship to the solution to their challenges do not buy. The audits of over 30 different offers from large and small providers as well as various discussions with investors in the last few months have shown (of course subjectively) that offers fall into one of the following three groups:

Professional offers

Only about a quarter of the offers turn out to be professional when evaluated according to the four factors mentioned above. They differ from excellent offers in that they do not yet consistently meet all of the above-mentioned aspects. In particular, there are still too many product and company names mentioned in the text, and not all product features are converted into a presentation of benefits and results that is relevant to the customer. Usually there is no executive summary, which simply needs a multi-page offer with the complexity usual in asset management. Furthermore, the persuasiveness is rather low. Customer testimonials and other "evidence" can make the offer more convincing.




Extended advertising brochures

The majority of the offers are just extended advertising brochures. Visually and in terms of text, these reach a very attractive level, but there are no content-relevant passages for the customer. The typical sales texts from the product brochures are inserted in many places. The company's own company and product names are found much more frequently than the address of the customer, who appears very seldom and is not addressed directly. Instead, meaningless advertising bubbles and buzzwords are strung together (for example, “We are customer-oriented”, “high-performance product”, “state-of-the-art processes”). There is almost no concrete explanation of how exactly the features fit the needs of this customer.




The unique selling points of the provider are also not highlighted enough. An attempt to differentiate is only made on the basis of the basic requirements of the industry, for example "Our team has many years of experience in asset management", "We use a tried and tested investment process" or "We have a sophisticated risk management system". Customers expect all of this anyway. In the end, such generalities mean that the providers cannot be differentiated - and the customer only has the price as a selection criterion.