Why failure is guaranteed if you don't stay on message

You need two variations of your marketing message: one for individuals and high-net-worth families, and another for institutional investors and allocators.

These two segments speak different languages and their concerns are very different.

For example, if you launch into your pitch loaded with industry jargon to a HNW family, they won't understand a thing you're saying, whereas the allocator will.

If you waver too much, you'll inadvertently end up trying to be everything to everybody. That tactic doesn't work.

Learn to speak to your audience and be mindful of the subtle variations that will make you a success speaking to both segments.