marketing campaign<\/a>. These \u201choles\u201d and imperfections will be your ammunition for tightening up your marketing language and roll-out strategy.<\/p>\nBy taking a closer look at\u2014and focusing exclusively on\u2014your ETF\u2019s weaknesses, you\u2019ll be able to anticipate prospective investors\u2019 potential objections or skepticism, enabling the production of marketing campaigns and investor education materials that communicate your ETF\u2019s value propositions in a way that is relatable, effective, and impactful to even the most skeptical audiences. If you can overcome the skepticism and resistance of an imaginary investor that \u201chates\u201d your product, then it should be easier still to communicate your fund\u2019s value proposition to more receptive audiences.<\/p>\n
<\/p>\n
The Bottom Line<\/strong><\/p>\n\u201cHating\u201d your own ETF: it may seem like an extreme approach to marketing, and it may be especially unpleasant if you have been intimately involved in the planning process of the ETF in question; but it can be an extremely effective way to probe the weak points of your ETF, especially in terms of messaging and investor education.<\/p>\n","protected":false},"excerpt":{"rendered":"
It\u2019s no secret that an incredible amount of blood, sweat, and tears go into rolling out new ETFs. From research, to back-testing, index selection\/construction, methodology formulations, navigating regulatory frameworks, and much, much more, ETF issuers invest (pun intended) an incredible amount of effort in ensuring their products find success in gathering assets once they\u2019re launched. But bound up in this immense effort comes a certain attachment to the product; it can become incredibly difficult\u2014if not impossible\u2014for issuers to take a step back from an ETF to objectively evaluate its strengths and weaknesses, its idiosyncrasies and drawbacks. See also The Biggest Mistakes to Avoid on Launch Day Mind Your Bias It\u2019s precisely this blindness to your own product\u2019s potential drawbacks in the eyes of investors that can hinder the creation of an effective marketing plan. So, what\u2019s to be done? In order to plan and execute an effective marketing campaign, you need to be cognizant of your product\u2019s imperfections, which means gaining a more objective perspective. Without the aid of a third party that can dispassionately assess your ETF\u2019s flaws, it can be incredibly difficult to view your products \u201cat arm\u2019s length,\u201d but there is an unorthodox solution to this…<\/p>\n","protected":false},"author":4,"featured_media":580,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[11],"tags":[28,44,2,3,4],"class_list":["post-579","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-advertising","tag-etfs","tag-finance","tag-marketing","tag-strategy"],"acf":[],"_links":{"self":[{"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/posts\/579","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/comments?post=579"}],"version-history":[{"count":4,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/posts\/579\/revisions"}],"predecessor-version":[{"id":958,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/posts\/579\/revisions\/958"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/media\/580"}],"wp:attachment":[{"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/media?parent=579"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/categories?post=579"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/tags?post=579"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
![\"\"](\"https:\/\/arrocomm.com\/blog\/wp-content\/uploads\/2019\/07\/charles-Mv9hjnEUHR4-unsplash-300x200.png\")
It\u2019s no secret that an incredible amount of blood, sweat, and tears go into rolling out new ETFs. From research, to back-testing, index selection\/construction, methodology formulations, navigating regulatory frameworks, and much, much more, ETF issuers invest (pun intended) an incredible amount of effort in ensuring their products find success in gathering assets once they\u2019re launched. But bound up in this immense effort comes a certain attachment to the product; it can become incredibly difficult\u2014if not impossible\u2014for issuers to take a step back from an ETF to objectively evaluate its strengths and weaknesses, its idiosyncrasies and drawbacks.<\/p>\n