With over 25,000 open-ended mutual funds available for sale in the United States, it is more difficult than ever to stand out from the crowd. While some of the giant money managers can afford to build brand-name recognition via big advertising and sponsorship campaigns or armies of salespeople, many cannot. However, there is one area where the playing field is evened out and a small boutique shop can outmaneuver a large manager. That area is the communication of performance history.

Sharing your performance with a client or prospect is not about cranking out a fact sheet or a PowerPoint presentation full of numbers. It's about telling your story as a money manager and what makes you unique. With that in mind, there are certain rules of thumb to make this process effective.

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