KoreTalkX #9 with Richard Heft


Richard Heft


EXT Marketing

Richard Heft


Richard Heft is co-founder and president of Ext. Marketing Inc., a full-service marketing firm that helps financial services firms achieve their marketing strategy, communications and regulatory objectives, and serves many of the world's largest tier-one banks and insurers, mutual fund companies, private equity firms, hedge funds and credit unions. Ext. Digital, Ext. Marketing’s digital arm, has been at the forefront of the investor marketing industry since 2016, enabling new digital ways for Reg A+, pre-IPO and publicly listed companies to syndicate their investment stories to multiple channels, generate corporate awareness and attract potential retail investors. Prior to founding Ext. Marketing, Richard owned and ran Integrated Corporate Communications (ICC), which was launched in 2006 to provide top-quality writing, editing, branding, project management, graphic design, web design and print services to the financial services and insurance sectors. ICC's client list included some of the world's largest companies. In 2021, Richard and his co-author, Andrew Broadhead, published The Ascendant Advisor, which provides financial and insurance advisors with marketing and content strategies they can easily use to grow their businesses. Richard is frequently quoted in the Building your Business section of Investment Executive.

Rafael Gonçalves

Marketing and Communications


Rafael Gonçalves

Marketing and Communications

Rafael Goncalves 00:46

Hello, everybody. Good morning. Good afternoon. Good evening, depending on where you’re watching us from. And I’m sorry if you’re from Canada because we have a long weekend in Canada. I’m sorry, Richard just has just reminded, but it’s very nice to be here with you today. My name is Rafael Goncalves. I’m a journalist. I’m the Communications Coordinator for KoreConX. And a lot of material you’ll find on our website and our social media has been prepared by myself and my wonderful team. Today, I’m co-hosting this KoreTalkX with Richard. It’s a pleasure to have you here. Please tell us all about you.


Richard Heft 01:27

Thank you for having me on Rafael. I, you know, obviously I’m thrilled to be here on a Friday afternoon before the long weekend up here in Canada. So I’ve mentally checked out if I’m incapable of speaking particularly. You’ll have to understand that I’m already hearing the drinks being poured at the cottage this weekend. But I’m Richard Heft, president of EXT marketing EXT digital, we’re a company that has been around for, you know, 13 or so years, co-founded by myself and my business partner, Gillian Banister. You know, we’ve been creating content and marketing pieces for institutional investors for decades and thought that there was a good opportunity to move into the digital realm and access more of the retail audience that everybody is looking to access today. Because we know that they are moving markets, they are where capital raisers need to be in front of to raise the type of capital, whether it’s through a reg CF Reg, D, Reg A offering, or even up to, you know, pre IPO and IPO up listings and that type of thing. So we’re here to help and thrilled to be here with you, Rafael. It’s an exciting day, an exciting day. And hopefully we have a good discussion about marketing.


Rafael Goncalves 02:50

Yes, yes. That’s, that’s very, that’s very nice. I love talking about communications and marketing, and about strategies.


Richard Heft 02:58

And you were saying, I just want to point out you were saying this, sorry for cutting you off. But you were saying that this is your first interview in English. So I’m excited to be the guinea pig for for this. This kickoff.


Rafael Goncalves 03:12

Yeah, yeah, I live in Brazil. I am Brazilian and I’ve worked in radio stations. I have worked for TV stations. But I have never hosted actually hosted a show in English. So it’s a nice experience. It’s I just came to realize that it’s my first co-host interview in English. But let’s have fun. I always tell that to people. I also teach. I’m also a professor, and you have butterflies in your stomach. Butterflies never disappear. We just have to learn how to have fun with them. Right? We always get nervous when or do something different. But let’s just have fun with our butterflies. Right?


Richard Heft 03:50

Perfect. Perfect. I love that attitude.


Rafael Goncalves 03:53

Yeah, we got to do it, man, we just got to have fun. So first of all, I would like to start talking about the challenges that we have of creating content in this society, because I mean, we are overwhelmed with data with information with tweets and TikToks and Instagram and blog posts. So how do you think that companies can cope with their business management and still create content to be relevant in the online environment?


Richard Heft 04:29

Look, it’s pretty straightforward, in my mind, at least, that the most important components of good content in this day and age are that the content needs to be educational needs to be informative, engaging, and entertaining. We’re so used to seeing big copy blocks of white papers, and you know, those types of content still have a place in this world. But we know that some people like reading and taking those types of deep dives, and some people prefer watching a 30-second video and just getting the Quick Stats they need to know or the quick facts that they need to know. Some people love infographics with big charts and tables and ways to illustrate, you know, important Copy Components. There are a lot of different places where you could see the content. And it comes in, you know, audiences enjoy different ways to take in that content. And the best way is just to create great copy that’s engaging and entertaining and educational. And when when you can’t do it internally, there are partners that help with your content. Like, a place like fiction or digital, for example. This is we are designed to help companies create more content, better content, more engaging content and the types of content that people are looking at these days.


Rafael Goncalves 06:03

Yes, one thing that we challenge that everybody faces is we have to be people don’t read anymore. People don’t have time people are in a rush. So you have to be short, you have to be informative, you have to be educational, you have to be smart, you have to be engaging. Aren’t we setting too much expectation on our content?


Richard Heft 06:34

I don’t think so. I don’t think you can set unrealistic expectations. When it comes to content, we know that people are going online, they’re going to their favorite social media channels. Whether it be Facebook, LinkedIn, tick tock Reddit, they’re finding good information there, you know, some bad information, some good information and, and they’re really engaged on these platforms. Content, the content, if it’s good, is going to keep them engaged for a long period of time, and it’s going to compel them to act, and there’s, you know, there if you can convey the correct information to the right audience at the right time, you can get that audience to act on the things you’re telling them to do or tell it you know, conveying the information can be really powerful.


Rafael Goncalves 07:26

Yes, I was. I was checking at least here in Brazil. Tik Tok is growing a lot. Yesterday, I was reading an article about a dentist who started creating content for Tik Tok Yeah. Wow, how a dentist, but I wouldn’t need content from a dentist if I didn’t have any problem with my mouth, but I don’t, but I still found that interesting. And wow. Dentists on Tik Tok. And I checked her videos and said, wow, that’s actually quite nice. You know, there’s room for everyone, I guess, right?


Richard Heft 08:01

100% and a dentist. The best thing of a dentist, for example, and this is just an example based on what you’re talking about. The best thing a dentist could do is not say here’s my dental practice, come to my, you know, come to me as a dentist to have your teeth whitening, straighten, cavities filled, all of those types of things. It’s more about the dentists position themselves as subject matter expert. Once that dentist does that and makes people believe that they really can answer all these questions. There’s an implicit level of trust in that dentist, people will will want to talk to that dentist who wants to ask questions of that dentist and will trust that dentist with their teeth and other matters related to their teeth and gums, for example. Again, just using that example, it’s a smart, if it’s frankly a very smart idea for any dentist to think I want my clients and patients to know that I can be I’m a leader in this space I there’s nothing they can throw at me that I can answer and good content that educates our clients is going to do that and like I said informs entertains whatever however the dentist wants to get that information across. They will just use this dentist dental example you came up with you know this is this is the To me, that’s the best strategy for a dentist because I don’t think every person who reads it, they may be located a million miles away and not interested in working with that dentist but the dentist, if they you know used Tik Tok and maybe do a little geotargeting, couldn’t really become raise their profile in their community and probably build a pretty healthy practice.


Rafael Goncalves 09:50

He has, and that’s something interesting you said about the geotargeting. You don’t have to have like 3 million followers if none of them are in your area. All right. Maybe it’s better to have 3000 followers, but in your neighborhood.


Richard Heft 10:05

Right, right. You know, the other. Look, even the people who aren’t in the neighborhood, if they create a big community, it also looks good for the dentist, right? There they go. Not every, not every other. You know, not all my followers are in Chicago, where my practice is, but the people in Chicago know that I have a goal. You know, I’m a global leader, and that looks good on the dentist. So it’s not it. They don’t all their followers have to be there, but they can. They could definitely benefit from having, you know, 3 million followers. 


Rafael Goncalves 10:45

Our brand awareness is always good. But when it comes to converting, of course, if your business needs local clients, like a dentist does, sometimes numbers can trick us, right? But in this scenery that we’re deciding that we have right now, take thoughts and everything. Do you believe that blog posts are still relevant? Those technical facts, they’re normal or a little bit longer? Do you believe that there’s two relevant for a company to attract into to view this authority?


Richard Heft 11:24

It’s good question. I definitely think blogs are still relevant, still powerful. They are a good way to show clients and prospects, and potential investors how knowledgeable you are on any given number of topics that you want to speak to. So no, I definitely think blogs and blog posts are still worthwhile to have. The key is to be consistent to make sure people know that you’re posting and where you’re posting. And when you’re posting these types of blog articles, because it’s a lot of work to do to create more article after article research and write and get approved by your compliance or legal and get it out the door or get team members doing it or paying somebody like us to do your blog. It’s a lot of work. You want people to start following. You can’t expect people to start acting and investing in you or with you right away. But it is a good way to show your subject matter expertise. It is a good way to gain awareness of your areas of specialty as long as people are following us. So you may want to post notifications in your newsletter on social media sites. You could repackage it in 280 characters on Twitter so that with a link to your blog so that people know. Oh, Richards published a blog article on x. I follow Richard on Twitter. I’ll click through to see what that article says. You can create a series of articles so that people return back, there’s all sorts of strategies to increase awareness about your blog and through increased readership of your blog. You can mix it up with other types, like the list, of course, the infographics, you know, you can post videos on your blog. So it doesn’t necessarily have to be those coffee blocks, he sort of spoke of Rafael, but there’s, to me, it is good to drive traffic back to your website, which is good for metrics, which is good for analytics. So yeah, I still think there’s a benefit to blogs, I just think it’s just posting it for the sake of posting, it doesn’t won’t get you the sort of results that you may be looking for, you’re going to be looking for immediate impact, sales, investments, that type of thing. It may take a little longer, you may have to keep publishing and commit to that a long term, you know, a long-term publication every week or every two weeks, maybe every month, you know, although going monthly is hard to get a real following. So I’m a fan of blogs, I just think that you have to have realistic expectations. And you have to have a commitment to it to spending the time or money to keep the blog up to date. Blogs are great for SEO, if you keep it up to date, and you build a readership that the search engines will find you, and you’ll come up higher on Google rankings and that type of thing, which is great. So for business development, so yeah. All that to say, yes, I still think there’s a place in this world for blogs.


Rafael Goncalves 14:29

Yeah. And I always see that what you said it’s, it’s a long-term strategy. I totally agree with that. I always say this. If you want to celebrate 100 podcast episodes, you need to do 994 1000 articles. You need tonight to write 999. Before you won’t write 1000 on your second day, right you won’t. So it’s really about building and about committing and about the long term. It’s not something simple, but I totally agree. It’s got to be done.


Richard Heft 15:01

And I hate to say that it may take 50 or 75 of those articles. Before you have somebody go, Oh, I just recommended you to a friend. I just talked about your business to a friend, because I, I’ve been following you for so long. It can take that long, that long. And so you really do have to be ready to commit.


Rafael Goncalves 15:24

Yes, if you don’t have them you don’t celebrate the 100th episode or whatnot. Before so. So be ready to commit. So we’re talking a lot about marketing and attention because right now, we’re living in the attention economy, right? Because people are in front of a computer or in front of a mobile phone. There. We want attention. We are always chatting with someone or on Twitter, or we are playing a game or on Tik Tok or whatever it is. But what is the difference that you can see between the financial services marketing and irregular marketing?


Richard Heft 16:15

We’ve been, we do mostly financial services marketing, we have been doing that. That was that’s been our bread and butter for almost a decade and a half. And most of the services are the same copy design, distribution, you know, the digital component, and you know, different engagement strategies. When you focus on the financial services industry and companies that are looking to raise capital, your writers tend to become adept at speaking to those audiences and the distribution channels about those types of products and services. That is, you know, as well as a macroeconomic environment that might impact different companies and industries and sectors and that type of thing. So that would be the topic and the distribution channels would be the main differences, you know, you you, you market consumer packaged goods, you’re probably going to do a lot of work on brand of the different products. You’re probably going to do a lot of work on the distribution, you may do sort of a guerilla marketing type of thing. And way more offense and those efforts that that banks and insurance companies and asset managers and dealerships and RAs and capital raisers are probably not going to want to spend as much money as much of their marketing budget on. So, so that those would be the main sort of areas of difference, we would focus on the product and what you’re doing and build campaigns around those products. But aimed at if it’s, if it’s an investment product, who’s going to be selling it, you may not be going straight to the retail audience, you may be going institutional, you may be going to advisors and financial advisors and investment advisors. And when you’re doing Reg A, you may be going to Mass athlete. You may be going to high net worth ultra-high net worth, accredited investors. You got to target those audience, you’re not going to people who are walking in a store and buying your brand.


Rafael Goncalves 18:24

And you said about bread brought a brand? Which do you think it’s? Or do you think they’re both equally relevant? Brand awareness or product campaigns? A million dollar question again.


Richard Heft 18:42

I don’t think you could have a product campaign without that brand without the brand exercise you, and it’s more than just a logo. We talk a lot about key messaging and how you’re going to convey the brand attributes, the strength, the key differentiators, and those types of things against the competitive environment. All that type of work is super important, a super important component of the brand-building exercise. You really need to know who you are and what you are against the broader landscape. Once you do that, you can start building the verticals of the product, and how that product builds up to the, I call the enterprise level or the mothership, where, you know, the product is one thing, it may not be your only product. The brand is building enterprise wide. What is the experience? What is the consumer experience? What’s the investor experience? What are the all these types of things that should funnel down to the product, and will the product have its own individual attributes. So I believe in product marketing, but I think you can’t put the cart before the horse it has to be you have to build an enterprise wide brand. What you stand for what your philosophy is what your All these are what your mission is all these types of things. And then it goes down to the product and the product feeds into that.


Rafael Goncalves 20:07

Yes, yes, I’m a big fan of brand awareness campaigns because I think that brand, the brand has to tell a story. Right? The brand new, you start the story, the brand, a lot of the product, the product is even the end of the story or part of the story, but the brand has its own story, right? It should have. And how do you believe that these campaigns can still impact the public? Because it’s very challenging to be creative nowadays, right? It’s very solid. I just told the story about the dentist. And that girl was extremely creative to target their public. How can they can how can brands be creative to still get their message across?


Richard Heft 20:57

Look, it’s always a challenge to reach the right audience with your content, which is why it’s so important. And we do so much work to take the correct steps when building a digital strategy, and investor personas as well to create content that is, say right for the audience and for the platform. So an example would be Instagram, which is meant to engage photos and short videos, Tik Tok mostly videos, Twitter’s mostly copy and image base with links back to longer form content, whatever that might be. And wherever that might be, I think it’s always important to start by creating content that fits for each platform. So I was talking about your blog and how you can get the word out through Tik Tok or, or Twitter or any other platform on LinkedIn. And you have to create content that fits each of these platforms. And knowing where your desired audience is active. So we do a lot of work on LinkedIn. And we’ll do we’ll build these theses around LinkedIn is the right place to go for an advisor who’s trying to access her audience. And sometimes you start doing your some AB testing. And you realize, wow, LinkedIn is not where their desired audience is, even though our metrics said it was, we have to pivot the campaign and go to Facebook, because that’s where their audience is more active and more engaged to the point where they might pick up the phone. You know, email, you know, ping, you know, the person who’s trying to reach them. So, to me that it’s building great content, it’s building content. That’s right for the platform. Timing, correct. So there’s all sorts of strategies to to engage an audience. It’s, it’s not impossible, but it has to be done right? It has to be done on the right channels at the right time for the right audience, all of those types of things.


Rafael Goncalves 22:59

Depends on who’s watching us. People just just said, well pick up the phone. What is that?


Richard Heft 23:06

It sounded I kind of feel like I showed my age by saying pick up the phone because you don’t really do that anymore. But again, I’m looking at myself on screen, and I’m already in a holiday mode, so you could see like, but it’s so white. It’s white as the driven snow right now my beard so I’m like, Yes, I am. 112 years old.


Rafael Goncalves 23:27

No, come on. The phone is to for my mom to call.


Richard Heft 23:36

Your mom still make phone call. Hello?


Rafael Goncalves23:38

Yeah, you don’t believe this generation. It’s just a matter of evolution. And it happens. And a lot of brands see no value in being on Tik Tok, but those 15-16 years old 12-14 Those youngsters, those teenagers that are on Tik Tok today, in five to 10 years, will be the consumers, so they will be spending their money somewhere. So you guys are building his audience. It’s some Tik Tok. It’s on Twitter. I love Twitter. By the way, Twitter is extremely powerful. Right. In my in my digital culture classes, I always give an example on Twitter, which is my own example because I love football. And I don’t mean soccer. I mean, American football NFL. And I was, I don’t remember exactly when which Super Bowl I was tweeting about in English with some friends. And suddenly, Kurt Warner started following me. One of the greatest quarterbacks of all time started following him. He said, wow. Kurt Warner’s following me and Twitter is very powerful. If I can get Kurt Warner to follow me, one of the top 10 quarterbacks of all time, you can talk to your audience, right? You can read.


Richard Heft 24:52

Would you say he’s one of the top 10 quarterbacks of all time?


Rafael Goncalves 24:58

Come on, I have to be Like,


Richard Heft 25:01

I like him. I don’t maybe Okay, I’ll give. I’ll give you that. I’m not gonna argue


Rafael Goncalves25:05

He’s Kurt Warner. Come on,


Richard Heft 25:09

man. It’s pretty. It’s a pretty cool anecdote for sure.


Rafael Goncalves 25:11

Yeah. So I always give this example if I can get Kurt Warner to follow me, you can reach your audience. They are there they are somewhere, right? They have some. So it’s possible. I love Twitter. Twitter is very powerful. So you talked, there’s something you said it’s very important about the personas. Because we have to target to the right person, we have to know who’s buying from us and who we want to target. And this is something that I think it’s the most challenging part. Because right now, we have a multifaceted world. Like, I am a professor, I’m a journalist. I also have a degree as a chef, as a pastry chef. Yes, that’s true. I’ve worked for the radio, I help rescuing dogs. I mean, I have a lot of things. I do have a lot of interests. 


Richard Heft 26:05

You’re making me feel a little bit inadequate right now, Rafael. Those things? No, come on. I watch a lot of Netflix. Mind you. Sorry. I watch a lot of Netflix. Is that something?


Rafael Goncalves 26:17

Yeah, me too, man. Actually think I’ve been I reused my dog rescue because of Netflix. But okay. But what I mean is people right now, they have so many different interests. How do we outline this personas? How do we know this is the guy that’s going to buy from us? How do we do that, because we have a lot of data, that that can be very good, or very bad.


Richard Heft 26:44

People definitely have a lot more choice. So so finding them is, is certainly become more complex over the year, it’s. It’s important to do the upfront, we do a ton of strategy work. And that’s creating investor personas, determining where those investors tend to congregate, who they tend to follow, what type of information they tend to share. It’s all available if you know how to do it. I personally do not know how to do it. But we have people at EXT digital or extension digital, who do know how to do it, or campaign managers and such. And, and that type of upfront strategy work helps you determine exactly who you are trying to get in front of and what they are doing. Again, it could be as simple as looking at their geographical location, their age, their sex, their job, title, their marital status, or household income, and interest. All these types of things that you could type in to find your your ideal investor, or audience will help you find the right individuals. So it’s doing that upfront work. And then again, creating content. And I always go back to the content. If you do that, if you build the right persona. So you’re saying okay, this, this person has X number of income, they’re located in this geographic area, their job title is this, you then you have to figure out, okay, where are they going? What type of content are they engaging in, because it may be more, you know, if they’re a younger demographic, they may prefer video, older demographic may prefer doing a bit of a deep dive again, those are mass generalizations because we found that it could be either or so there’s not there, you do have to really determine where what these people are doing on almost an individual basis. But though personas can reflect a wider swath of the population, but again, it’s you may not use it to save money. You may want to avoid sort of blanketing the universe and drill down on this person in Chicago, in the East Side of Chicago, in this neighborhood, with this name, job title, whatever it is, this is my ideal audience. And then you target that person with stuff that you think is going to work for them, that they’ll be interested in that, that they’ll engage in, in the lactone. So again, it’s a complex world, but you have to really do the work to get to drill down on on where you want to target people and how you want to target people. And, and the good thing about it is, in the old days, we would do advertorials, put them in a newspaper and pray that they that that that paid off, you get metrics in real-time today, so you know exactly what’s working and what isn’t, and more importantly, what isn’t. And then you pivot to what’s working and put allocate more dollars to what’s working. It’s the online realm, and the social realm was extremely powerful for all of us. We just have to use it properly.


Rafael Goncalves 29:49

Yeah, I believe that the thing because the commercial internet as it’s like, three decades old, what’s Either way, but the way we have been using our behavior is changing too quickly, right? Because especially after COVID, because we are shopping online more often, we are shopping for different things online, not only the eletronics, and a number of shopping for [uncertain]. And our behavior is changing constantly. And we do have to, as marketers, and as communication officers, we do have to keep track of those behavior changes, right? Because they’re extremely important. And that’s what makes things complex. We never know what’s what the next move is going to be. The one Where’s, where’s the where are we going out? We never know that?


Richard Heft 30:41

Well. It also it also is complicated by the fact that macroeconomic trends like for people who are trying to raise capital, you have to watch what the macroeconomic trends are to the sectors, industries, companies, leadership, all these things are fluid as well. So investors go where the where the market is sort of focused on as well and positive and negative. So you want to be on the positive side of the ledger as much as possible by running, you know, a good company having a good idea. Getting your message across and having people understand exactly what you’re doing, how you’re going to do it and how you’re a good investment. You know, you’re where they want to park their investment dollars.


Rafael Goncalves 31:23

Yeah, and startups doing very well, because solutions, right? That’s the good thing. We as marketers, we don’t know what’s going to happen next. But enterpreneurs and startups, they do know, they try to, and they anticipate the solutions.


Richard Heft 31:37

They are more entrepreneurial, and to be more entrepreneurial, and they can pivot as well, their focus. So their business, their messaging isn’t a set in stone as sort of the larger incumbents who have been around for decades, whose product and brand are sort of already elevated, it’s harder to move off a story or create it create something that may be off-brand. Whereas startups, nano-cap, micro-cap small-cap companies can be a little more tactical, which gives them a bit of an advantage, frankly, you know, against the wall of a larger market.


Rafael Goncalves 32:16

Yes, it’s true. It’s true. But let me ask you, this is a fun question. If you had to suggest, let’s say, three marketing assets for companies making a pitch while raising capital. Let’s talk a little bit about our current contracts. Because our companies, our clients, our KoreClients are raising capital. Which marketing assets would you suggest and why? Which ones would you suggest?


Richard Heft 32:47

Yeah, I’d start with their investor deck. And if they have an investor deck, start with making their investor deck even better. It’s so key and important for people to know what the opportunity set is, what the addressable market is, what the product is, what the management team looks like, all of these types of things, answering all those why’s are so key. And with good illustrations, not to copy heavy. The right investor deck is crucial for most companies at this stage. A website landing page where you house information about the investment opportunity, if you’re, if you’re creating banner ads or content pieces, the banner ad should lead back not to your corporate website. Generally, it should link back to a campaign page or a landing page that tells people again, not product-specific stuff, but investment-specific stuff. So that’s a key component of any campaign. And then, obviously, the corporate website. So that’s, you know, but the landing page is really key for this component of your capital raise. I’d like a white paper to show your thought leadership to position you and your firm is subject matter experts. So I’m a fan of a white paper. And if I was allowed a fourth, I would go build a video from that white paper


Rafael Goncalves 34:11

before you’re allowed. I would go with commands here.


Richard Heft 34:18

When you said three, I follow the rules. I’m a rule. I’m not a rule breaker. I’m a rule follower. But I would throw in the video as well, just because it can really catch people’s attention and maybe have the CEO speaking about the event, the investment opportunity what the company’s future looks like why this is a great investment. So I like video, video or white paper, preferably both.


Rafael Goncalves 34:45

Yeah, white papers are important. It’s a marketing asset we don’t see very often right? We don’t listen, we don’t we don’t listen to a lot of people talking about the white paper and they are important, right? They are very important.


Richard Heft 34:59

I love them, I mean, I started my career writing them. So I definitely love them. I do know that a lot of people go, why would I do a long-form piece like that, where when I know a lot, most people are not going to read through it, I just think it becomes a great starting point for for any thought leadership endeavor. So you write your white paper, you get all that third party information, do a little research on your own, create a very compelling opportunity set in this white paper, position yourself as a good solid subject matter expert and thought leader, but then distill the key components of the white paper down to micro content, snackable content. It’s called any number of things, nano content, listicles, static, factoids, stats, all of those types of things video, but the white paper can serve as the launchpad to all of those things. So done correctly. It’s a great starting point. And for people who really, and a lot of people who are investing are gonna say, I want to know more. I want to know why I’m putting whatever number of dollars towards this company. I need to know more about what they’re thinking, what they’re doing and why. And a white paper can help you convey that information.


Rafael Goncalves 36:17

Exactly. Because there’s always risk involved, right? So if you have white papers that look, this is what we think about it. This is how we think about doing it. That’s why we do it is answer all the whys, right? That’s basically it, correct? That’s basically it, it’s important. And they snackable content is important, because we drink a lot of coffee and communicate. It’s a perfect pair with our coffee, because we spend the whole day with our coffee cups and coffee mugs and everything. Right? Perfect. I believe we’ve covered the ground that we wanted to, we wanted to just talk about a little bit of financial services marketing. If there’s anything else that we forgot, you please, I think we can go to our final considerations. If you have anything else to add, please.


Richard Heft 37:10

I got nothing. All I can say is, you know, going back to one of your earlier questions, CEOs, senior management teams, everybody’s focused on product on capital raising on on all of these important aspects of getting your company off the ground, you need great partners. Great partners include companies like KoreConX, great partners include companies like EXT digital, so for anybody looking to raise capital, who doesn’t have time to create videos to create white papers to create landing pages and banner ads and strategies to get this information across. Bringing a good marketing partner and whether it’s EXT digital, or somebody else, hopefully, it’s EXT digital, or somebody else, you know, we’re here to help. That’s what our company was designed to do. And we’re real good at it. So so get in touch.


Rafael Goncalves 38:01

That’s very nice. Thank you, Richard. Thanks for your time. And again, I apologize for doing that. On your long weekend. I mean, I’m sorry. But still, it was very fun. It’s fun talking about content and about, marketing and about strategies. I do love it. So. So I could go on for ages, and people are already buzzing in here. Hey, time, time management. Okay. So, we are also going to take you, thank you. For everyone who’s watching. If you’re listening to us on your favorite podcast player, Spotify, iTunes or Amazon music, don’t forget to follow our channel. Look for us on LinkedIn on Facebook. We are also on Twitter, and Instagram, and we’ll see you next time. Okay. Bye, everybody. Bye. Bye, Richard. Thank you again.


Richard Heft 38:44

Thanks, Rafael. Good talking to you


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