There are ETFs out there. New ones are always being launched. They have teams, solid strategies and people behind them who really believe in them. So why do so many of them go without getting much attention?
Is it because they’re not performing well? Sometimes, yes. Many strong ETFs never get a chance to show what they can do.
Is it because they’re not well-distributed? That can play a role. Even firms with good connections can struggle to get noticed early on.
Is it something simpler that people might overlook? What if the problem is not the ETF itself but how it is presented?
Think about the last few ETF announcements you read. What do you remember? Not what they said, what really stuck with you.
Chances are not much stood out. Not because the ideas weren’t good. Because they didn’t feel unique.
Now think about something that did catch your attention. Like an article, a quote or a social media post. What made it memorable?
Is it the data or is it the way the idea was explained? The clarity of the point of view? The sense that someone is saying something
The ETF industry is good at being precise which is a good thing.
When that precision turns into overly careful communication something gets lost.
Here’s another way to think about it: before anyone looks at an ETFs holdings, fees or structure they’ve already decided if it’s worth paying attention to.
So the real question is: in a market what makes someone stop read and remember? Just as important what makes them move on?
Because if getting attention is the key to everything, like coverage, conversations and investment flows. Then it’s worth asking:
Are ETF issuers spending enough time thinking about how they communicate, not just what they build?
We’ve been exploring this question closely at Blackwater:
We’ll be sharing more on that week. Follow along for the release.
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