The MF industry has been preaching long term investing as the best way to reap benefits from equity funds for many years - yet many investors continue to look at equity funds as a vehicle to make quick returns in a booming market. How do we get the point across to investors? K S Rao and Team BSL MF have a solution that can be a big help - they have tried to communicate in a language and through day-to-day examples that people can easily relate to. This, and many more messages about mutual funds and how to really benefit from them are part of an ambitious new investor education initiative that BSL MF has launched called Jaanoge Tabhi Toh Maanoge (JTTM). Read on as K S Rao takes us through how you can help investors really understand that equity funds do need time to deliver good results.

Hi Friends,

I am very happy to share with you a new investor education initiative from Birla Sun Life Mutual Fund - Jaanoge Tabhi Toh Maanoge (JTTM), which I am sure will help you in your efforts to get investors to understand what to expect and what not to expect from mutual funds. I think you will agree with me that one of the fundamental problems we face in selling mutual funds is the mismatch in client expectations versus what mutual funds are really meant to do.

The desire for quick returns from equity funds is a very common one and I am sure everyone of you has faced this customer expectation and tried in your own way to help align customer expectations closer to what the products are meant to deliver. We have all used many phrases like "Time in the market and not timing the market" and such other ways to try and get the message across to investors about the need to give sufficient time for equity funds to do their job of wealth creation.

With JTTM, we are taking a very different approach. We are talking a different language - the investor's own language, and not our industry's language. Through JTTM, we will be communicating simple messages with real life examples that investors can readily relate to, to help them understand mutual funds better.

A better way to explain the need for a long term approach

Click on the image below to see how we think this desire for quick returns from equity funds can be explained to your investors, in a manner they will probably relate to a lot more than our industry jargon.

(Click Here)

If you think this will help your clients, please feel free to send them a link to this page. There are many more such day-to-day examples that we have discussed in our dedicated JTTM website www.janotohmano.com.

Have you seen our new television ad?

You can also send them this link to our TV advertisement that deals with the same issue, with another interesting, daily life example.

There are many more such myths about mutual funds, which we have tried to deal with in a completely different manner, in our website www.janotohmano.com. I will talk about them in my next article. Meanwhile, do let me know what more you would like us to showcase in JTTM that can help you make your clients understand and appreciate how best to use mutual funds in their financial lives.

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