How to communicate your story to the market.
Your investors have a different idea of your company than you do. Learn how to align your company story with the market in three easy steps.
The story in your head is not the story in the market.
You've spent a lot of time and energy coming up with a strategy for your company. But when you ask an investor about your story, you're pretty likely to get a different response.
You're likely a victim of the Curse of Knowledge.
It's something that was first identified in 1989 by psychologist Elizabeth Newton. She conducted a famous experiment where one group of people tapped out the rhythm of a well-known song. Another group tried to guess that song. The results were surprising.
The tappers believed their songs were easy to recognise but the reality was that the listeners struggled. Of an expected 50% recognition rate, only 2.5% of listeners identified the songs.
You are the tapper. Your investors are the listeners.
It's likely that your story isn't coming across the way you intended.
Translating your value proposition into your funnel (what to do).
Come up with four things that are attractive about the company. Think about it from the perspective of an average investor. They know nothing about your company, industry, or even capital markets. Just because you think your investors should know something, doesn't mean they do.
Refer back to the four things in every announcement or media release. Repetition helps to increase conversions by reinforcing your message. It cuts through the noise and establishes an emotional connection that drives action. If you want a narrative that sticks, you've got to be repetitive.
Create a "Why Invest?" page on your Hub. This should be the landing page for all media, lead-generation, and retention tactics. For bonus points, you can include a video that runs through the four attractive things (two examples below).
Example 1: Race Oncology (ASX:RAC)
Example 2: Strike Energy (ASX:STX)
Refer us.
In order to grow your shareholder base, you need shareholders to refer you to other investors. Similarly, nothing helps us grow like a client referral.
So, if you like us and what we are doing, please refer us to (1) a friend at another listed company or (2) a listed company you’re a shareholder in.
The more clients we have, the more product people we can hire and the more features we can build for you! If you introduce us to another listed company or a company you’re a shareholder in, we will send you a $250 Rockpool voucher, and if they sign up, you’ll both receive a free month on InvestorHub.
What do you say? Win-win-win!