More. Better. New. Don’t overlook the easy wins for the sexy ones.

Over the past 8 years, I've spoken with more than 1,500 listed leaders - senior execs and directors of listed companies.

I've never been on a board of, or run a public company (Aussie startup investor tax incentives make it more attractive for a high-growth tech business like InvestorHub to be private, but that's another story).

I try to approach these emails like a mix between an academic on the subject, and a friend who has a genuine interest in what you do. If this ever comes across as too preachy - please let me know. 

My goal here is to provide insights from three key areas:

1. What your local peers are doing that's insightful, interesting, and fun,
2. What is happening globally that we can learn from, or
3. How can we port some modern marketing techniques over to IR.

And always to have some fun along the way.

With that in mind, we're going to look at #3 today - let's take a proven marketing technique (used to focus and grow revenue), and apply it towards growing shareholder demand for listed companies.

The "More, Better, New" framework.

Think of it as an order of operations, what to focus on when you're trying to grow.

1. More

You start by doing more of what's already working. 

In marketing, if $5k in ads delivers $50k in revenue, we continue doubling down until the returns taper off.

When it comes to IR, this means leaning into your existing shareholder base. They've already bought, and 63% of on-market buying comes from existing shareholders topping up - so keep leaning in until they taper off.

Just because someone's already put $1k, $10k or $100k in doesn't mean they're done, and it's especially true as you scale down from the top 20.

There's plenty of capacity in your shareholder base if you give them a reason and engage.

2. Better

You progress into improving what you're already doing.

If you're spending 26 minutes running a webinar, are you getting the maximum reach, repurpose, and impact from that effort? 

Four times as many investors will watch the replay verses the live session.

Are you getting that recording out quickly? Following up with attendees? Turning clips into ongoing touchpoints? Seeing if investors have common questions?

The effort and time remains the same - but can you get a better return on time invested?

And if not - if something is just "OK" - then consider cutting it, to make room for #3:

3. New

You move into adding new once you've nailed the rest.

Think new formats, initiatives, campaigns, tools, and ways of engaging investors. It's still still critical for IR because 21% of all stock is bought by new investors, which in turn drives existing and returning shareholders.

But don't forget that you have two other avenues to exhaust first, more and better.

The goal here is to get more from your time, so don't skip the easy wins in favour of the shiny ones!

Maxing out more until it stops scaling, sharpening better until the returns improve (or consider killing it), and layering in new - the repeatable way to build momentum with better engagement.

If you'd like the exact framework I use to run through this process, reply here, and I'll send it through next week. 

But in the meantime, where are you up to in the stack - more, better, or new?

Cheers,

Ben