Bold Advice For Every Small Cap Executive From Standard & Poors Former Owner

The Internet did NOT change everything.

Technology has changed.

The means of delivering advertising have changed.

Precision targeting has improved exponentially (and will continue to do so).

But advertising, fundamentally, hasn’t changed in over a century.

The goal still is to persuade another individual to TAKE ACTION.

This ad from the 1960s is the perfect example of how much hasn’t changed in advertising.

It’s particularly applicable to small-cap and growth companies too.

It’s an ad from McGraw Hill, a publishing company that owned and operated Standard & Poor’s at the time:

This sums up the often-complicated process of advertising for companies that aren’t worldwide brands.

The ad points out that, frankly, know one knows who you are.

That’s the problem facing the average small-cap company with 3,000 shareholders, a few institutional investors, and one that’s struggling to stand out among 10,000+ other public companies.

The principles of marketing do not change for public companies.

Investors are no different than consumers when you are trying to motivate and create interest when being considered as an investment.

Public companies too often forget that they are "selling" their company as an investment opportunity.

Public companies, all require shareholders and the more shareholders they have, the more visibility, more liquidity, and more potential financing and partnerships to propel growth prospects.

A broad and highly-committed shareholder base can be a driving force for a public company.

Just ask Tesla.

There are many legitimate, cost-effective strategies to create more investor awareness.

If you want more shareholders, you’ve got to get people to…

Know who you are…

Know your company’s product…

Know your company’s record…

Know your company’s reputation…

And, when talking to investors, know your company’s goals and plans to get where it’s going and when it’s going to get there.

If you’ve got something great to sell, go ahead and sell it.