Agoracom Blog

Small-Cap CEO Lesson: Create An Emotional Connection With Investors And Win.

Posted by AGORACOM at 3:52 AM on Monday, December 22nd, 2008

As the CEO / IRO of a small-cap company, one thing you struggle with is how to differentiate yourself from your peers and attract more shareholders to your company.  Yes, one great way is to communicate fundamentals via facts, figures and results. No doubt about it and I will always advocate this.

However, you can not forget the fact that investors are human, meaning they are both cerebral and emotional beings.  Facts and figures cater to the cerebral … but the greatest connection ultimately takes place on the emotional side. This is where brands become leaders. Emotional connections run deep into parts of people’s minds and souls that we can’t explain … but they stick with people (investors) forever (or until a company breaks the bond).

Want to see 2 amazing examples?


You don’t have to be a football or designer bag fan to appreciate the following ads.  See my comments at the end:

How did these ads make you feel?

Notice the absence of cerebral facts and figures? Notice the lack of “buy our shoes / handbags” messages. Yet, you probably feel a lot warmer towards these brands than you did just a minute ago. Amazing. I know I did after watching each ad.


No doubt anything is easier said that done- and I know you don’t have the 7-digit budgets of Nike and Vuitton … but the good news is you don’t have to.  Technology now provides you with an ability to easily create a blend of imagery and music that best reflects your corporate image and values.  Companies like SpotRunner will even provide you with canned commercials that you can simply add music and words to – for $500!

In fact, I would contend the production side is actually pretty easy and very cost-efficient.  Same goes for distribution – you can distribute an ad via the web (your site, your IR HUB, e-mail, YouTube, investor confeences, Facebook, LinkedIn, etc.).

The hardest part of the process is coming up with something creative.  You and your team have to shake loose from spreadsheets for a few days and get in touch with your company’s soul.  You have to answer the question “where does my company connect with people?”


Daunting? You’re only constrained by your imagination.  Nonetheless, I’m willing to bet that 75% of CEO’s / IRO’s reading this have already had some ideas pop into their heads.  I know I did.  The good news is that you don’t have to come up with something today.  Just come up with something sooner than later.  Investors are waiting to connect.


2 Responses to “Small-Cap CEO Lesson: Create An Emotional Connection With Investors And Win.”

  1. AGORACOM says:

    Hi, Susan. Grandich blog looks good to me. Can you let me know the specific problem you are having?


  2. susan cundiff says:

    Could you please advise Agora that there is some issues with some of its sites such as Peter Grandich’s blog? Looks like possibly a technical issue.