Why Most Financial Media Is So Awful & Boring

Jibberish

Investing cashflow in your 401K for the near term upside of a hedgefund and options trading for the dividend cup and handle formation and the bears convertible debentures commodities vertically integrated warrant offering for the roth RIA at 10% is locked into the EBIDTA of a  junior company’s index fund  for the net profit margin and short seller bonds to help liquidity dealflow market cap at the outset for further capitalization of the debt to equity ratio. 

If you are new to the stock market, that’s what most people sound like when they are speaking about finance. It’s not that these words are overly complicated, it’s that the people delivering the message are usually boring as all hell.

Let’s face it, we work in one of the most boring sectors on the planet, financial media.

The space is dominated by teleprompters, old guys in suits with numbers and ticker symbols flying across the screen and free 3,000 word reports on Lithium that are merely a funnel to sell you as a lead only to be further bombarded by 50 emails a week with headlines in all caps and fire emojis. Email open rates continue to plummet each year, but the old guard loves it.

CRAZY AWESOME WEED COMPANY BUILDS A NEW GREENHOUSE GET IN NOW HOT STOCK TIP OF THE WEEK 🚀🚀🚀🔥🔥🔥

It’s sad because so many companies are doing interesting things, but for a few reasons media coverage is often lacking in spice and originality. When we started this site we noticed from using Alexa’s ranking platform that most financial media sites had an average time on page of around 1:20-1:40 per article, and while some of these articles were at least 500 words, but most were upwards of 1,500.

If Your Direction From the Start Isn’t To Be Different Or Unique, You’re Wasting Your Time

There’s a reason millions tune into hear Jim Cramer’s platitudes and sound FX, you could say he is the definition of high energy. He also breaks things down in a way that people can understand.

His approach is what roped me into finance at the ripe age of 16. He does the exact opposite of every mining presentation I have seen where the CEO says the three following things every single time:

  1. we dug a hole
  2. we are excited about what we found in that hole and want to dig more holes
  3. we have the best team with x years of experience

In cannabis it’s:

  1. we have x amount of greenhouse space
  2. we think the cannabis industry today is like alcohol right before prohibition ended
  3. we will be producing x amount of product by x year

Those things are all well and good, but it’s what everyone says, and it gets old. HIKU got bought out by Canopy for just over 600 million with barely any assets or revenue, they just decided to approach the industry from an entirely different angle, and it paid off in a huge way. We interviewed founders of HIKU Trent Kitsch and Alan Gertner last year about their decision to create a lifestyle brand in the cannabis industry.

An excerpt from the interview:

High Energy (Taylor): Especially the idea of ‘crossing the chasm’. I think both DOJA and Tokyo Smoke have executed on this better than anyone, you get the early adopters and innovators first, and then the idea gets ‘sneezed’ on to the minority, majority and eventually the legguards. Many companies try to capture huge segments of the market and never catch on.

Trent: Seth Godin replies to my emails sometimes I feel so honoured to have his ear and I think he’s one of the best marketers in the world today. I really like reading and learning from others who have done it before me.

Trent: Let’s explain what purple cow means. If you’re driving and there’s 99 regular cows and 1 purple cow, you’re definitely going to be interested and curious about the purple cow, this unique thing. His message is don’t even get started if you’re not a purple cow, the world doesn’t need another Advil, if your direction from the start isn’t to be different or unique, you’re wasting your time.

Eggshells

The other major reason is relationships. The stock market world is a small one, once people get deep into the inner circle a fear develops of offending current or potential allies. This could mean a media outlet takes on a client, that client engages in fraudulent behaviour and the hired media company sweeps everything under the rug as if it never happened.

Keep the peace, don’t ruffle any feathers, and don’t make enemies.

How fucking boring.

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