CANNAINVESTOR Magazine U.S. Privately Held August 2018 | Page 128

The media is starved for fresh, entertaining

news-worthy content.

TV producers are especially needy. GIVE THEM WHAT THEY WANT by creating a unique ‘story.’ (Yes, you can create a silk purse from a sow’s ear!) Remember, your most powerful advertising is free media coverage. It’s also more credible, because your message will be treated as editorial content.

Also be aware that traditional PR is mostly obsolete, and a partial waste of money. ALL that counts is measurable, cost-effective promotional activity that creates buzz, and pushes sales — based on a clear-cut, kick-ass message. New technologies, including social networking platforms, can publicize a company for a tiny fraction of what it cost a few years ago — and do it far faster and better. You can also reach editors and TV producers directly, without going through some PR middleman.

What’s your ‘Next Big Thing’?

Apart from your core concept, it helps to have something phenomenal in the pipeline. It doesn’t have to currently exist — it can just be in your head — but it must have a connection to what you’re currently doing or it won’t be credible. For many investors, this is extra icing on the cake. (Remember those TV infomercials? “But wait, there’s more!!!”)

This ties into your post-pitch story. Do you have one? This is for investors who are half-sold, but need something extra to push them over the top.

Every new company should be an opportunistic work-in-progress prepared to veer off in a slightly different direction if the rewards seem greater. Why not? You want your venture to grow, and every investor wants ACTION! Follow the social and tech trends — follow the action.

Besides, every company is facing looming obsolescence, because most of what’s currently new will be passé in three or four years. And change = disruption = obsolescence = opportunity. Who knows? Your company could morph into something quite different, and far more profitable.

By Daniel Adler-Golden

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