Harvesting: everything between the milestones

Content that lasts matters more than it looks. A LinkedIn video gets likes from your network for a day or two. A video sitting alongside your announcement gets found by the people who own the stock or might buy it.

And remember, Australia is unique: 95% of investors appear on your register. Our UK clients don’t get that benefit, and neither do companies in the US or Canada, so make use of it.

Harvesting comes easier to organisers

In Hunting, I said hunting comes easier to extroverts. It would be easy to flip that and say harvesting suits introverts, but the truth is harvesting is best done by amazingly organised people. Checklists, the flow of events, the steps after all the fun is done: the follow-up.

Harvesting suits people who like to tick off the checklist and make sure everything is connected. That way you don’t just get the sugar hit of the kill, you reap the reward for months to come.

The patience problem

Hunting gives you the sugar hit, the adrenaline. You walk out of the room and you know how it went. Harvesting doesn’t have that moment. The return is slow and quiet, and without that natural high it’s easy to drop when you’re busy or distracted.

That’s why it has to be a system, not something you get to when you have time. Set it up, make it part of every milestone, and let it run.

Four ways to harvest better

1. 01Keep your webinar links aliveYour ASX announcements live on long after the webinar is done, and so do the links in them. The number of dead Zoom links out there is crazy. Most HNW investors watch the recording rather than the live webinar (they’re busy at work during the day), so an always-on link has a lot to gain. See how if you want one.
2. 02Put more links in your ASX templatesAnnouncements are digital, so links and QR codes work far better (and with less friction for investors) than email addresses and phone numbers.
3. 03Build your own listPrioritise your own CRM and list rather than paying someone else to build their list off your news. Bringing those contacts in will grow your harvest in the future.
4. 04Use the emails you do haveI'm always surprised when companies don't email their announcements to their base. Build that relationship over time by watering it and looking after it.

There’s so much more that goes into harvesting. It’s the single biggest impact you can make, but it isn’t as sexy, so it doesn’t get the attention it deserves.

The final part of this series looks at Rangers: what happens when you combine hunting and harvesting.