Writing an Equity Story That Moves With the Market

With a growing number of listed companies using Irostors to distribute earnings updates and organize roadshows, our team has been exploring new ways to deepen the impact of investor relations efforts. One area that has recently sparked interest in conversations with IROs is equity story preparation—an essential, yet often static, component of corporate communications.

Traditionally, guidance around crafting an equity story tends to be uniform, regardless of market conditions. But that one-size-fits-all approach no longer works in a market where tone, timing, and context matter as much as the numbers themselves. A company speaking in the same voice across all trading regimes risks sounding out of touch—or worse, disconnected from reality.

We believe equity stories should evolve dynamically, shaped not only by company fundamentals but also by where the stock currently trades in its cycle.

Not Just What You Say, But How You Say It

It’s well established that investors don’t just read your numbers—they read between the lines. In face-to-face interactions, the Mehrabian 7-38-55 rule explains how words, tone, and body language combine to convey meaning. But in email communication, where most IR engagement begins, tone and formatting carry the weight.

While there’s no exact replica of Mehrabian’s model for written exchanges, industry consensus suggests a similar breakdown:

• 50–60% of email impact comes from the actual content
• 30–40% from tone and style
• 10–20% from structure and formatting

This reinforces the idea that investor communication is more than data dissemination—it’s about narrative intelligence. And that narrative must adapt to the market regime you’re operating in.

Four Trading Regimes That Should Shape Your Equity Story

At Irostors, we’ve identified four market phases that should inform how companies frame their equity story. Understanding which phase you’re in can transform your IR messaging from static pitch to strategic positioning.

Accumulation Phase – Rebuilding Credibility

When the stock is recovering after a downturn or crisis, institutional investors often begin quietly accumulating again.

The IR focus should be on:

• Rebuilding trust through operational transparency
• Highlighting stabilization efforts, balance sheet clean-up, and de-risking strategies
• Signaling a return to disciplined execution

Remember, investors assess not just the numbers but also the demeanor and methodology of the IR team—as a proxy for the leadership behind the company.

Markup Phase – Fueling Momentum

As positive sentiment returns and volume picks up, this is your opportunity to scale visibility.

In this phase:

• Leverage tools like Irostors’ enquiry trend dashboard to detect regime shifts early
• Engage growth-oriented investors with data-backed updates—not hype
• Spotlight market traction, strategic wins, and your expanding Total Addressable Market (TAM)

This is the time to convert growing interest into long-term partnerships.

Distribution Phase – Managing Expectations

At or near valuation peaks, caution begins to set in.

Here, IROs should:

• Avoid overpromising, and refocus the story on durability
• Emphasize long-term strategy over short-term beats
• Communicate capital return policies and demonstrate investor alignment

Consistency is key. Use this phase to reinforce the company’s commitment to sustainable performance.

Markdown Phase – Navigating Headwinds

In periods of declining volume and fading confidence, many IR teams go quiet. But this is precisely when visibility matters most.

Instead of retreating:

• Stay engaged with clear, regular updates—even when there’s no exciting news
• Show leadership through humility and control, outlining the recovery path
• Explain turnaround strategies and how external headwinds are being addressed

Many value-focused investors actively seek opportunities during markdown phases. Your narrative could be the catalyst for re-entry interest—as long as you remain present and transparent.

Tools to Identify Your Trading Regime

Knowing which phase you’re in starts with tracking the right signals:

• Analyze price and volume patterns to detect shifts
• Use Irostors to capture investor sentiment, benchmark movements, and track analyst commentary
• Consider conducting an investor perception study to understand how the market views your company—versus how you view yourself

You can also use regression techniques to separate your stock’s idiosyncratic alpha from broader market trends.

Introducing the Dynamic IR Playbook

At Irostors, we help companies implement what we call the Dynamic IR Playbook—an adaptive approach to equity storytelling that combines:

• A core message rooted in company fundamentals

• Regime-specific overlays tailored to market context

• Frequent investor checkpoints and tone-aware Q&A

Clients like Nissin and Activation Group have used this approach to build more credible and enduring investor relationships.

Because the best equity stories aren’t static. They don’t change the facts—but they do change how the facts are framed, based on investor sentiment, market positioning, and timing.

Let’s Talk

Whether you’re riding a momentum wave or facing a reset, your equity story matters.

If you want to learn how our high-touch team at Irostors can help you apply the Dynamic IR Playbook, reach out to us here.