PEONY ONLINE provides daily market reports on scrap metals to over 2,000 subscribers. The reports must break down complex financial information into short, easy-to-understand summaries for an audience of scrap metal professionals who are typically not financially savvy. The author writes 3 concise reports per day within tight deadlines, focusing on trends, factors influencing prices, and near-term predictions for specific metals like copper. Subscribers appreciate the simple format for quick reference in their work.
State of the Social Financial Services Whitepaper - 010515
EricHansenPeonyOnlineFinancialWriting
1. CASE STUDY: PEONY ONLINE
Overview:
In 2012, I started working for Peony Online, a pricing information service for buyers and
sellers of scrap metals (exporters, smelters, recyclers, etc.) in the customer service and
reporting capacities. Peony is the widest reaching news service in the scrap metal industry,
with over 2,000 subscribers in North America in addition to a few dozen overseas.
Subscribers are informed of the latest available pricing information with verified price quotes
from scrap buyers and sellers in the daily Consumer/Broker/Exporter Report and Instant
Quote database (like Craig’s List) as well as thrice-daily market reports on the LME/Comex
metals commodities markets.
Issue:
Peony Online provides financial information via the internet to an audience of professional
scrap metal buyers and sellers. With all due respect to the good people making an honest
living in this noble industry, scrap metal professionals are not typically the most financially
or web savvy demographic. As both the primary writer of Peony’s thrice-daily market reports
and the director of engagement, I have to make such topics not only relevant but
comprehensible to an audience that finds these fields foreign to the point of being
extraterrestrial.
Solution:
The metals commodity market reports are, as stated above, written three times daily: morning
at 8:20am, midday at 11:40am and afternoon at 2:00pm. Each report includes an article in its
bottom section, is composed under tight time constraints, about 20 minutes from start to
finish, and must be completely different from that day’s other reports, even on a slow news
day when, over the course of eight hours, the most significant news comes from copper
moving one-eighth of one cent for no discernable reason (or on a busy news day, which
could present the different-but-equal challenge of paring down a series of major stories into
one-third of a page). All this must be completed before a strict deadline, while keeping in
mind that the article might have to be entirely overhauled if the metals market shifts at the
last minute (as it does at least twice a week) and that one typo could lead to a lawsuit.
As you’ll see in the samples provided in the following pages of this PDF, writing an article of
Plain English prose following nothing but raw financial data (that not only leads the report
but takes up triple the amount of space) can be a challenge. Add to this the fact that the
article needs to attract the attention of a non-financial audience (a group in which I’d include
myself) who might be turned off, if not intimidated, by the extensive numbers that cover the
vast majority of the page.
In writing the article, I always lead with the general trend in metals commodities trading in
both the headline and opening paragraph. I then mention the factors influencing this and, if
necessary, go into a little (but not too much) detail as to what those factors may be. This may
sound simple, but keep in mind: this is international economic news for people whose
primary interest is the buying and selling of scrap metals; on a regular basis I’m explaining
why the Chinese equity market closing with a 0.1% loss means that an exporter in Manitoba
will have to sell a truckload of copper for $50 less per metric ton than he would have twenty
minutes earlier (and that’s not an exaggeration, by the way). Also, again, it’s important for
the news section of the report not to take up too much room, even on a busy news day, as our
2. readers are more interested in their economic future than Chilean mining officials hinting that
they might be considering cosponsoring a minor infrastructure overhaul (I know, I thought
that was weird, too).
In the remainder of the article, I write about specific metal contracts, almost always leading
with copper, as that is the world’s most frequently bought industrial metal. Each paragraph
will focus on one specific metal, its trend during that session of the day, the factors that
influence that specific metal (e.g. copper prices often rise when the U.S. dollar weakens
against foreign currencies, aluminum’s cash value tends to rise and fall in tandem with that of
crude oil, etc.) and where, based on the available information, its price may be headed in the
near future.
Since their introduction, the market reports have become one of the more popular features of
Peony’s metals commodities news services. They are designed for people who are either not
computer people or do not get to spend much time in the office. In fact, their format is the
same as when they were primarily faxed to subscribers, Peony’s audience has become so
accustomed to this that (and I’m not making this up) even a font change can result in a
backlash of New-Coke-ian proportions. A major reason why each session’s report is
condensed into a single page is so that readers can have their receptionists print them out,
then put them their pockets and look them over at their own convenience, then be caught up
in the all the new developments in metals pricing.
Much of our reader-base subscribes to our metals commodities website, which features
several more extensive sections, solely to read our three market reports. Since, again, people
in the scrap metal business are not always the most tech savvy, I often find myself explaining
how to load our website (“it’s ‘metal exchange direct dot com’,… no, not ‘metal exchange
dot com’…”) log in and load our reports. This can take time, especially when speaking to
subscribers unfamiliar with Google (Scout’s Honor, I couldn’t make that up if I tried), but
I’m patient and make sure to break everything down to a simple step-by-step process.
Ultimately, while it can at times be difficult, I find breaking down complex messaging into
short and sweet prose to be a rewarding challenge and perhaps the skill I’ve most enjoyed
sharpening in my professional and academic life.
11. An Information Network For Scrap Metals
Peony Online, Inc., info@peonyinc.com Tel: (201) 802-1800 Fax: (201) 802-1888
Introducing Instant Quote - FREE to Peony's C/B/E subscribers!
Dear Peony Subscriber:
You asked to be listed daily; you asked to list more materials; you asked to list plastic and paper scrap and used machinery
... These requests and more will be satisfied by Peony's Instant Quote -another exciting new feature, giving Peony's C/B/E
(Consumer/Broker/Exporter Prices Report) subscribers an added value at no additional cost.
On the Smartphone-optimized web-based Instant Quote, you can
• List as many materials as you want as often as you want;
• List with detailed descriptions and email pictures;
• List, update, revise, view and respond at any time, anywhere;
• List any materials including non-metal scrap such as plastics, paper, rubber, oil and used machinery;
• And more...
All C/B/E subscribers are welcome to view and post to Instant Quote.
Exclusive Instant Quote Members:
For those who agree to post to Instant Quote exclusively will receive Exclusive Membership for which they enjoy the
following additional benefits:
• Each exclusive member has its own platform where the company can advertise its business and products; The
platform is updated by the exclusive member itself;
• All exclusive members’ listings are in bold and color;
• Clicking on any single entry by an exclusive member will lead to its platform where all listings by all users under
the company are shown;
• All exclusive members’ logos will rotate in the banner of Peony’s web site, clicking on which will connect to the
companies’ web sites.
Exclusive Membership is free to all C/B/E subscribers, as long as they meet the following criteria:
1. They agree to post on Instant Quote and Peony’s C/B/E exclusively, not to quote in a similar way on any other similar
web sites or price reports, for the duration of their subscription to Peony.
2. They must update their prices as they change, daily or at least weekly. All prices must be real.
For those who wish to enjoy the benefits of the Exclusive Membership but are not in a position to give Peony the
exclusivity of postings, an annual fee of $800 (in addition to $540 for C/B/E) will apply in order to compensate for the
extensive promotional work that entails.
Please do not hesitate to contact Peony if you have any questions. Thank you for using Peony – the most
widely distributed scrap price service in the industry!
Sincerely,
Peony Online, Inc.
MetalExchangeDirect.com
___ I'd like to have my id/password to view/respond/post to Instant Quote
___ I'd like to have my Exclusive Membership for Instant Quote
SUBSCRIBER_____________________ COMPANY___________________________
PHONE ________________________ FAX. _______________________________
EMAIL ___________________________________________________________
Fax to (201) 802-1888
12. Dear Sir/Madam:
Thanks so much for your interest in Peony Online! For over twenty years, Peony has
developed a reputation for providing the scrap metal industry with the most accurate, up
to date and widely read pricing information. We’d love to introduce you to the various
services we have to offer.
Our latest innovation is Peony’s Instant Quote: a new, web-based, smartphone-
optimized forum giving our subscribers an individualized platform to post any materials
they have to buy or sell with NO LIMIT to what you can post! Each subscriber can list as
many materials as they want, as often as they want, revise them as necessary and post any
materials they’re looking to buy or sell – even non-metallic items.
With over 3,000 subscribers in North America, Peony’s Consumer/Broker/Exporter
Report (C/B/E) has become the industry standard for gauging scrap metal pricing. Every
morning, we fax or email a one-page list of 70 verified buying prices divided into three
sections: Aluminum, Copper/Brass and Other (stainless steel, high-temp, e-scrap, etc.).
We’re the ONLY information service in the industry to provide daily accurate quotes
alongside the buyer’s contact name, delivery basis, company, phone number and, for
email subscribers, live links to their email addresses. Plus, we only list subscribers, so
getting this report could give you exposure to every company in the industry at no
additional cost!
Easy to navigate and inexpensive to use, MetalExchangeDirect.com gives users all the
information they need on the metals commodities markets. In addition to live updates
from the LME and Comex, our web service provides a detailed pricing history for each
contract as well as a daily copper scrap index, news commentaries on metal market
trends, currency conversion rates, futures exchanges from India and Shanghai, and much,
much more.
An annual subscription to the C/B/E is $540 which includes Instant Quote as a value-
added service; Metal Exchange Direct is a separate service costing $450 per year, the
least expensive in the industry. To sign up, fax the included form to 201-802-1888 or
visit www.metalexchangedirect.com Your subscription will begin immediately and we
will bill you at a later time.
Please do not hesitate to contact us with any questions or concerns. Thanks again for your
interest in Peony: The Industry Standard In Scrap Metal Pricing.
Sincerely,
MetalExchangeDirect.com
A Service of Peony Online, Inc.
www.metalexchangedirect.com
info@metalexchangedirect.com
Tel (201) 802-1800
Fax (201) 802-1888