I once read a satirical article on how to market a stock newsletter successfully. It goes something like this:
Take 1,000 free subscribers. Split them into two groups. For 500 of them, make a bold declaration that Company X's earnings will be so disastrous, its stock price will crash at least 5% overnight; to the other 500 subscribers, declare that Company X's result will be so wonderful, its stock price will rise at least 5% overnight.
If Company X's earnings proves disastrous and its stock price crashes at least 5% overnight, take the 500 subscribers who received your accurate forecast, split them into two groups again. To 250 of them, declare that Company Y's earnings will be so disastrous, its stock price will crash at least 5% overnight; to the other 250 subscribers, declare that Company Y's result will be so wonderful, its stock price will rise at least 5% overnight....