5 practical tips on pitching for investment: Start a conversation

Last week’s post gave tips persuade without pitching in a traditional way. Here are 5 more that have helped my clients raise millions of pounds, dollars, and euros:

1. Structure is your best friend. Because you build your company every day, you know your subject. So create a headlines for each topic you want to cover, and you can fill each section as you go. Nerves are less of an issue because you will never forget your lines — you have no lines. People prefer when you talk off the cuff anyway, but make sure you’re organised according to how your listener is listening.
2. Successful discussions about your company are 95% practice and 5% inspiration. The legendary Max Roach said that improvisation is only possible if you know how far you can go out to unfamiliar territory before you have to come back to solid ground. Before every meeting, you’ll have something new success or issue to discuss. Know your structure, and you can discuss whatever new successes without ending up in a corner.
3. Get rid of jargon. Your ideal listener when practicing is, among other things, a well-educated baker with money to invest. You have no idea what she knows and doesn’t know, so make her feel smart. Remember that TED talks are so engaging precisely because they explore very high-level topics in everyday language.
4. No one was ever persuaded by data. People are persuaded by the way they feel about data. It’s the reason your structure and story are so important. Choose your numbers with well-articulated purpose.
5. The difference between a list and a story is transitions. Show your listener where you’re going and why she or he cares before you get there. Don’t make him or her trust you to deliver a worthwhile punchline because attention will wander.

Please keep in touch, and let me know what works for you. More in another post.