By John Auckland, TribeFirst.
There are some rules when it comes to developing an investor comms strategy, and from my involvement with over 30 fundraises, I’ve created a system that’s remarkably effective.
There are three essential topics for effective communication with investors and funders:
- How to spot investor hot buttons, and create a core message that brings them on board
- The optimal investor journey
- How to engage investors in-person and online
Investor hot buttons
An investor’s primary objective is to make a return on their investment (ROI), but beneath this motivation are an array of biases – or ‘hot buttons’. Assuming that an investor is just aiming to make money is where most entrepreneurs go wrong. While investors of course want to believe that backing your business will bring them a decent ROI, their trust in you will be triggered by their hot buttons.
For example, if an investor makes regular money from a property investment, they might be interested in investing in a property development business. This way they can diversify their portfolio – their hot button in this case – but through a business model they understand and have faith in.
A hot button is a proposition that chimes with an individual’s worldview, and there are generally two types that you can influence: emotional and rational. Hitting an emotional hot button might involve presenting an environmentally-minded investor with an innovation that protects rainforests. Pushing another hot button may involve offering an investment opportunity to a teetotaller who recognises the soaring craft beer trend. If your investment doesn’t trigger at least one hot button then you’ll have a much harder job.
To locate an investor or funder’s hot button, just have them take a look at your pitch deck and financial model and ask two questions: What stood out to them the most? And, what was their biggest barrier to investment?
Getting answers to both questions will give you a more realistic view. To ensure the answer is genuine, have someone independent ask the questions.
The investor journey
There are some bad practices seen throughout the fundraising industry when it comes to sending information to an investor. You need to ensure the investor sees the information you intend.
For instance, if you send over your Pitch Deck before you’ve had the chance to develop a relationship and tell them about your company, it probably won’t be that impactful.
This is why you need to guide their journey. I’ve put together this handy flow diagram to illustrate the ideal investor journey.
When you connect with a potential investor or funder, whether that be via LinkedIn, an investment website, such as the UK Business Angels Association (UKBAA), or in-person, you’ll first send the prospective investor an executive summary.
This summary will fit on one page (two at a push) and will include:
- The full terms of the deal – the amount you’re seeking and the type (loan, equity, bond, etc.)
- Key information about your business such as the number of employees, projected or actual customer numbers, size of the space, etc.
- The directors and management team
- Your point of difference (which you base on your hot button research)
- Past experience or successes
- Current traction (if you’ve achieved anything)
- Any other key information that’s likely to help them make an investment decision
The investor will review your exec summary and once again ask you to send over your deck. This is a hugely positive signal and a sign you should attempt to initiate a face-to-face meeting, video conference, or failing both of those options, a call.
If you still haven’t sent them your deck, you’ll instead need to send a stripped down version with no text to distract them. You’ll then talk them through your business model and its strengths
Only once you’ve had a successful live interaction with the prospective investor do you leave them with a version of your presentation. The text included should roughly mirror what you said in your meeting, and should feature a full financial model in a spreadsheet. Don’t send them a lengthy text-heavy business plan, they probably won’t read it even if they ask for one!
There are a few key skills you can adopt when meeting with an investor face-to-face or over video conference (and to a lesser degree on the phone). They include:
- Active Listening – While your pitch documents will be fairly fixed by this stage, by listening to the investor you can tailor your presentation towards the areas they are interested in. Always ask them about what they like to invest in before you pitch.
- Identify Their Hot Buttons – You’ll have already identified one or two key highlights of your pitch that are likely to trigger their hot buttons. You’ll have some flexibility with how you frame your points of difference, but it’s better to find out early on if your hot buttons don’t match. It’ll save you a lot of wasted meetings and follow-ups.
- Mirroring – This is a technique where you make someone feel more relaxed by mirroring their body language, which is why face-to-face or video meetings work best.
- Recognising Positive Buying Signals – Closed body language such as folded arms means they’re probably not going to invest. But if you present yourself in a calm but engaging manner, they might then start to instinctively mirror you and open up. Other signals also include asking you more about the numbers, next steps and timescales.
- ABC (Always Be Closing) – Closing involves encouraging your prospective investor to reflect on how interested they are in your idea. Just ask them how they feel, what they like about your opportunity and whether they have any barriers to investing.
Of course, no one can guarantee investment, but if you follow these steps, it will certainly increase your chances of successfully raising funds for your business.
ABOUT THE AUTHOR
John Auckland is a crowdfunding specialist and founder of TribeFirst, a global crowdfunding communications agency that has helped raise in excess of £5m for over 30 companies on platforms such as Crowdcube, Seedrs, Indiegogo and Kickstarter – with a greater than 85% success rate. TribeFirst is the world’s first dedicated marketing communications agency to support equity crowdfunding campaigns and the first in the UK to provide PR and Marketing campaigns on a mainly risk/reward basis.
John is also Virgin StartUp’s crowdfunding trainer and consultant, helping them to run branded workshops, webinars and programmes on crowdfunding. John is passionate about working with start-ups and sees crowdfunding as more than just raising funds – it’s an opportunity to build a loyal tribe of lifelong customers. Web:http://www.tribefirst.co.uk Twitter: @Tribe1st