Pitching Investors: It's About You, Not The Slide Deck

By Stephanie Paul

Let’s face it: Pitching potential investors is a remarkable opportunity. It could be your one shot at getting your idea or company off the ground, so you better be appealing, tantalizing, and even provocative.

Think about it like dating. After that initial attraction phase, what makes us want to pursue additional dates is an emotional connection. That means when pitching an investor, you want them to feel your excitement for your product or your company; you want them to be a kindred soul, a believer, even an evangelist by the time you’re done talking. Of course, that sounds a lot simpler than it really is, but again, think about the dating analogy. What are some common qualities we look for in a person when starting a relationship? Are they intelligent and intriguing? Do they have passion for what they do? Do they tell good stories and have a good sense of humor? Do they have a “good heart?” The answers to these questions often lead to our developing a level of trust for a person. Investors are doing the same thing during your pitch; they’re trying to decide if they can trust you and your ideas. And the outcome of that assessment — their financial support — can ultimately make or break your company.