Before we start, I have one request. Could everybody please reply to this email and let me know where in your inbox you received this email (primary, updates, promotions, socials, newsletters, spam, etc.)? Everyone who replies will be sent a link to get my Deal Process guide, a step-by-step guide for running your fundraising round.
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Overview
This framework is the best pitching framework for raising money. This is what it accomplishes:
- Tells investors the lens through which to view your company.
- Tells them a great story about a real problem that you are solving.
- Gives them a chance to join you in solving the problem to build a better future.
- Ensures that you have high social status when you ask for money.
- Creates FOMO, so investors are quick to say yes and invest in your company!
Frame The Perspective
The purpose of a pitch is to show your value.
Problem? Value changes depending on perspective.
I was recently talking to a company selling healthier alternative milk. Their problem, many VCs are men who drink real milk, and starting to talk about alternative milk would be a non-starter. Simply adding a sentence at the start saying:
"for health-conscious 19-40-year-old women..."
It will significantly improve their pitch by telling investors how to interpret their company.
Open The Narrative
A narrative is key to success in any pitch. Without it, you'll struggle to satisfy the Survival Brain. 99% of the time, this results in rejection.
If you are unsure what I mean by Survival Brain, click here.
You need a strong narrative with a character people love (you/your company) fighting a villain people can hate (the problem), leading to a better future for everyone.
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Calm The Survival Brain
To avoid a fight, flight or freeze response from the investors (the same way you react when a telemarketer calls or something tries to sell something on the street), you need to calm their survival brain.
The easiest way to do this is to get their survival brain buying into your narrative, take it on a journey and at the end of the narrative, give them a chance to join you in fighting the villain.
Tell their brain they should be scared of the villain but that you are their friend, you are here to fight the villain alongside them.
Uplift Social Status
After you tell your story, your social status is low. It's a widely accepted social custom to let others talk when you finish telling a story.
Even comedians often shift to a conversational tone after a story because society expects it.
Most founders make the mistake of finishing their story and then immediately asking for money. This is a horrible idea; you are asking when your value is low. Instead, uplift your social status by doing one of these things:
- Product Demonstration
- Introduce Key Team Members
- Reposition Yourself As the Prize
Showcase The Offer
Finally, don't just ask for money; make sure that you showcase the offer and use trend stacking (Guide Here) to create FOMO around your offer.
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LegalPreneurship will help you make better business decisions and understand legal issues. Unfortunately, it doesn't replace the time-consuming and expensive legal grunt work like contract drafting. To help you with that, I am developing software that will help you avoid unnecessary legal fees.
Click Here to access a Google Drive file with 30+ legal templates I have written personally. No catch; they are 100% free to take, copy and adapt.
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This newsletter is not legal, financial, or tax advice. Please consult an attorney before making any legal decisions, a financial advisor before making investment decisions and a tax specialist for any tax matters. I make no representations and take no responsibility for the actions you take based on this information.
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© 2023 Gill Commerce Ltd.
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