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How to use stories for more persuasive Private Equity pitches

March 1, 2016

Why use stories in your Private Equity pitches?

Stories appeal to the right-hand side of the brain, bypassing the logical and judgemental left-hand side. We make decisions quickly and emotionally, then try to back them up rationally. Using stories in your private equity pitches gives you access to that emotional decision-making centre.

As Maya Angelou said, people will forget what you say and do, but they will never forget how you make them feel. Data is hard to remember, but emotions stay with us.

That’s why Budweiser’s puppy adoption advert became the most shared of all SuperBowl ads. It tugged unashamedly at people’s heartstrings by telling a powerful story. Facts get forgotten; stories get repeated.

Using stories to become more persuasive in your private equity pitches

What stories could you tell in your Private Equity pitches?

You almost certainly already have stories you could tell about your fund, but you might not be using them yet.

Are you listing out your accomplishments as bullet points? Select the most impressive achievements of your team and your fund and turn the details from cold facts into unique, memorable stories such as:

  • The story of how you saved a company that was on the brink of bankruptcy.
  • The story of how you transformed a company and sold it at a record high price.
  • The story of the management team who developed confidence under your guidance.

Relive the stories as you tell them, conveying how it felt and what it meant to you and the impact your actions had on the companies in your portfolio.

The investors will connect more emotionally with you, understand your fund better and are more likely to remember you.

What’s your story?

If you aren’t sure what stories to use, or how to use them, we can help.

At Benjamin Ball Associates, we work with private equity funds such as Permira, Deutsches PE and Frog Capital to help them impress investors, as well as working with portfolio companies. Our expertise in crafting narratives and coaching for persuasive pitches ensures we deliver fast, effective results.

Call Louise on 020 7193 0130 or email louise@nullbenjaminball.com to find out more.

Video: How Private Equity Funds can pitch, present and persuade more effectively

Paul Farrow is a Partner at Benjamin Ball Associates. In this video from SuperReturn US East, Paul discusses the common mistakes made by Private Equity funds when communicating with potential investors. He reveals the unexpected personality trait that investors look for in fund managers, and why LPs don’t want to ‘be taken through your pitch presentation’. He shares essential advice that will improve your fund’s messaging, help you stand out and impress prospective investors. Click the play button below to watch:

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“This training has contributed directly to new business – including a new FTSE100 client.”

Michelle Elstein Head of Business Development, Olswang LLP


“BBA transformed our pitch into a compelling investment narrative. They undoubtedly helped us secure Sky TV as an investor.””

Gerry Bastable  Director, Blast Films