And in today’s environment, when so much communication is virtual, a good equity story is more important than ever.
Here are five tips that we use at Benjamin Ball Associates to help our clients create and improve their equity stories:
A common mistake companies make is to try and get the investor too close to the business. If you share the nuances of why your business is better than your competitors, your story will be complex.
Your story will be better if you can strip it back to the bare essentials from the perspective of the investor. The shorter and clearer your story, the better.
Like a presentation or speech, the more ideas you have in your story, the more you dilute your story. One big idea is more powerful and easier to remember.
How will others repeat your story? If it is easy to repeat and remember, then your story is strong.
If you tell me you have invented the world’s greatest mousetrap, that is not an equity story.
If you tell me why everyone in the world will buy your mousetrap at a premium price; then it is.
Good investor stories have legs. They remain constant over time and adapt (relatively) slowly. If yours needs to change every three months, then your story is tactical not strategic.
Frequently management is too close to the business, or they get distracted by the latest success.
That’s where an outside advisor is so valuable, giving you a dispassionate analysis of what will appeal to investors.
The good news is that a great story can be one of your most valuable sales tools when you are speaking to investors and analysts.
For example, in an IPO, the red thread of your investor story will run through all of your communications.
When raising money for a private company, it’s even more important to get it right.
We help firms and fund managers improve their equity stories.
From small private companies to some of the biggest firms in Europe, we create value wherever we work.
We work on short-sharp projects that add huge value. It does not cost much, and will repay itself many times over. Find out more today.
Tell her what you want and we will help you improve your story to investors.
Benjamin Ball Associates helps clients to pitch, present & persuade.
Over the last 10+ years the award-winning BBA team has supported hundreds of firms globally to present powerfully to investors. We have developed a robust toolbox of techniques that we use to help our clients become clear, confident communicators.
We’ll help you create a powerful first impression that hooks and engages your audience immediately and we’ll coach you to deliver clearly, confidently and with impact.
Speak to Louise on +44 20 7018 0922 or email email@example.com to find out more and discuss your equity story.
Contact us to improve your equity story
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