How do you make your investment pitch more memorable? It’s a real challenge these days. Investors have more opportunities than ever to invest. So if you are pitching to investors, it’s much harder to stand out.
One essential strategy you want to deploy when pitching is to be more memorable. If you are memorable (for the right reasons) you increase your chances of progressing beyond “just a first meeting”.
According to US Professors Chip and Dan Heath*, there are six essential attributes to becoming memorable. If your investment pitch demonstrates these six characteristics, you increase the chances of raising the money you want.
Much of the work we do at BBA is to help funds and businesses craft their investment propositions so that they are memorable and therefore more investable.
If it’s easy to explain, it’s easy to remember. But complexity is easy; achieving simplicity is hard. One challenge when raising money is to strip back your investment proposition to its bare essentials. If you are too complex you become forgettable.
DON’T BE BORING. If your pitch sounds just like everyone else’s, you’ll be forgotten quickly. Instead, intrigue us and appeal to our natural curiosity. Is there something counter-intuitive about your approach? Get investors thinking (but not too hard) and they are more likely to remember you.
If your business plan has you with ‘just’ a 5% share of a $50bn market in 5 years, you’ll lack credibility. Help us believe. Show (don’t tell) what you have done, what you are doing and what you will do so that we can all have faith in you. This rule also applies to your pitch book: check your private equity pitch book for investor-readiness against our six tests here.
When Steve Jobs launched the iPod he talked about “1,000 songs in your pocket”. That was concrete. No MB, no Hz, no bit rates, no hard drives. You can do the same – even with the most obscure hedge fund strategy.
In the logical investment world, it’s easy to forget the critical role that emotions play when making decisions. If our gut says yes, then we may well take a second look, even if uncertainties remain. How do you harness emotions? You can use stories, appeals to greater things and make it personal. For example: do you offer investment returns, or do you offer security in retirement.
Facts get forgotten; stories get repeated. Turn your pitch into a story. Tell stories within your pitch. Get away from the dull “deep” dive into detail on every page and instead help us understand the big picture. Then you can fill in the details where we need them.
Make my pitch more memorable
Of course, being memorable is one of the tools in your fundraising arsenal. There are seven others which are equally important for successful fundraising. Our new eBook, Standing Out with Investors, sets out all the elements of a successful PE Fund or VC pitch through a series of questions. Each question will help you identify whether that element is a current strength for you, or an area for improvement.
The eBook is also full of practical tips, advice and feedback from LPs, and will help you make immediate improvements to your investor pitches and meetings. Download it for free here.
If you want help transforming your investment proposition into something more memorable, get in touch. Speak to one of our expert advisors about how we can help you become more memorable and therefore more investable.Email Louise or call her on +44 (0)20 7018 0922 to book an initial chat with a member of our team.
You may also be interested in our Little Green Book for Private Equity Fund Managers. This short guide details what we do at each stage of the process and how we can help you overcome your challenges with investors.
Make my pitch more memorable
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:
*Made to Stick, Chip and Dan Heath, 2007, Random House
Fundraising presentations are hard work. You're bombarded with challenging questions from investors, worn out by long days, and struggling to...
Investment decision-making is not totally rational. Are you using all the tools at your disposal to create and deliver persuasive...
Do your public speaking skills inspire, motivate and influence others? They should. Many leaders are nervous of public speaking. Some...
A great investor pitch book is at the heart of successful fundraising. It should capture the essence of your business...
Better Body Language We all know that body language is important in business. But how important? And does is really...
How can you be seen as a top 1% fund by investors? At SuperReturn Emerging Markets in Amsterdam, experienced LPs...
A great elevator pitch is an essential part of your toolkit Last month I chaired the Quickfire Showcase at Berlin’s...
Better Media Interviews The excruciating Newsnight interview with Treasury Minister Chloe Smith this summer is just one example of how poor preparation...
These days, we are writing more than ever. That means it’s harder than ever to grab attention. Your readers have...
When an investor questions how you calculated your Private Equity fund's performance, how do you react? If an investor asks...
How do you choose a public speaking coach? When selecting a public speaking coach or presentation trainer, you want to work...
How To Harness Powerful Language For Leadership Communications Great leaders use Power Language to add interest and colour to even...
When you put your talk or presentation together, how do you decide what to include and what to leave out? Use...
What do LPs want from private equity funds at first investor meetings? That's the question I put to the panel...
While we wrote this piece with our Private Equity clients in mind, there are good lessons here for anyone pitching...
Do you want to give high impact talks and presentations? Do you want to engage your audience? And do you want...
Leaders use storytelling so that audiences listen, remember and act on what they say. In fact, stories are “the single...
How do you make your investment pitch more memorable? It's a real challenge these days. Investors have more opportunities than ever...
Your leadership talks need to be persuasive As a leader, every talk or presentation you give is an exercise in persuasion....
A well-crafted private equity pitch book can make the difference between securing a first meeting with investors and getting a...
Review our top coaching, advice and training programmes.
“The new presentation properly represents the institutional quality of our fund. It has been a step change of us.”
Erwin de Kleijn Head of IR, Saemor Capital
“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