Pitching investors in person and online is a skill one can learn. Here are some key steps in reaching out to potential investors through email to pitch your deal.
Choose investor prospects carefully – don’t spam an entire list but rather use lists to research and identify qualified candidates.
Indicate why you are reaching out to them—show why that person and company could be interested in your deal. This could be based on a past investment, a network connection, or a group affiliation. A
Show your connection to the reader – finding a common connection will greatly improve your chance of a response so it’s worth looking for someone who can make an introduction.
Show the problem you solve, the solution you offer and the market you target—do this in one or two sentences and not one or two pages of text.
Show indications of traction—show 3 to 5 examples of traction such as leads generated, sales closed, number of clients in the program, etc.
Introduce yourself and show social proof – there’s a tendency to start the email with this information but showing your position in the community and credibility comes after you have established a relevance to the investor.
Close with a one sentence ask—make clear what you want next such as a conference call, a meeting, advice, etc.
Also remember these following points:
Write in a conversational but business-style tone
Keep it short and to the point and svoid extremely long blocks of text
Use numbers to make your pitch stronger as it shows specificity
Remember to attach the executive summary or pitch deck.