Capital raising topics

Investor psychology and trust

Meeting in person raised closing rates 16 times in studies of normal sales transactions. Richard C. Wilson has studied influence and persuasion since 2004, and he says talking in person is 16 times more effective than LinkedIn, Zoom or email. Chip said that after raising $7 billion over 40 years, he still approaches 300 plus investors to find 10 or 15 who invest. This hub collects videos, a guide and an answer on how investors decide whether to trust a pitch.

Attention is short. One guest says attention spans are about 8 seconds and dwindling, and investors may be reviewing 20 to 30 other projects across different regions and countries. Richard receives about 4 to 12 voicemails per day and listens to the first sentence of every one. A related answer explains why investors say maybe instead of a clear no. A maybe needs no decision and no work. It often means the investor does not yet trust the pitch enough to commit.

9 videos, 1 question and 1 guide on this topic.

Guides

• How to Read an Investor's Buying Psychology Before You PitchMost people walk into an investor meeting and start talking.

Videos with summaries and takeaways

• How to Ethically Persuade Investors and Close More DealsInfluence is simply getting people to say yes, according to Richard C.
• How to Define Your Investor Demographic TargetRichard C.
• Inside a Multi-Family Office: Partners, Lending, Next-GenSahil runs a multi-family office in Los Angeles and manages capital for clients around the world.
• Raise Capital Faster in 2026: Relationships and Event ROIRelationships matter about twice as much as the merits of a deal, according to Richard C.
• The Top Red Flag in Investor Pitches, per Family OfficesSecrecy about where a family's wealth came from is a red flag, according to Richard C.
• Family Office Thinking, Mindset and Adding Value to InvestorsRichard C.
• How to Pitch Investors and Work With International CapitalA panel talk at a Family Office Club event opens with a simple point.
• The One Thing Investors Look for Before Writing a CheckPanelists at a Family Office Club event were asked for the one factor that would make them say yes to an investment.
• What Investors Look for in the People They BackInvestors want to work with the highest quality person in the room, not the person with the best deal or the highest promised returns.

Questions answered

• Why do investors say maybe instead of a clear no?A maybe is the easiest answer for a busy investor to give.
• What should I check before accepting money from a private investor?Before accepting money from a private investor, I check whether the investor understands the opportunity, whether expectations fit the proposed relationship, and whether the business is ready for scrutiny.
• How do I find high-net-worth investors for my business?Start by identifying the high-net-worth investors who are most likely to understand your business and have a reason to pay attention to it.
• What is a high-net-worth investor?A high-net-worth investor is an individual with substantial financial resources who may consider investing private capital.
• How do private investors invest in startups?Private investors invest in startups when the opportunity fits their interests, experience, and goals, and they understand the people and business behind it.

Tools for this topic

• One-liner builder
• Investor meeting follow-up checklist

Common questions