A significant percentage of investor decisions to progress to the next stage of their journey are not based on facts and logic, but are based on emotions and impressions. The emotional appeal must be just as good as the facts.
Use emotional / irrational appeal with impressions and messages. Design, imagery and style are key for about half of investors in early phases. Details, facts and numbers come later.
Make sure the website home page says what we do, and can be easily understood, within a few seconds. Remind visitors on subsequent pages.
The style should be confident, approachable, knowledgeable and current. Make it better than expected. Have great messages, deliver them well. Have a powerful investment proposition, clearly presented. Use images, videos, infographics, maps and thumbnails to reinforce messages. Include image / video galleries.
Make your social media posts informative, easy to read, and interesting. They should use the same or similar style as the corporate website.
Make messages great, deliver them well. Have a powerful investment proposition, clearly presented.
Avoid clichés, corporate speak, motherhood and meaningless trendy icons.
Here are IRM’s top three hints for being better at appealing to investors:
Subject | Suggestion |
Site Design |
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Hero Images and tag lines |
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Home Page Features |
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A full review from IRM will identify and discuss more than 10 additional aspects of how to Appeal to investors.