How to Engage with Investors (Without Shooting Yourself in the Foot)
Raising investment is already hard enough. Don’t make it harder by committing the same rookie mistakes that make investors roll their eyes.
Whether you’re a startup founder or a business owner looking to scale, here’s a no-nonsense guide to standing out for the right reasons.
1️⃣ Do your research
Not all money is good money.
Find investors who actually understand your space and stage. Pitching your manufacturing startup to a beauty-tech fund? Waste of time for everyone.
Read their portfolio, understand what they’ve backed before, and reference it when you reach out. It shows respect — and it instantly puts you in the top 10% of founders who actually do their homework.
2️⃣ Be intentional about outreachSpraying and praying doesn’t work.
Mass-blasting every investor email you can find isn’t a strategy — it’s spam.
Warm intros are gold, but even cold outreach can work if you’ve taken the time to personalise it. Show that you know who they are, why they’re relevant, and how your business fits their investment thesis.
It’s always quality over quantity.
3️⃣ Build a relationship, not a transactionAn investor isn’t an ATM. They’re a long-term partner.
I spoke to a high-net-worth investor last week who said he’s constantly treated like a bag of money. Founders pitch without caring who he is or what value he can add beyond cash.
Truth is, investors bring advice, networks, and experience that money can’t buy. If all you care about is their cheque, they’ll sense it instantly.
Even if someone says no now, a respectful and authentic relationship might mean a “yes” next time — or an introduction that changes your fundraising journey.
4️⃣ Know your numbersFew things kill confidence faster than a founder who can’t explain their own financials.
You don’t need to recite a 20-tab spreadsheet, but you must understand your burn rate, runway, CAC, and projections.
“I’ll get back to you” is fine once. Not every time.
5️⃣ Only raise what you needMore money sounds glamorous — until it bloats your cap table or pressures you to grow too fast.
Calculate what you actually need to hit your next milestone, add a small buffer, and raise that.
Investors love discipline. Raising less and executing better will impress them far more than chasing a vanity valuation.
6️⃣ Manage your emotionsFundraising is a rollercoaster.
One minute you’re sure an investor’s in, the next they ghost you. Stay level-headed. Don’t get defensive, desperate, or arrogant.
Investors are always watching for resilience. If you crumble under mild pressure, they’ll assume you’ll collapse under real pressure later.
7️⃣ Be authenticInvestors have sharp BS detectors.
If you try to play a role or oversell yourself, they’ll feel it instantly. Be honest, be excited, and admit what you don’t know. Transparency builds trust faster than pretending to have all the answers.
8️⃣ Follow throughIf you promise to send something — do it.
Investors judge reliability from the smallest signals. A founder who follows up exactly when they said they would is 10x more memorable than the one who forgets.
Professionalism compounds.
9️⃣ Ditch the NDAs and patent rantsStop asking investors to sign NDAs — they won’t. It screams “inexperienced.”
And please, don’t lead with your patent portfolio. Execution and traction matter far more than intellectual property at early stages.
Save the IP details for due diligence when things get serious.
🔟 Expect ‘no’ — and move onRejection is part of the game.
Most investors will pass for reasons unrelated to your idea. Don’t take it personally, don’t argue, and don’t sulk.
You don’t need everyone to say yes — just a few of the right people.
🚫 Don’t fake FOMO
Trying to bluff about having multiple offers? Dangerous game. Investors talk.
Be honest about where you are in the process. Creating genuine urgency is fine. Manipulating people is not.
Call out bad behaviour
Some investors cross the line. If something feels off, walk away.
No deal is worth your self-respect or sanity. There are plenty of ethical investors who’ll respect your boundaries.
The bottom line
Fundraising isn’t about chasing cheques. It’s about building relationships — based on honesty, discipline, and trust.
Be prepared. Be yourself. Deliver on promises. And don’t let the rejections break your rhythm.
Do that, and you’ll already be ahead of most founders fumbling their way through.
👉 Want more practical fundraising insights like this?
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