Professor Jeffrey Lant’s Rule of 7

This principle suggests that a prospect needs to see or hear your marketing message at least seven times before they take action and buy from you. The idea is that repeated exposure helps break through the noise and clutter of competing messages, making your brand more familiar and trustworthy to the consumer.

In the 30’s, Claude Hopkins, a pioneer in advertising, believed that it took around 20 exposures to an advertisement before a consumer takes action. This principle emphasizes the importance of frequency in advertising, suggesting that

repeated exposure is necessary to persuade a consumer (aka: investor) to purchase (aka: invest) a product (aka: into a company).

Regarding the exposure frequency of luxury brands like Rolex or Hermès, we would all agree that we see them several thousand times per year. These brands employ a strategy of high-frequency, high-quality exposure across various platforms. This includes advertisements in premium magazines, sponsorships of high-profile events, celebrity endorsements, and a strong presence in exclusive retail locations. The strategy is to create an aura of exclusivity and prestige, ensuring that each exposure is impactful and reinforces the brand's image of luxury and quality.

This persistent visibility is a delicate dance of 'pull and push' - a strategy that intertwines the art of attracting attention while actively reaching out. In the upcoming sections, i'll explore 20 touchpoints that can effectively place your start-up on the investor's radar. These methods range from the straightforward to the more intricate, each playing a crucial role in ensuring your venture doesn't just pass through but resonates deeply within the investor's cortex. Some touchpoints are more effective than others, combining them is what counts.

1. Peer Group Introduction: Being introduced by a respected peer group investor or a well-known figure in the industry.
2. Networking Events: Attending industry-specific events, conferences, and seminars where investors are present.
3. Alumni Connections: Leveraging alumni networks from prestigious universities or business schools.
4. LinkedIn Outreach: Utilizing LinkedIn to connect, with a focus on personalized, value-driven messages.
5. Referral from Portfolio Companies: Getting a referral from CEOs or founders of companies already in the investor's portfolio.
6. Industry Forums and Panels: Participating in or attending industry forums and panel discussions.
7. Product testing: Getting investors to experience your product.
8. Direct Email Pitch: Crafting a compelling and concise email pitch directly to the investor.
9. Social Media Engagement: Engaging with investor on platforms like Twitter, where many share insights and industry news.
10. Startup Competitions: Participating in startup competitions or pitch events where investors are judges or observers.
11. Webinars and Online Events: Attending or speaking at relevant webinars and online industry events.
12. Cold Calling: Directly calling the investor firm or specific investors, though this requires a strong value proposition.
13. Blogging and Thought Leadership: Establishing yourself as a thought leader through blogging or publishing insightful articles.
14. Media Features: Gaining visibility through features in reputable industry publications or media outlets.
15. Crowdfunding Platforms: Gaining traction and visibility through successful crowdfunding campaigns.
16. Advisory Board Members: Utilizing connections from your advisory board who have investor contacts.
17. Partnership Announcements: Leveraging news of significant partnerships or client acquisitions to attract investor interest.
18. Industry-specific Online Communities and associations: Active participation in online communities and forums related to your sector.
19. Client testimonials: if people are buying your product and that word of mouth is spreading, you need to be vocal about it with investors.
20. Outreach through an intermediary: Engaging an intermediary or broker to reach-out to investors on your behalf. This is what I do while considering all of the above.

Each of these methods requires a tailored approach, considering the unique aspects of your business and the interests of the potential investors. Remember, persistence and a well-crafted strategy are key in capturing the attention of venture capital investors.