We would like to
thank the local libraries, schools, and universities for recommending students
to visit us when doing research on any of our information topics.
Please check back frequently as new topics are added and current topics are
Business Plan Appeal - Five Rules For Writing Attention
The success of a business plan stands or falls on its ability
to get potential investors to take a moment to read it. Nothing
works better for doing this than well-written headlines designed
to interrupt and engage investors. Here are five fundamental
rules for writing and incorporating headlines into your business
- More important than anything else, try to get investors'
self-interests into every headline you write. Make your
headlines suggest to investors that there is something about
your business plan or venture they want. This rule seems so
obvious. Yet, absent omitting headlines entirely, it is the
rule most often violated. Replace overused one word headings
like "Company", "Products", "Market", Financials" with
headlines that appeal to investors' self-interests like making
money, protecting their investment, or building trust.
- Be sure to get news worthy information like new products,
new uses for old products, or technological breakthroughs into
your headlines whenever possible.
- Avoid "curiosity" headlines. Marketing and advertising
professionals have proven through testing and experience that
the effectiveness of the average curiosity headline is, at
best, doubtful. For every curiosity headline that succeeds in
getting an investor to read further, a dozen will fail.
Instead, combine curiosity with news or self-interest to create
a single, more compelling headline capable of drawing investors
into your plan.
- Take a positive angle with your headlines. Avoid headlines
that paint gloomy or negative pictures of your business venture
or markets. For example, if you are targeting a market with
millions of suffers, emphasize in your headlines how the
business venture can benefit them.
- Demonstrate through your headlines that here is a business
plan that will generate results and is backed by evidence. Let
your headlines educate investors about the opportunity, risks,
and the available options.
Of course it goes without saying that in using any of these
rules be sure to make your headline believable. In most cases,
"too good to be true" headlines will not draw experienced
investors into your plan.
Mike Elia is a chief financial officer and an advisor to
venture capitalists and leverage buyout specialists. His business
"Business Plan Secrets Revealed" shows how to make your
business the most appealing investment choice to venture
capitalist, bankers, and other business investors. For his free
business plan guide visit
MORE RESOURCES updated Sun. March / 18 / 2018
could not open XML input