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Shark Tank venture capitalist Kevin O’Leary recently said, “It’s all about the money, all the time.” O’Leary is right. When you are asking for money from an angel, VC, PE or IPO institutional or individual investor the key message is about how the investor will eventually make money by supporting your company or idea.

On the other hand, you can’t walk into a pitch like Cuba Gooding in Jerry McGuire and shout, “Show (give) me the money.”

Pitching to investors is hard work and fraught with risk. It can make or break a company. The challenge for the actual presentation vs. a written pitch book or slide deck is when you are seeking capital you must prepare and rehearse for a variety of settings – the 10 minute pitch at a bake-off contest, the full 45 minute presentation with Q&A to an investment committee, the one-on-one when the investor just asks questions before you show a single slide.

While there are no foolproof secrets – and you need to be flexible to adapt to the presentation format – if you understand the Triangle of Persuasion, you will increase the odds of a favorable outcome. The Triangle of Persuasion forces you as the presenter to adapt your content within three variables – The Audience, The Stickiness of the Message and your own skills as a Presenter.

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