Don’t forget the emotion.

My friends company got investment recently. They said initially they sent out their deck to investors with about 20 slides in. After a while they reduced it to 5 slides but included a cover letter with the story of the company on. This made much more interest. And the cover letter made a big difference as it was that that the investors remembered. It contained the emotion. People engage with emotions. I found this before with my About Us page article. When I made it more salesy, people stopped buying. I was actually turning them off our company by miss-using the page for anything other than what it should be used for- building emotion and a compelling story about our brand.

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