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• Tell great stories. People are trained to resist a sales pitch, but no one can resist a good story. Let’s say you’re trying to get money to fund your software company. Tell a story about how the prospective investor’s life will change when you bring the product to market: “Imagine that a year from now you’ll come to work and use this software to do in five minutes what now takes you 45 minutes. I don’t know what that would do to your life, but in all our test markets or pilot programs, people tell us...” Then add more stories.
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