Contrast is one of the six triggers the reptilian brain reacts to, so founders can use it to persuade investors. It works in high-contrast slides, an equity story that compares the world with and without the product, clear differentiation from competitors, varied delivery formats, standing out from others and expert statements that challenge common assumptions.
I love the intersection of neuroscience and pitching/communication. The key to persuading investors is to address their reptilian brains–that part of their brains that reacts intuitively to triggers and makes unconscious decisions. It’s our brain’s autopilot.
We know from Neuromarketing that our reptilian brain reacts to six explicit triggers. We need to know them to persuade investor’s reptilian brains and influence their decisions.
Today, I want to discuss one of the six triggers: Contrast.
Our brain is attracted by contrast or, in other words, clear distinction.
In sales, contrast is used to show a striking difference between a customer’s painful situation and how shiny the world could be with the seller’s product. Think about the before-after photos the fitness industry uses. We also love before-after images of building projects. Visual contrast is also important. Consider, for example, the importance of contrast colors of call-to-action buttons on marketing landing pages.
How to leverage that for pitching:
- Your slides and visuals should have a lot of contrast (not light grey text on a white background).
- The equity story you tell should have lots of contrast: A significant contrast in storytelling is presenting how the world looks today (or in the past) without your product and how it will look with your product (totally different, much brighter, of course). Talking about the huge challenges of your target group and then revealing your solution creates contrast. A clear and strong differentiation you draw between you and your competitors is also a great contrast that will help to get attention from investors’ reptilian brains.
- Draw clear distinctions between you and your competitors. Investors’ reptilian brains hate it when they see a landscape with many competitors and it’s not crystal-clear what makes the startup they are looking at different. This can make a startup quickly look like a commodity. What are your USPs and Moats? The real ones do not just have some more features. What is special about you? What our reptilian brains like are distinguishing statements like: “We are the leading (…) for/in (…)” (if you have proof points for that), “Our (…) is unique”, “We are globally the only ones who (…)“, “We’re top rated in (…)“, etc.
- Build contrast into your pitch delivery by leveraging different delivery formats: instead of presenting monotonously from the beginning until the end, bring in some variety by, for example, showing an engaging video or demo, by letting VCs read a testimonial (makes their mode change from “lean-back listening” to “lean-forward reading”), asking them a question and also by varying your tone of voice.
- Stand out! Do things that differentiate you from all the others–creating a strong contrast between you and them. Make/show something unexpected, be creative, be different. Contrarian views could be a great way to stand out–do you have a provocative, “against the common sense” view of your industry? What distinguishes your perspective from the others in the market?
- Show that you’re an expert in your industry, domain, and topic by providing statements that differentiate you from the common sense and what all others say and think. Challenge common assumptions (e.g. “Everyone is talking about X, but nobody understand that the root cause is Y”). Stress that you have a unique approach in the market. Provide surprising insights. Create contrast by showing that you know things others don’t.
Frequently asked questions
Why does contrast work when pitching to investors?
Contrast is one of six triggers the reptilian brain reacts to. That part of the brain reacts intuitively and makes unconscious decisions, and it is attracted by clear distinction.
How can I use contrast in my equity story?
Present how the world looks today without your product and how it will look with it. Talking about the huge challenges of your target group and then revealing your solution also creates contrast.
How do I differentiate my startup from competitors in a pitch?
Draw clear distinctions and name your real USPs and moats, not just a few more features. Investors dislike a crowded landscape where it is unclear what makes the startup different, because it can quickly look like a commodity.
How can I build contrast into my pitch delivery?
Vary the delivery format instead of presenting monotonously: show an engaging video or demo, let VCs read a testimonial, ask them a question and vary your tone of voice.
