SECRET 2No Investor Will Read Your Business Plan

Investors will not read your business plan for the same reason that book buyers do not first read the book they are interested in buying. What readers “buy,” initially, is the title and the look of the cover; then, if interested, they proceed to the blurbs on the back cover, made up of intriguing praise from various luminaries, or perhaps they might research an online review or two. Then, if piqued to further interest, they might read the summary of the book on the flap of the book jacket, or perhaps even dip a toe into the first few paragraphs of the author’s writing. Then they make up their minds. If you have purchased this book, it is doubtless the familiar pattern you have followed. But reading ...

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