Learn how to avoid six common persuasion mistakes that founders make, and how to improve your persuasion skills for your startup.

For me, the most dangerous mistake is to invest time and resources into a 'dead' idea. Often, founders harbour a misconception that a good product must include many features. They spend months to development, only to realise, at the end, that there is no niche or market for their product, or that the problem they are trying to solve does not exist, or simply, no one is willing to pay. Therefore, the most crucial metric is the time-to-market. If you are able to validate your hypothesis within 2 weeks, you can test 26 hypotheses a year. In contrast, if it takes you 4 months to validate one hypothesis, you will only be able to assess 3 hypotheses a year. Statistical evidence suggests the former course presents a better chance for success.

What are common persuasion mistakes that founders make?

As a founder, you need to persuade different stakeholders to support your startup, such as investors, customers, partners, and employees. However, persuasion is not just about presenting facts and figures, but also about understanding the emotions, motivations, and values of your audience. In this article, we will discuss some common persuasion mistakes that founders make, and how to avoid them.

1 Mistake 1: Not knowing your audience

One of the biggest mistakes that founders make is not doing enough research on their audience before pitching or selling. You cannot persuade someone if you don't know what they care about, what they need, what they fear, and what they expect from you. Therefore, you should always try to learn as much as you can about your audience, such as their background, goals, challenges, preferences, and objections. This will help you tailor your message, tone, and style to their specific situation and needs.

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Aakash A.

Marketing and Communications Expert | Crafting Compelling Campaigns for Success
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Founders sometimes want to push things without caterting to the actual needs of the audience they want to cater. If something is ready with them, they do not go ahead and sit and analuze calmly about how and why will the potential customer cone out of his inertia and choose to switch to their product. Also, putting up in your customer shoes is something which lacks at times.

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2 Mistake 2: Not telling a story

Another common mistake that founders make is not telling a compelling story that connects with their audience emotionally. People are more likely to remember and act on stories than on facts and figures, because stories engage their imagination, emotions, and values. Therefore, you should always try to craft a story that shows how your startup solves a real problem, how it impacts people's lives, and how it aligns with your audience's vision and values. This will help you create a memorable and meaningful impression, and inspire your audience to take action.

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Aakash A.

Marketing and Communications Expert | Crafting Compelling Campaigns for Success
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More often than not, the story marketing guy is the one they want to pay the least and put more efforts and finances to the tech team. Peraonally witnessed this in my previous ventures. They think that story and marketing is all simply put - string of words and anyone can write it. They absolutely pay zero or no focus to the origin story of a brand and rather discourage people who want to create a story for theit brand to focus their atrention to measurable goals rather than a memorable story.

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3 Mistake 3: Not showing credibility

A third common mistake that founders make is not showing enough credibility and authority to their audience. You cannot persuade someone if they don't trust you, respect you, or believe you. Therefore, you should always try to demonstrate your credibility and authority by providing evidence, testimonials, endorsements, awards, or credentials that support your claims and show your expertise, experience, and reputation. This will help you build trust, confidence, and legitimacy with your audience.

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4 Mistake 4: Not addressing objections

A fourth common mistake that founders make is not addressing the potential objections or concerns that their audience might have. You cannot persuade someone if they have doubts, questions, or fears that prevent them from taking action. Therefore, you should always try to anticipate and address the possible objections or concerns that your audience might have, such as cost, risk, competition, or implementation. This will help you overcome their resistance, provide reassurance, and show your value proposition.

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5 Mistake 5: Not asking for action

A fifth common mistake that founders make is not asking for a clear and specific action from their audience. You cannot persuade someone if you don't tell them what you want them to do, how to do it, and why to do it. Therefore, you should always try to end your pitch or sales with a clear and specific call to action that tells your audience what you want them to do next, how they can do it, and what benefits they will get from doing it. This will help you create urgency, motivation, and direction for your audience.

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6 Mistake 6: Not following up

A sixth common mistake that founders make is not following up with their audience after the pitch or sale. You cannot persuade someone if you don't maintain the relationship, reinforce the message, and provide support. Therefore, you should always try to follow up with your audience after the pitch or sale, by sending a thank you note, a reminder, a feedback request, or an offer of help. This will help you show your appreciation, interest, and commitment, and increase the chances of getting a positive response or a referral.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Evgeny Smirnov

Founder & CEO of Startup Launcher | PhD
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For me, the most dangerous mistake is to invest time and resources into a 'dead' idea. Often, founders harbour a misconception that a good product must include many features. They spend months to development, only to realise, at the end, that there is no niche or market for their product, or that the problem they are trying to solve does not exist, or simply, no one is willing to pay. Therefore, the most crucial metric is the time-to-market. If you are able to validate your hypothesis within 2 weeks, you can test 26 hypotheses a year. In contrast, if it takes you 4 months to validate one hypothesis, you will only be able to assess 3 hypotheses a year. Statistical evidence suggests the former course presents a better chance for success.

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What are common persuasion mistakes that founders make?

1

2

3

4

5

6

7

1 Mistake 1: Not knowing your audience

2 Mistake 2: Not telling a story

3 Mistake 3: Not showing credibility

4 Mistake 4: Not addressing objections

5 Mistake 5: Not asking for action

6 Mistake 6: Not following up

7 Here’s what else to consider

Startup Development

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What are common persuasion mistakes that founders make?

1

2

3

4

5

6

7

1 Mistake 1: Not knowing your audience

2 Mistake 2: Not telling a story

3 Mistake 3: Not showing credibility

4 Mistake 4: Not addressing objections

5 Mistake 5: Not asking for action

6 Mistake 6: Not following up

7 Here’s what else to consider

Startup Development

Rate this article

Thanks for your feedback

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