Nothing drives investors more than FOMO – the Fear of Missing Out.

We want to create a bit of FOMO for investors to encourage them to take action sooner rather than later. Most of this comes down to our ability to show we have momentum.

There are 3 ways to demonstrate Traction:

• Revenue. Show that revenue is increasing quickly (think “month over month”) even if the numbers are still small. Going from $1,000 to $2,000 per month in revenue is a 100% increase!
• Customers. Every bit of customer engagement is Traction, from Letters of Intent to beta testers to the first paying customer.
• Commitments. What customers would commit to using the product if it were available? Testimonials and expressions of interest certainly help.

We’ll want to include our most impressive Traction (if we have some) in a single sentence in our intro email. This helps investors know who is moving quickly and who isn’t!