Before you can sell anything to anybody, you need to know it inside and out. You need to have a deep understanding of what it is, how it works, and why people need it. It’s also extremely important to research the background of the people that you’re pitching to and understand the context as well. “Every angel investor or venture capital firm usually has some sort of specialty or preference when it comes to the industry and companies that they invest in,” says John Rampton, CEO of Adogy, a company that helps founders with their pitches. “Understanding who they are and what they’re into will help you create a pitch just for them. “

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