The Counterintuitive Truth About Capital Raising

You’ve probably heard that “people invest you, then the deal.”

That’s definitely true.

But most capital raisers focus too much on the deal.

• They talk about the market.

• The returns.

• The track record.

• All important stuff.

But none of that creates an emotional bond.

If you want to raise more capital with less resistance, you need to know how to move past small talk and into real connection.

The heart makes the sale, and the brain justifies it.

So you need to learn to speak on a deeper emotional level.

That’s where the Five Levels of Disclosure come in.

Why This Matters

Emotional connection is what drives referrals, loyalty, and long-term investor relationships.

The deeper the trust, the easier it is to raise money.

Talking IRR is okay, but you'll raise a ton more capital when you find out your prospect is using the proceeds to take her kids and grandchildren on a vacation.

And that she's been wanting to do this for 30 years.

Her grandkids call her Mee-maw, and she would be devastated if this trip didn't happen.

Most people either stay too shallow (“How are you?” “Busy day?”).

The next step is usually sharing too much too fast.

The key is learning how to EARN your way deeper.

One level at a time.

What’s Working: The 5 Levels of Disclosure

This comes from interpersonal communication theory.

It’s a roadmap for how people reveal themselves.

It works beautifully in capital raising.

My community members started implementing this strategy in February, and they're seeing big success.

If you want to apply investor psychology to raise more capital with less effort, consider the MoneyMental community.

Here's the link for the waitlist

Let’s break it down:

Level 1: Cliché Conversations

“How’s it going?” “Crazy weather today.”

Safe. Familiar. Surface-level.

Use this to start—but don’t stay here.

Level 2: Facts and Information

“I’ve been investing for 10 years.”

“This is our third deal in Phoenix.”

Still safe, but now you’re establishing some credibility.

This is where most capital raisers stop.

Level 3: Opinions and Ideas

“We believe Phoenix has the strongest long-term upside because…”

“I think most funds overlook this structure, but here’s why we use it.”

This is where investors start leaning in.

Shared opinions build alignment and trust.

Level 4: Personal Experiences and Emotions

“We made some mistakes early on—and it taught us how to protect investor capital at all costs.”

“My mission is tied to my dad losing everything in 2008. I don’t want families to go through that.”

This is where hearts open.

You’re showing not just your logic—but your why.

Authentic vulnerability accelerates connection.

Level 5: Core Beliefs and Values

“If it wasn't for real estate, my family wouldn't have had passive income while I battled kidney disease. It's a blessing everybody deserves.”

“This isn't about wealth for me. This is about teaching my daughter to be be strong and take big risks to reach for her dreams.”

This is the deepest level. The least accessible.

But it’s also the most powerful.

Shared purpose. Shared identity. Shared meaning.

This is what fuels long-term investor relationships.

How to Move Between Levels Without Forcing It

1. You lead the way. Go one step deeper than they do. It signals trust.

2. Mirror and move. If they share a level 3 opinion, paraphrase what you heard, then offer a level 4 story in response.

3. Ask layered questions. Not “What do you do?” Try “What made you choose that path?” Or “What’s been most meaningful about that journey?”

4. Use gentle transitions. “Can I tell you something a little personal?” “This might be a little deep, but…” “I don’t usually share this, but I trust you’ll get it…”

These phrases create safety—and permission.

The Takeaway

People buy with emotion and justify with logic.

If you want to raise more capital, build deeper emotional bonds.

Not with scripts. Not with manipulation.

With real, honest, meaningful conversation.

They’re not just investing in a deal.

They’re investing in themselves.

And the more of you they reveal, the more they trust you.

Chris

Whenever you’re ready, here’s how I help you:

1. Become a $500MM Syndicator

A 1:1 custom experience designed to 3x your capital raising and 10x your assets under management. Train your brain to make success inevitable without sacrificing your personal life.

2. Money Mental Community

Want quick wins and a group of expert peers who are building and working on similar things as you?

This community will find and destroy your limiting beliefs. Reply “group” for details of our next group.