If they don’t choose you, it’s probably this
The 4 subconscious tests every investor runs before hiring you
I’m reading The Brand Called You by Peter Montoya, and in Chapter 2 he shares the four levels of brand response every prospect goes through before choosing you.
It’s not just about being good.
It’s about helping investors subconsciously check four boxes:
Awareness – Do they even know you exist?
Affinity – Do they like you? Do they feel like you “get” them?
U…