When we are talking to investors, we are passionate about our product or service. While this is a good thing, it causes us to use language that can be a turnoff to investors. If you are describing how your customers view your product or service, and you respond, “our customer LOVES our tracking software”, it strains your credibility.

Customers don’t “love” software. They love their wife, their husband, their kids, their parents and their pets.

Remember, when investors are talking to you, they are not just evaluating your business, they are evaluating you. They want a leader that has passion but also the judgment to see what is going on around them. They don’t want someone that doesn’t have the perspective to take their money and run with it.  so instead of talking about “love”, say to a potential investor, “We obviously believe in our product but you should talk to our customers and they will tell you.” And if they say they love it, then it is happily ever after.