The “No Brainer”.

     Avoid clichés in your proposals. They will rarely sell the deal and have the potential to do great harm.

      My all-time least favorite term might be the “no brainer”. When you call your deal a “no brainer” are you saying that it is so good that it doesn’t require an investor or a lender to evaluate it? They should just trust you? Really? There is no deal that good.

     Are you saying that your deal is so good that if I do not agree and participate immediately that I am not very bright? That could be taken as insulting. Do you want to insult someone you don’t know who may be in a position to help you? Do you want to insult someone who speaks to other people in your market who may be in a position to help you?

     If I see this term and have other deals on my desk I may not get around to evaluating yours. It may be rejected on first glance. If I do have time to look at it I may not bother to get back to you with my questions if I think you have presented your proposal in a rude or condescending manner. I prefer to work with people whom I like and use of this term is a sign that we may not be compatible. In fact, when I see this term used, especially if it is used repeatedly, I may not get around to looking at any deals you present in the future.

     The odds are quite small that your proposal is the best one that your target audience has ever seen—it may not even be the best one they have seen that day. It will probably not be the secret to their wealth or happiness. Though it may help someone start down a profitable path, it is doubtful that it will change anyone’s life. Your life will be much easier if you attract people who wish to do multiple deals with you. Show respect. Treat prospects like the partners you wish them to become. Do not to give your potential lenders, partners or investors silly reasons to reject your proposals.

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