When a potential lender says "Im taking all the risk!"

So I was having another discussion with a friend of mine yesterday. He is my potential lender and has money to invest but is skiddish about jumping in. I told him that with his backing and my drive, knowledge and willpower we can make a good bit of money. His famous line is "If things go south all you would lose is time and effort, I would lose my total investment!" I told him that its my reputation on the line as an investor and also that we would analyze the properties before jumping in. What else can I say or do to convince him to take the plunge with me???