WANT A CAPITAL REQUEST RESPONSE? 7 Best Practices
by
Dianna Raedle, CEO, Deer Isle Group
December 15, 2025
Listen to the Podcast:
Focus on “What’s in It for the Recipient”
Think About: “How Would I Respond If I Read This?”
In capital communications the most effective ones are based upon clearly articulating value for the recipient (“what’s in it for the recipient”) and, then briefly supporting the value metrics to provide credibility which builds trust. By framing communications around their priorities, the likelihood is increased and time is reduced to a fast, positive response.
| What to Do | How to Do It |
| Know Your Audience | Different audiences may have different priorities and different knowledge levels. Audiences that require education may be your best source of a Transaction since it will be less competitive. Tailor tone, metrics, and detail based on what’s important to the recipient and focus the content on the recipient’s priorities. |
| Lead With Value | Assume people will only read the introduction unless they are hooked. Create a subject line and open with one sentence / short paragraph summarizing the most important characteristics of the content. Brand transfer, momentum, valuations and upside, strategic relevance, or return potential are examples that might be important to highlight. |
| Highlight Success Metrics | Include success metrics in an easy-to-understand format. In a transaction, they may include items such as current valuation, forecasts, exit multiples/valuations, IRR or MOIC, etc. In an update they may focus on items that build credibility such as momentum, highlighted contracts, team accomplishments, pipeline conversions or growth, etc. Make sure the highlighted metrics make sense and can be supported. For example, if potential return and exits are a success metric – make sure that the exit valuation can credibly be achieved If current valuation is 100 and MOIC is projected to be 3x, then a valuation of 300 in a reasonable timeframe must be credible. |
| Clarify Path to Success Metrics | Outline and clarify milestone timelines in an easily understandable manner and align path with success metrics. |
| Show Support for Path to Success Metrics | Highlight points that support the success metrics and their path. Emphasize items that build credibility in an easily understandable manner: brand equity / transfer, experienced leadership, strategic partners, pipelines. track records, peer analysis, new contracts / revenue sources, concrete expense reduction, etc. |
| Keep the Structure Tight | Use “journalistic writing style” – main point and then supporting evidence in the structure of the communication content and in each paragraph. Clearly identify the main message of the communication in the Subject line. Focus content on one or two key points which support the Subject Line main message to maintain message clarity. To many different concepts confuse the message. Think about a Content Calendar so that each communication can build upon and reinforce messaging as well as introduce new points which become the main message of each communication. Keep it short – use bullets, short paragraphs, and minimal attachments. Maintain consistent terminology across and within communications so that the recipient can clearly follow the communication’s logic. Make communications mobile-friendly. |
| End With an Ask | Suggest a short call or other action item and include a timeframe. |
