When my business partner Niall Johnston and I got up and running, we visited many investors, to demonstrate the virtues of our 3D software.

It was brilliant – when it worked.

The problem was that the software was unpredictable and crashed half the time. When it became clear that it was going to be ‘one of those times’, we developed a plan. I would get Niall to stand up and ‘trip’ over the computer’s wires, unplugging the whole system, and we would have no choice but to reboot and start again, hoping that this time our technology would work.

Foolproof.

Too much of our early fundraising days involved awkward silences, technical difficulties and making excuses. But the truth is, investors invest in people not just the product – although of course, a great product helps. In hindsight, what was most important to the investors was that our passion showed our ability to get over the inevitable entrepreneurial hurdles.

If you have true belief and passion in your business, then selling your idea to investors – and this includes anyone from friends and family to VCs – should not be difficult. Don’t think of it as selling, but painting the exciting picture of the future of your company.

Again, remember, your passion must be readable from your body language. Investors want to see your eyes light up when you talk about your project. When you stand tall your body can communicate your dedication to your vision and your willingness to see it through.

Passion is crucial.