--- title: "Marketing to win: What VCs expect (but no one teaches)" id: "422745" type: "post" slug: "marketing-to-win-what-vcs-expect-but-no-one-teaches" published_at: "2025-07-11T17:10:06+00:00" modified_at: "2025-07-11T17:10:06+00:00" url: "https://seedlegals.com/us/resources/marketing-to-win-what-vcs-expect-but-no-one-teaches/" markdown_url: "https://seedlegals.com/us/resources/marketing-to-win-what-vcs-expect-but-no-one-teaches.md" excerpt: "York Effect’s Tova Feldheim joins SeedLegals CEO Anthony Rose to unpack how storytelling, user research and smart marketing fuel investor trust and traction." taxonomy_category: - "Uncategorized @us" - "Videos" --- 2 min read Expert reviewed This article has been fact-checked by a SeedLegals subject matter expert. [Meet our experts](https://seedlegals.com/us/authors-and-experts/) and learn more about our review process and quality assurance in our [editorial policy](https://seedlegals.com/us/editorial-policy/) . # Marketing to win: What VCs expect (but no one teaches) Published: Jul 11, 2025 Contents [Key takeaways](#key-takeaways) [Crack the code before you build](#crack-the-code-before-you-build) [Speak to the right audience](#speak-to-the-right-audience) [How to build an investor-worthy narrative](#how-to-build-an-investor-worthy-narrative) [Mindset shifts that make the difference](#mindset-shifts-that-make-the-difference) [Co-Founder & CEO Anthony Rose Co-Founder and CEO](https://seedlegals.com/us/resources/author/anthony/) Behind every great fundraise is a story that resonates, but how do you craft a pitch that truly clicks with investors across markets? In this conversation, [Anthony Rose](https://seedlegals.com/us/resources/author/anthony/?nr=1) , CEO and Co-Founder of SeedLegals, joins [Tova Feldheim](https://www.linkedin.com/in/tovafeldheim/) , Co-Founder of [York Effect](https://www.linkedin.com/company/york-effect/) , for a deep dive into the strategies that take founders from ‘we’re still figuring it out’ to ‘we’re ready to raise’. From refining your go-to-market plan and sharpening your investor narrative to showing traction without overselling, Tova and Anthony cover what it really means to be investment-ready and how to communicate growth in a way that builds trust. # **Key takeaways** ## **Crack the code before you build** - Founders often skip deep user understanding and jump straight to product-building, only to find no one wants what they’ve made. - Tova’s experience in customer and user experience taught her to listen for what users really need, even if they don’t say it directly. - Observing behaviour (not just words) reveals the deeper motivations and pain points of potential customers. - Aligning your product with those insights lays a stronger foundation for both traction and funding. ## **Speak to the right audience** - Not everyone interested in your product is your customer. Focus on identifying who will actually pay. - Early conversations should be with the person holding the budget, not just enthusiastic users. - Investors look for validation from paying customers, not just anecdotal excitement. Designing your pitch around this audience shows real commercial traction and product-market fit. ### Perfect your pitch Use our free ultimate pitch deck template: includes step-by-step guidance & tips from investors [Get the free template](https://seedlegals.com/us/resources/pitch-deck-template-us-startups/?nr=1) ## **How to build an investor-worthy narrative** - The story investors want to hear is one of discovered need, proven demand and scalable solution. - Tova recommends framing your deck around the customer journey: the problem, your insights, the solution and how people are already buying in. - Case studies, testimonials or even simple quotes from discovery calls can go a long way. - Avoid jargon – clarity and simplicity in your pitch builds credibility. ## **Mindset shifts that make the difference** - Founders need to detach from ego and stay curious about what people actually want, not what they think they should build. - Tova describes this as switching from ‘proving your idea’ to ‘learning what works’. - Investors are more likely to back founders who show adaptability, self-awareness and strategic insight. - The best pitches come from lived, tested experience – not just slides. ##### SeedLegals newsletter ### Connect with fascinating founders Sign up to our newsletter and get exclusive updates and invites delivered directly to your inbox. Related articles [– Easily convert your LLC into a Delaware C corp on SeedLegals](https://seedlegals.com/us/resources/how-to-convert-your-llc-into-a-c-corp/) ## Related posts [6 min read How to spot the right moment to flip from LLC to C corp Not sure whether to flip from LLC to C corp? Learn the key triggers,the risks of moving too early or late, and how to ge... Idin Sabahipour](https://seedlegals.com/us/resources/how-to-spot-the-right-moment-to-flip-from-llc-to-c-corp/) [1 min read How Travel Spoken is reshaping travel planning with AI Eni Maj, co-founder of Travel Spoken, shares how the platform is turning travel content into bookable trips using AI – a... Anthony Rose](https://seedlegals.com/us/resources/how-travel-spoken-is-reshaping-travel-planning-with-ai/) [9 min read How to Incorporate a Startup: Step-by-Step Guide to Form a Delaware C-Corp Learn how to incorporate your startup in the USA with our step-by-step expert guide. Avoid common mistakes and get ready... 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