Investors form their first judgment about you before you've said a word about your product. At the early stage they bet on the founder, not the idea, which makes the signal you send long before the pitch one of the most important things you can control.

In episode 133, Lance Cottrell sits down with Christine Blosdale, the Expert Authority Coach, to turn personal branding into something practical for founders who are raising money. They get into why expertise so often fails to translate, how to fix a pitch deck that buries the point, and the difference between confidence and the kind of braggadocio that makes investors run. Christine shares the "crown jewels" approach to surfacing the parts of your background that actually matter to investors, and Lance connects each idea back to the pitch decks and team slides he reviews every week.

You'll also hear why your headshot and team slide quietly decide how seriously you're taken, how to handle imposter syndrome before a raise, and what it means that investors now Google and ChatGPT your name before a meeting. If you're a founder building credibility, visibility, and investor trust, this one is for you.

CHAPTERS 0:00 - Investors judge you before you say a word 1:15 - Why expertise doesn't translate: clarity over credentials 3:11 - Bet on the founder, not the product 3:45 - The media kit photo that opened doors 5:51 - Build your founder press kit (your crown jewels) 8:21 - The 10-second elevator pitch (and the $5M version) 9:32 - Confidence without the arrogance 11:49 - Imposter syndrome and the Dunning-Kruger trap 13:09 - Why great actors battle imposter syndrome 13:56 - "Why you?" Proving you're the right founder 16:38 - The Walt Disney story: surfacing hidden value 18:34 - You're too close to your own pitch deck 19:29 - LinkedIn and video: where investors hunt 21:54 - Headshots and the team slide that kills your raise 25:21 - Props that make founders memorable 28:16 - When to start, and your AI-era footprint (ChatGPT) 30:37 - Books, content, and the biggest bang for your buck 35:18 - Free quiz: rate your expert authority 36:44 - It's never too late

LINKS Blog post: https://ftb.bz/133B Watch on YouTube: https://ftb.bz/133V Podcast: https://ftb.bz/podcast Free Startup Fundraising Toolkit: https://ftb.bz/raise-yt

From Christine Blosdale: Free Expert Authority quiz: https://expertauthorityquiz.com Website: https://www.christineblosdale.com LinkedIn: https://www.linkedin.com/in/christine-blosdale-579697168 Instagram: https://www.instagram.com/christineblosdale/

ABOUT FEEL THE BOOT Feel the Boot helps early-stage founders raise money and build companies that last. Lance Cottrell is an angel investor, founder of Anonymizer, and president of North Bay Angels, teaching the fundraising process he wishes he'd had when he started. New videos on pitching, investors, and startup strategy every week.

The friends and family round is how most founders raise their first capital — but it's also where the most relationships get damaged. If you don't structure it right, you can accidentally screw over the people trying to help you, torpedo your next funding round, and make every family gathering awkward for years.

In this episode, I break down exactly how to talk to your friends and family about investing, how to structure the deal using a SAFE (Simple Agreement for Future Equity), and the ethical responsibilities you have when your investors trust you more than they understand the deal. Plus, I'll give you a tool you can send directly to your prospective investors that explains everything they need to know — from someone with no conflict of interest.

Whether you're pre-revenue, pre-product, or just trying to figure out how to ask your parents for startup capital without ruining Thanksgiving, this episode has you covered.

Links

Blog post: https://ftb.bz/131B YouTube: https://ftb.bz/131V Free Startup Fundraising Toolkit: https://ftb.bz/raise-yt Video to share with your F&F investors: https://ftb.bz/friends-and-family-explainer Y Combinator SAFE templates: https://www.ycombinator.com/documents

Most founders are doing "random acts of marketing" — a little LinkedIn, some ads, a blog here and there. Trying to be everywhere, succeeding nowhere.

Javier Lozano Jr. was the CMO at Wrapmate during their run from ~$1M to over $20M in revenue and a $16M raise. His fix was counterintuitive: do less. Find the one channel showing signals, go all in, and master it before adding anything else.

In this episode, Javier talks about changing one variable that took their ideal customer profile hit rate from 15% to 95% on the same budget — and how his team used "narrative engineering" to build the credibility trail that made their raise possible months before they needed the money.

Show notes and full transcript: https://ftb.bz/130B

Watch on YouTube: https://ftb.bz/130VYT

Free Fundraising Toolkit: https://core.feeltheboot.com/raise?utm_source=podcast&utm_medium=audio&utm_campaign=organic_content&utm_content=ep130

Subscribe to BootPrints: https://ftb.bz/join-p