Are You Missing 1 in 3 Investors With Your Message?

DyslexiaResearch performed by Thomas J. Stanley in his book “The Millionaire Next Door” found that about 70% of all millionaires are in business for themselves. Research performed by Sally Shaywitz of the Yale Center for Dyslexia & Creativity indicates that dyslexia is a key attribute of successful entrepreneurs. Richard Branson, William Hewlett, Henry Ford, Ted Turner, and Charles Schwab are all flaming dyslexics, just to mention a few. In fact, in addition to entrepreneurs, some of the most successful and wealthy inventors, politicians, artists and athletes are also dyslexic. The point is that while dyslexia occurs in about 10% to 15% of the general population, the most financially successful segments of our population have a MUCH higher occurrence of dyslexia.

Why are entrepreneurism and dyslexia important with respect to oil and gas investments? Because dyslexics do not read text very well, nor are they very good at auditory processing. They require a more multimodal approach when it comes to understanding new information. Yet most oil and gas companies looking for new investors continue to use primarily text-based fact sheets on their web pages to educate new investors about the advantages of oil and gas, or use voice-only phone calls to get their investment message across. This technique would miss 10% to 15% of the general population, but according to a study performed by Julie Logan, a professor of entrepreneurship at the Cass Business School, it misses 35% of the most fertile portion of the investor population: entrepreneurs. Why then do oil and gas companies and/or their broker dealer organizations looking to raise capital from accredited investors continue to use techniques that fail to meet the needs of about 1 in 3 accredited investors? Companies willing to make minor changes to their sales approach to include video, graphics, and animation to educate dyslexic millionaires about the advantages of oil and gas investing will have little competition for these investors’ dollars.

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