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In 2018, Steve Torso made a mistake that nearly cost him his business: he trusted someone else to handle his capital raise. After being promised $6 million and receiving only $100k, Steve had to fund the business himself and learn the "science and art" of raising capital from the ground up. In this video, Steve breaks down the "Mere Exposure Effect"—a psychological principle that proves why a single pitch deck rarely works. You’ll learn why capital raising is actually a marketing and sales funnel, and why building trust through repeated exposure is the only way to close high-net-worth and family office investors. What you will learn: The danger of delegating your capital raise to board members or advisors. Why 81% of investors need months of "consideration" before a decision. How to manufacture serendipity and go from "Unknown to Known." The 5 layers of Social Proof every founder needs. The 4-step engagement process: Profiling, Promotion, Presentation, and Publishing. Timestamped Chapters: 00:00 The $6 Million Failure 02:54 The Promise I Made to Myself 04:43 Why Capital Raising Distracts from Growth 06:26 Debunking the 2-Month Raise Myth 08:54 Why Investors Buy the "Human Story" 10:52 Capital Raising is a Marketing Funnel 15:50 The Mere Exposure Effect Explained 18:33 The 5 Layers of Social Proof 21:13 Building Your Command Center (Capital HQ) #VentureCapital #StartupFounder #RaisingCapital #Entrepreneurship #SteveTorso #CapitalHQ #PitchDeck #FamilyOffice #StartupMistakes Welcome to the official CapitalHQ YouTube channel! What is CapitalHQ? CapitalHQ is transforming the way startups raise capital with innovative features like Investor Access, providing connections to over 200,000 investors globally. Our Intelligent Deal Room goes beyond traditional data rooms, fostering meaningful engagement for higher conversion rates. Streamlined Investor Relations tools and automated news publishing help you stay top of mind while saving time on communication and distribution. Additionally, our extensive library of 100+ educational videos and monthly webinars offers comprehensive insights into capital raising and business growth. Learn more about CapitalHQ: https://www.capitalhq.wholesaleinvest... Subscribe to our channel for exclusive tips, advice, and resources tailored to help startup founders navigate the complex world of capital raising. Stay tuned for expert interviews, success stories, and practical strategies to elevate your fundraising game and accelerate your journey to success. Don't forget to hit the notification bell so you never miss an update! #CapitalHQ #StartupFunding #Entrepreneurship #FundraisingTips #BusinessGrowth