Are you ready to scale your business, attract serious capital, and build true generational wealth? If so, you’re in the right place. In a recent insightful conversation on the “Raising Private Money” podcast, Jay Conner welcomed powerhouse entrepreneur and money strategist Dr. Susie Carder.
Dr. Susie is a self-made millionaire who has built and sold ten multi-million dollar businesses, including an eight-figure exit, and has raised millions in private capital. She’s worked with big names like Lisa Nichols and Paul Mitchell, but her genius lies in transforming ordinary entrepreneurs into wealth builders.
Here are the key lessons and actionable strategies any entrepreneur can use to power profits and scale to eight figures.
- Systems, Team, and Confidence Are Non-Negotiable
The road from $1M to $10M isn’t just about hustling harder—it’s about building smart systems, assembling a reliable team, and, maybe most importantly, developing the confidence to lead and attract capital.
Dr. Susie shared, “Business doesn’t have to be hard, but it does have to be strategic.” Too often, founders stay stuck “trading time for money.” Real growth kicks in when you have repeatable systems and people in place so the business can run without you. This is what investors are truly looking for—an operation that’s not dependent on a single individual.
- Raising Money is About Relationships, Not Just Numbers
One of the episode’s most memorable takeaways? “Banks look at your credit. Private lenders look at your character.” According to Dr. Susie, private money is first and foremost about credibility and trust. Investors want to know: Are you someone they can believe in? Do you keep your word? Have you built success—even if in a different field?
If you’re new to raising capital, borrow credibility from your network, mentors, or partners. Build a “badass list” of your past accomplishments and experiences for yourself and, when it’s relevant, for potential lenders. Don’t go it alone—bring in a board of advisors who can speak to your strengths.
Dr. Susie argues that raising money isn’t about money at its core—it’s about your confidence and your vision. “Raising money is not about money, it’s about your confidence,” she shares. When she exuded absolute belief in her project, it once secured her a $250,000 investment on the spot. If you falter, investors falter. Own your expertise and be bold in what you’re building.
- Clarity, Not Complexity
Another golden nugget? “Investors don’t invest in confusion. They invest in clarity.” Entrepreneurs sometimes over-explain, using jargon or complicated spreadsheets to compensate for nerves. But the best deals are those you can explain in simple terms—a single page should do it!
Focus on what, why, and how:
- What are you doing?
- Why is it needed?
- How will you deliver results for your investors?
Most private lenders are not Wall Street experts. Lay out your opportunity in sixth-grade language. Make it easy for them to say yes.
- Structure to Win (and Survive Setbacks)
Dr. Susie is a big believer in building businesses and deals on solid systems, not on “sinking sand.” She’s weathered economic crashes and lost millions; her success always came from her ability to rebuild, learn from mistakes, and set up operations that survive the founder. If you want to attract serious capital, you must demonstrate that your business will thrive—with or without you.
- Your Story Sells
Finally, remember that “your most powerful pitch isn’t a spreadsheet; it’s your story.” Investors buy into people and the purpose that drives them. Articulate your story, your passion, and your mission. When you stand for something bigger than profit, money naturally flows your way.
Ready to Propel Your Profits?
If you’re looking to scale from $1M to $10M, heed Dr. Susie Carder’s advice: Build solid systems, focus on clarity, develop unshakeable confidence, and tell your story. With these strategies, attracting capital and scaling your business becomes not only possible but inevitable.
Curious to learn more? Connect with Dr. Susie at susiecarder.com and take the next bold step toward financial freedom!
10 Discussion Questions from this Episode:
- Dr. Susie Carder mentioned that “business is like a combination lock”—what do you think are the most important “numbers” or elements to have in place for unlocking business growth?
- Jay Conner and Dr. Susie discussed the difference between banks and private lenders, specifically, credit versus character. How do you think an entrepreneur can best demonstrate character to attract private investors?
- Dr. Susie emphasized the importance of credibility when raising money, even for those who haven’t done a deal before. What are some creative ways new entrepreneurs can leverage credibility?
- Confidence was called a key factor in raising capital, sometimes even outweighing prior experience. Do you agree? Why or why not? How have you seen confidence play a role in business dealings?
- The episode highlighted the concept of a “badass list.” What achievements or experiences would be on your own list, and how could they help you in raising capital or scaling a business?
- Both guests agreed that not all money is good money. Can you share an example or idea of when it might be better to say “no” to an investor or source of funds?
- Dr. Susie advised to “learn the language” of investing and capital raising. What financial or business terms have you had to master, and how did they benefit your journey?
- The conversation touched on making complex deals simple for potential investors, using “sixth-grade language.” Why do you think this is important? How can over-complication hurt a pitch?
- Storytelling was described as more powerful than a spreadsheet when making a pitch. What elements do you think make an entrepreneur’s story compelling to potential investors?
- Mindset was framed as the foundational shift necessary to attract serious capital and build scalable systems. What mindset shifts have helped you move forward in your own business or personal growth?
Fun facts that were revealed in the episode:
- Master of the Multi-Million Dollar Exit: Dr. Susie Carder isn’t just a business coach—she’s built and sold ten multi-million dollar businesses, including one with an eight-figure exit!
- “Banks look at your credit, but private lenders look at your character.” This memorable quote from Dr. Susie highlights her approach to raising private capital: for her, building credibility and trust is often more important than traditional financial credentials.
- Confidence is Her Superpower: Dr. Susie raised $250,000 from an investor she didn’t know—simply by demonstrating unshakable confidence in her business and vision, even when investors tried to challenge her ideas. For Dr. Susie, raising money is just as much about mindset as it is about money!
Timestamps:
00:01 Dr. Susie’s Wealth-Building Secrets
03:17 Trust Over Credit for Investment Choices
06:51 Leveraging Credibility for Success
11:03 Investor Communication Essentials
14:57 Real Estate Comeback After Loss
18:28 Investing in Trust: Friends and Family
20:02 Money Is All Around You
23:44 Effective Data-Driven Solutions
27:51 Reading the Room in Deals
30:28 Connect with DR. Susie Carder:
31:05 Stand for Something, Gain Freedom
33:50 Building a Sustainable Business
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Jay Conner is a proven real estate investment leader. Without using his own money or credit, Jay maximizes creative methods to buy and sell properties with profits averaging $67,000 per deal.
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Power Your Profits: How Systems and Confidence Attract Private Funding for Business Growth with Dr. Susie Carder
Jay Conner [00:00:01]:
Now let me ask you something. What would it feel like to have the systems, have the team, and the funding in place so your business grows even if you’re not there? You see, most entrepreneurs never get even close to that. They’re stuck hustling in the weeds, trading time for money and praying for a big break. But today’s guest is the opposite of stuck. She is Dr. Susie Carter. She’s a self-made millionaire who’s built and sold ten multimillion-dollar businesses, including an eight-figure exit. She’s raised millions in private money and capital.
Jay Conner [00:00:42]:
She’s the secret weapon behind some of the biggest names in business, people like Lisa Nichols, John Asaraf, and Paul Mitchell. She’s helped entrepreneurs turn their companies into wealth-building machines. Now, what I love about Dr. Susie is that she doesn’t just talk theory; she actually lives it. She survived a life-changing car accident, discovered the power of systems and leadership, and built an empire that keeps growing. So if you want to learn how to scale, how to raise private money, private capital, and actually build generational wealth, you’re in the right place right here on this episode. Well, I want to welcome you to Raising Private Money, the only podcast for real estate investors who want to fund their deals without relying on banks or credit or using their own cash. I’m Jay Connor, the private money authority, and I’ll show you how to get private lenders chasing and begging to fund your next deal.
Jay Conner [00:01:40]:
Because every good deal starts with the money. You’re going to meet my friend, Dr. Susie Carter, right after this.
Narrator [00:01:50]:
If you’re a real estate investor and are wondering how to raise and leverage private money to make more profit on every deal, then you’re in the right place to raise private Money. We’ll speak with new and seasoned investors to dissect their deals and extract the best tips and strategies to help you get the money. Because the money comes first. Now here’s your host, Jay Conner.
Jay Conner [00:02:18]:
Dr. Susie, welcome to the magic here on the show. And welcome to the show, Dr. Susie.
Dr. Susie Carder [00:02:24]:
Oh, my God, I’m so excited. Why do I get so excited, Jay, every time we talk? Thank you for having me. I am so excited to share this because I wish I knew then what I know now. Right? I think that’s every entrepreneur’s conversation of wow, the lessons that I’ve learned, and what a blessing it is to meet you. Because you can do it the hard way, or you can do it the strategic way. I’m not going to say easy, right? But it is strategic. Business doesn’t have to be hard, but it does have to be strategic. And Jay is the man, the master at helping you.
Dr. Susie Carder [00:02:55]:
Look at those deals. Is this the right deal? Put those deals together, make those deals happen. So thank you, my friend, for having me, because I want to help you figure this thing out. I always say business is like this combination lock. You get one little tick off, and that sucker doesn’t open, right? We’ve all stood in front of it. Like, I’m in a hurry, I got to get the combination. And that’s business. And raising money is.
Dr. Susie Carder [00:03:17]:
It’s a combination. So what’s your combination? What are you doing? Who are you looking for? Because what I found is banks look at your credit, but private lenders look at your character, right? They look at, do we have it, do we not have it? Right? You will sell more deals by managing your character, managing your vision, your clarity, and your trust, right? So I think it’s important to look at. It’s not just about the money. It’s about whether this is a viable opportunity. Now, I don’t know about you, Jay, but I found that people are tired of their portfolio. They’re tired of the stock market, they’re tired of the volatility. And I want to look somebody in the eye like Jay and go, If I give you my money, right? That’s something that you can’t look for when you’re buying a stock in your portfolio. You can’t look at that CEO. You can’t look at the person that you’re giving that 20, 50, $100,000 to, right? You want to look at them and go, Can I trust this person?
Jay Conner [00:04:14]:
Dr. Susie, you just said what I call a writer downer. I’ve interviewed almost 800 guests on the Raising Private Money podcast. I’ve never, ever, ever had a guest say what you just said. And I quote. Banks, look at your credit. Private lenders look at your character.
Dr. Susie Carder [00:04:37]:
Yes. Amen. Right? And what I love about it is the private lenders. There’s flexibility, right? There’s no red tape. It’s faster to close. You can customize your terms. It’s important for you to understand all of it. Raising money is a full-time job.
Dr. Susie Carder [00:04:52]:
I thought I would raise money and run my business, right? Oh, I’ll just come over here and raise a million dollars. No, no. It’s a full-time gig, right? And I don’t start with connections. I start with my credibility. One conversation at a time. How can I show that I have the credibility to ride this thing, to make this thing happen, to do the deal and get the ROI that your investors are looking for, right? You want to be really look at being humble enough to say this was the best phrase I learned to say, Jay I’m like this one of my secret weapons is, look, I don’t have all the answers, but what I do know is I can help us with our sales, our strategy, our operations, and anyone that I anything I don’t know, I got in my toolkit, I got a J, right? I’ve got a great cpa. I’ve got a great lawyer, right? We can bring those people in. That’s all credibility.
Dr. Susie Carder [00:05:49]:
That’s not me trying to be everything to everyone, because I think we go in thinking we have to be the expert. I’m bringing my experts with me. I’m bringing Jay with me because if I don’t know the answer, I know Jay does for sure.
Jay Conner [00:06:01]:
Well, you know, one thing you just said, Dr. Susie, that really struck a chord with me is that word credibility. Credibility. And one common question I get from every new capital raiser or new real estate investor looking to raise private money for their deals. They’ll say, Jay, who in the world is going to loan me money, invest my deals, and I’ve never done a deal before. Where’s my credibility? And so I want to give two of my answers. Dr. Susie, and then I want you to speak to me if you feel, if someone’s looking to raise capital and they feel like they don’t have credibility, well, how in the world do you go get credibility? So let me tell you two of my, or share two of my answers.
Jay Conner [00:06:51]:
And, and then you, and then you go from there. Dr. Susa, so one thing, of course, I tell my coaching clients, well, if you’ve never done a deal and I’m coaching you, you’re one of my clients, you leverage my credibility, right? I’m your business partner. So you can leverage credibility from your business partners that you’re doing business with. Another answer I give to that question is that if you’ve never done a deal, you can leverage the credibility that you have from the past. Like, have you been a credible person in the past? How is your character? You know, what’s your reputation if you’ve been successful in X, Y, or Z in the past? It’s the same principles that carry over success, no matter what you’re doing, right? Of course. But how would you answer that? Someone has a concern about credibility, and they don’t feel like they have credibility in this particular niche that they’re looking to raise capital for?
Dr. Susie Carder [00:07:54]:
Well, the first thing I’m going to do is Yes. Leverage your credibility. Use your credibility. That’s why you bring a team. You want to put your badass list together, so you’ve done stuff in your life that you’ve forgotten you’ve done every year. Jay, I put a badass list together of everything that I’ve done. I’ve built ten multimillion-dollar companies.
Dr. Susie Carder [00:08:13]:
I’ve sold. My last company I sold for $10 million. I’ve been a speaker on over a thousand platforms. I’ve written 10 books. I’ve made millions from leveraging stages, learning how to convert. And what I found is when you put your badass list together, you can pull from that to go, Oh, I can do this. I can do this. I can.
Dr. Susie Carder [00:08:34]:
The second thing is you want to get a board of advisors. And advisors are people who. Those are those. The people who are in my pocket, like J. My cpa, my attorneys, are like people who are going to advise me on the deal. Now, I’m not paying those people. It’s a board position. It’s a volunteer board position.
Dr. Susie Carder [00:08:53]:
But again, I’m using the credibility of others. I might have the credibility in what I do, but if I’m raising money for real estate investment, which I’ve done for 20 years now, I can speak to that. But there are still things I don’t know. What I’ll say is raising money. This is a mic dropper 1. Raising money is not about money. It’s about your confidence. I remember sitting in a meeting, and they were just poo pooing our business idea.
Dr. Susie Carder [00:09:20]:
They’re like, we don’t think you’re going to be here in five years. And I’m like, listen, you may not be here. You may not be here, but I’ll be here. Right? That confidence of dang, because they were just trying to saw me off at the knee, is this going to go away? I’m like, this is not going away. This is the trend. So you can go away, but I will find someone to replace you. And I’m going to make sure that happens.
Dr. Susie Carder [00:09:41]:
That confidence got me $250,000. $250,000 from an unknown. He’d not seen me. I didn’t know him before. $250,000 because my confidence was through the roof because I know like I know like I know what I know. And then I lean on everybody else’s expertise in the room, the people that I’ve compiled throughout the years, whatever that weak link is going to be. So you must be looking at what that deal is, right? And I remember I had to learn the language of raising money. So, yes, we all want to look at what is our roi, so you have to be a student.
Dr. Susie Carder [00:10:18]:
I remember going to this CAP fundraising course. So similar to what Jay was teaching. I didn’t know Jay back then. I know nothing about raising money. And I felt like I had to open my eyes really big so I could really hear what they were saying. We were talking about PPMs and IPOs and, you know, B2B and C to B. And I’m like, this sounds like eieio, right? But I had to E I, E.
Jay Conner [00:10:42]:
I, O, I love it.
Dr. Susie Carder [00:10:44]:
I had to learn the. I just had to sit at the feet of somebody like Jay so I could. His words became my words. And then I would debrief every deal conversation. And I go, here are three things I like. One thing I can improve upon is that one strategy. Help me fine-tune. Just like this combination lock.
Dr. Susie Carder [00:11:03]:
Help me figure out the combination. The language of investing. Because sophisticated investors have a language, right? They want to look at their roi. They want to look at. If you’ve looked at everything right, does this person know what the risk is? And does this person know what the payoff is? Right? And I will say that investors don’t sleep well at night. If they don’t, then you shouldn’t either. Then you should figure out what I need to say?. How do I need to say it? How do I need to give my investors an update so they feel safe, right? And it doesn’t have to be perfect, right? I remember I invested in this deal years ago, Jay, 25 grand. And every time I reached out to her, it’s going great, it’s going great, it’s going great, it’s going great.
Dr. Susie Carder [00:11:42]:
And then one day I got an email, a letter, it’s not going great. We shut down the company. I’m like, I could have made such a big difference in that company as an investor. So some of your investors can be advisors. Don’t say, it’s great, it’s great, it’s great, it’s great. And then gone, right? I’m like, well, that’s a sham, right? They weren’t vulnerable enough to say, Here’s what’s working, here’s what we’re improving upon. Here’s what’s working, here’s what we’re improving upon. So if your investors feel safe, at least they know you played full out, right? Because business is a full-contact sport, right? We are in there and we are running hard.
Dr. Susie Carder [00:12:16]:
So it’s important to really look at the deal to go. Are they comfortable with the deal? And I’ll say, Jay, and you know this as well as I do, all money’s not good money. All money’s not good money. Don’t take that last $10,000 because those will be the people who will keep knocking on your door. Can I get my ten grand back? Can I get my ten grand back? Can I get my ten grand back?
Jay Conner [00:12:35]:
And Dr. Susan, let me ask you a question. How do you know that?
Dr. Susie Carder [00:12:40]:
How do I know if it’s their last ten grand?
Jay Conner [00:12:45]:
How do you know that all money is not good money? I think that’s a voice of expression.
Dr. Susie Carder [00:12:48]:
Experience, some serious experience. And you never know until you’re on the other side, going, that was not a good deal. Like, I’ve ended up spending more time with those people who didn’t have.
Jay Conner [00:12:59]:
Susie, what you just said, for goodness, I’m thinking of one particular private lender that I had. That word is past tense.
Dr. Susie Carder [00:13:09]:
Yes.
Jay Conner [00:13:09]:
And I’m thinking of one particular private lender today that I have had and still have today. Check this out. The private lender I no longer have invested $50,000 with me and worried the p. Total snot out of me. And the private lender that I have to. I mean, some private lenders need to be fired, if you know what I mean.
Dr. Susie Carder [00:13:35]:
Yes.
Jay Conner [00:13:36]:
And I’m thinking of another private lender, specifically, who has $1.2 million, $1.1 million $ and $250,000 with me and has for a long time. And you know what? I never hear from them. I never. I never hear from these. I never hear from them.
Dr. Susie Carder [00:13:54]:
Right. That’s a good idea.
Jay Conner [00:13:57]:
You said, you said. What’d you say?
Dr. Susie Carder [00:13:59]:
That’s a good investor. Because they’re sophisticated. Right. You know, as an investor. I know. I’ll say I will. I’ll speak from my own. I’ve invested in deals, bad deals, good deals, my own deals.
Dr. Susie Carder [00:14:11]:
Right. So a sophisticated investor knows the volatility. Right. That’s the whole point of investing. As you understand the volatility, you’re looking at. Does it make sense? Right. And so as an investor, I want to know that you’ve looked at everything. I’ve looked at everything.
Dr. Susie Carder [00:14:27]:
You’re credible, you’re reputable. Right. And. And it’s a risk. I could win big or I could lose big. And if you’re not willing to lose big, you’re in the wrong game to go. Ah, now the goal is to win bigger than you’ve lost, obviously, but if you’re in this game long enough, you’re going to lose it. But you can’t quit. You’ve got to go right back in.
Dr. Susie Carder [00:14:43]:
Look, when I. My ass. In 2008. I don’t know if you all remember 2008, but the market crashed. I crashed. Real estate crash. Everything crashed. I remember just being on the floor, balling ball.
Dr. Susie Carder [00:14:57]:
And Jay, I lost $10 million, which felt like overnight, because I was too overleveraged. What I did the minute I got back up was start investing in real estate again. I’m like, what I did know is, hell no, I won’t go. I’m gonna keep doing this. And I’m just, I’m not. It’s gonna be my comeback story. This is gon be a comeback story. So when you understand structuring a deal, when you understand real estate, it’s business.
Dr. Susie Carder [00:15:23]:
And to go, what do I need to do? How do I mitigate what I? What I learned in losing that $10 million and crying, had to pull myself up off the floor, is that there’s a comfort level in leverage, and then there’s an uncomfortability in leverage. And I was pie in the sky, too excited, right? Like, yeah, let it roll. Like in Vegas, let it roll.
Jay Conner [00:15:46]:
Well, you said, hey, two. Two more quotes. You said, write downers. You said, Raising money is not about money. Yeah, raising money is about confidence. I love the story you shared. I mean, you’re. You’re talking there with the group.
Jay Conner [00:16:03]:
You’re only talking $250,000. And they said, and you said, you might be gone, but I ain’t gonna be gone. I love it. It’s the level of confidence. So you know that. That reminds me, Dr. Susie, there’s a direct correlation between your level of confidence and your perceived credibility.
Dr. Susie Carder [00:16:24]:
Yes.
Jay Conner [00:16:24]:
Right. Right. No question.
Dr. Susie Carder [00:16:26]:
Don’t. Don’t misplay confidence for arrogance. I wasn’t arrogant. No, I knew like, I knew, like, I knew this was a viable thing. I had done my research on my business plan. I had. I invested my own money, like, whatever. And if you don’t believe in it, that’s okay.
Dr. Susie Carder [00:16:42]:
Let people walk away. That’s. That’s not all the money’s good money. Right. If I have to convince or cajole, they’re not the right person. Right. So I think it’s important that you do your homework. If Jay tells you to do something, you do it, because they will ask you.
Dr. Susie Carder [00:16:54]:
And if you’re not prepared for the answer, you just lost the deal. Whether it’s 1000-0500-0025-0000 doesn’t matter. I’ve got to be ready. Don’t get ready. I’ve got to be ready.
Jay Conner [00:17:04]:
Yes. And another thing you said, quote unquote, learn the language. You’ve learned the language into the phrasing. And you know, so my world’s a little bit different from other people, from other capital raisers in that most of. So I got 47 private lenders, right? And my students and coaching clients experience the same thing. We start with our own connections and then we grow our connections through business, networking, international, etc. And what’s interesting is of my 47 private lenders, and I’m leading up to a point of my 47 private lenders, not one of them ever knew about private money, private lending, or self-directed IRAs and all that until I put on my teacher hat and I exposed them to them. Exposed it to them.
Jay Conner [00:17:53]:
In fact, I’ve got accredited investors, and they don’t even know what an accredited investor is. You know what I’m saying? But, but here’s my point in that story. Even though you need to know the language, tell me if you agree with this. Even though you need to know the language of private money and private lending and those phrases, et cetera, and those words, how important is it when you’re talking with a potential private lender that’s never invested in this world to keep it at an AAI grade language level?
Dr. Susie Carder [00:18:28]:
Yes, I definitely agree with that. Right. Well, similar to you, my first investors, now I didn’t think any of my friends had friends who had money, right? I’m like, they don’t have money, right? But our first million dollars was friends and family, and that was who Jay knew? Like, who do I know? Then who does Jay know, and then who does Jay’s J’s know, right? And so when you’re looking at the psychology of investors, right, they’re not investing in the deal, they’re first investing in you. So my friends and family knew me, they saw me build multiple businesses, they saw me do the things inside of my business. I was vulnerable, I was real. They saw me in my, and they saw me on my mountaintop. So they already knew who I was and that I was not going away, that I was not a quitter. Then, really breaking it down into simplicity, really giving them peace of mind.
Dr. Susie Carder [00:19:24]:
And very similar to Jay, I had to explain how the business worked. I’d explained how their return would work. I’d explain the volatility, the risk, and the reward, right? I didn’t give them too much at once, right? I had a simple deck to start, just to get the sizzle, right? The sizzle of the opportunity. So they could see that here’s the opportunity and here’s how we’re going to make that money, right? People with capital aren’t looking for risk; they’re looking for strong leadership. Right. A lot of times, the people that you might get in, your friends and family, have a nest egg. They can borrow from their retirement account.
Dr. Susie Carder [00:20:02]:
Like we can look at, where did they find the money, right? There’s money everywhere. So I want to say that money is all around you. Wealth is our birthright. There’s money all around you. And if you’re not finding money, I want to work on your mindset, right? Because your net worth will only go as high as your self-worth. And so when I look at that, you might be the bottleneck in raising money, right? And I’ve sat in that seat many times. I was working on this billion-dollar deal, Jay, and I realized what’s going on. I find myself rescheduling and avoiding what’s in my mindset, right.
Dr. Susie Carder [00:20:35]:
Set next level, next devil. My mindset was, well, I never managed a billion. I’ve done a hundred million, but never a billion. So I started sabotaging. So you have to have a coach that knows you, knows what your limiting beliefs are. And not that that stops me, but I had to recognize it, go back and apologize to that client because I realized I was in my. I was the bottleneck; I was sabotaging. So you want to look at capital, which is about really looking for leadership, and can you pull that off? Right? Then the backup data that you’ll have, right? Simple spreadsheets, right? Not.
Dr. Susie Carder [00:21:14]:
Not really. If you can’t explain the spreadsheet, then you need a different spreadsheet, right? That’s what I found. It was too complicated. I needed my CPA in every conversation. I’m like, I need you to dumb it down for me so that I can really explain to the people I’m talking to, we can have more sophisticated conversations if the investor is more sophisticated, but how do we create that? I’m speaking to the layperson now. Again, I’m not being disrespectful. I’m looking at it; if I can’t explain it, they’re not going to get it.
Dr. Susie Carder [00:21:43]:
So I want you to start looking at, is my deal too complicated that I don’t even understand it? Right? So that’s where you get. You really start looking at that language of investing.
Jay Conner [00:21:54]:
Speaking of. Go ahead, go ahead. No, go ahead. So speaking of explaining it to where a potential investor or private lender can understand it, you know what that reminds me of? I remember Ronald Reagan, my favorite president who ever lived.
Dr. Susie Carder [00:22:11]:
He’s a lot of favorite. I love that.
Jay Conner [00:22:13]:
I mean, it’s like, you know, everybody’s granddaddy but Ronald Reagan, when he was president, when somebody brought him a proposal on paper, if it was more than one page, he would hand it back to him and he would say, when you understand this better and you can explain it on one page, bring it back to me.
Dr. Susie Carder [00:22:34]:
Yes. Right. It doesn’t have to be. I think we show. Put a bunch of fluffy words and terms in there. And, you know, when I went to this investor class again, it was the eieio, right? And I’m like, they need you. You need to go B2C and BB2B, and I’m like, I don’t.
Dr. Susie Carder [00:22:51]:
I don’t know. Like, can you speak in my language? Right. To go. Okay. So let’s attract by being trustworthy. Let’s attract by being prepared. Let’s attract by being bold. Let’s attract by simplifying so that people will invest.
Dr. Susie Carder [00:23:07]:
They don’t invest in confusion. They invest in your clarity. They invest.
Jay Conner [00:23:12]:
There’s another rider downer. Investors invest in. Say it again. I love it.
Dr. Susie Carder [00:23:18]:
Investors don’t invest in confusion. They invest in clarity.
Jay Conner [00:23:22]:
Wow.
Dr. Susie Carder [00:23:23]:
So, again, I didn’t have all the answers. I didn’t. I built one of the top, largest technology companies in the beauty industry. Think about the beauty industry and then think about technology. And we were the top technology company. We won an award from Microsoft. We raised $1.5 million for that company. I didn’t know anything about technology.
Dr. Susie Carder [00:23:44]:
I was a technology guru. But what I was is I knew my clients had a need that I was solving. And my clarity was, here’s the need, here’s how we’re solving it. I had data to prove that clarity. I had data. Everything I was saying, I have the data to prove it right? Either from my own experience of doing events or from my own experience in my own businesses, right? So you’ve got to be able to explain it in a way that. The power of the package helps convert capital. I know the average pitch deck that I put out, and then I got a response in under 48 hours because it spoke their language.
Dr. Susie Carder [00:24:25]:
It wasn’t all convoluted. It wasn’t all yippee ki, yay, right? It was serious. Like, here’s what we’re doing. Here’s why we’re doing it. And here’s how we’re doing it. Simple. What, why, and how. What, why, and how? What, wh,y, and how? So I could do a pitch at a networking meeting.
Dr. Susie Carder [00:24:39]:
I could do a pitch at a dinner. I could do a pitch when I’m walking on the beach with a friend. What wine? How, what wine? How, Right. So I wasn’t thinking about selling or like, oh, you got to let go of the pitch. You’ve got to let go of it.. I’m selling someone. No, you’re giving them an opportunity.
Jay Conner [00:24:55]:
Absolutely.
Dr. Susie Carder [00:24:56]:
At the opportunities that are on the table today. And we can all look back, oh, I wish I had invested in Bitcoin. Oh, I wish I had. You didn’t know. You didn’t have an expert to guide you or help you. Oh, I wish I had invested in Microsoft or Google or any other big company that has done bananas, you know, in the stock. But the reality is finding that clarity so that you’re not talking in circles.
Jay Conner [00:25:20]:
Well, you know, when you’re talking about clarity, that reminds me, one common mistake that I see new capital raisers make is that they talk too much.
Dr. Susie Carder [00:25:29]:
Yes. They just.
Jay Conner [00:25:30]:
They just talk too much. And you just explained why when you talk too much, a confused mind doesn’t invest, as you say, when you talk too much, how in the world can you be clear? How can you project and provide clarity? And you made it so simple. I love your outline. I love your outline. What, why, and how? Here’s what we’re doing. Here’s why we’re doing it, and here’s how we’re doing it. So speaking of clarity, give a little bit of clarity to the second point. So here’s what we’re doing.
Jay Conner [00:26:04]:
Got that? Here’s how we’re going to do it. Got that? Speak to the why. Is the why for the potential investor, or is the why for the good of mankind?
Dr. Susie Carder [00:26:18]:
It depends on the investor, right? So just as much as you do due diligence on your client, we have to do due diligence on the. On the investor. So are they looking to invest in legacy? Are they a legacy for themselves, a legacy for their family, a legacy for the world? Right. Are they looking for a solid investment to build something for themselves? Right. They might just need to monetize their wealth. They might need to diversify their portfolio, so they understand why they’re doing it. We always did the legacy play, right? We were changing an industry. Right.
Dr. Susie Carder [00:26:51]:
We are changing the way people do business. And then for the. The investor, it was, you’ll be a part of something bigger. Than that. Again, most investors don’t have the same fear tolerance that we do as entrepreneurs or risk takers. And so they’re living vicariously through you to a certain extent. So you have to be respectful, a nd I have to be cognizant of what my investor wants if they’re looking for a high return on investment. I’m not going to overpromise.
Dr. Susie Carder [00:27:22]:
I want to share. This is our roi, right? Here’s our offer, here’s our timeline, here’s what we’re thinking, here’s what it looks like. So even my ROI is really clear and concise. And we all know in investments, anything can happen. And so we let them know that there’s a risk involved with that as well. So it. Where’s their risk tolerance? So in an investor meeting, I’m looking at body language. I’m looking at, excuse me, my language.
Dr. Susie Carder [00:27:51]:
I’m looking at, are they perceiving it? Am I talking to?. Too many facts? What, what do I need to give them? So again, when I say investing is a full-contact sport, you can’t just do your deal. You’ve got to read the room. That’s the art of doing a deal: what are they looking for and what’s in it for them? What, what called them to be on that meeting with you? And I will always ask you what called you to be in the meeting with me. Right. And, I say it that way so people go, That’s kind of weird. Yeah. I want to know why they showed up. Their time’s valuable.
Dr. Susie Carder [00:28:22]:
My time’s valuable in the beginning, a lot of times, because you asked me to be on a call. That was my credibility. Right. I don’t know. But I know you, Susie, and I love you, and I love what you’ve been doing. And I don’t know, I want to hear what you have to say. And so that gave me that opening of they’re trusting my credibility. Other people will say, Hey, well, Jay introduced me, said that you’re getting an ROI of 25%.
Dr. Susie Carder [00:28:45]:
My ROI on my investments right now is 4%. So I’d like to hear about that. Then I know which lane to go down to and how I’m speaking. So it’s important that your presentation converts capital. Right. That’s what being really clear means. Right. Making sure that I love the one page, the Ronald Reagan one page, of getting it on one page, so that we can hear it.
Dr. Susie Carder [00:29:08]:
Right. And then look at. It’s important that, as experts or as the person bringing the deal, we look at it. Objections aren’t no, no’s not no. No to me means obviously I didn’t explain it, or obviously you don’t understand it, right? Because they’re just looking for reassurance. And again, that’s my confidence. Like, obviously, why don’t you understand? Let me, let me say it a different way because when a deal fails, right, or there’s something that we didn’t say, there’s something we didn’t do ahead of time, right?
Dr. Susie Carder [00:29:38]:
I do my due diligence ahead of time to find out as much about that person as possible so that I can speak their language versus my language. They don’t care about you, they don’t care about me. They care about them. They care about, you know, their investment. They care about making a difference in the world. What’s that bigger plan?
Jay Conner [00:29:55]:
If you’re listening to this podcast or this show, you want to connect with Dr. Susie Carter; there is no doubt you want to connect with her. You’re an entrepreneur. You want to scale your business, you want to raise capital for your business, and you want to build generational wealth. This lady is who you want to connect with. That’s why I have her here on the show. I’ve got one more question before we sign off, but Dr. Susie, go ahead.
Jay Conner [00:30:26]:
Please share with the audience how to connect with you and what you have done for some of your best clients.
Dr. Susie Carder [00:30:33]:
Yeah. So you can reach me by my website, www.SusieCarder.com, so get that, and then what I want to leave us with is I want you to look at your most powerful pitch in a spreadsheet. It’s going to be your story. Your story is your why; you see that there’s a need that this needs to occur in the world. Fall in love with that passion. Right? Private money flows to people who stand for something bigger than profit. Right.
Dr. Susie Carder [00:31:05]:
My grandma used to always say that if you don’t stand for something, you’ll fall for anything. What are you standing for? So when I know that money flows to people who stand for something bigger, I’m going to speak into that rather than just about money. What is that right? One-time capital is good, but repeat capital is freedom. And that’s what Jay has really tapped into, with his 45 investors, repeat capital, which gives him freedom, gives his clients freedom, gives us all that roi. So if you love this conversation, you need support, you need some guidance, you need some backup, babes. Either Jay or I, please reach out to us. We’d love to support you, love to look at how we play and how we make you millions.
Jay Conner [00:31:43]:
Dr. Susie, I want to make sure we get your quote exactly right. In the show notes, you said you’re most powerful. What is your story?
Dr. Susie Carder [00:31:52]:
Your most powerful pitch isn’t a spreadsheet. It’s your story.
Jay Conner [00:31:59]:
So true. Yeah. In fact, that’s why my coaching clients and I never pitch deals.
Dr. Susie Carder [00:32:06]:
Yeah.
Jay Conner [00:32:06]:
Because if we’ve set it up right, with no chasing, no begging, attracting, leading, with a servant’s heart, being a teacher, offering an opportunity instead of applying for a mortgage, offering it, then. And your story’s in there. There’s no chasing, no big. And last question. Dr. Sousa, you’ve been amazing. So I know, I know. You have helped countless entrepreneurs raise millions of dollars.
Jay Conner [00:32:35]:
And, you know, there’s. There are words that you’ve been saying. You’ve been saying clarity, you’ve been saying confidence, you’ve been saying self-worth. All those words are foundationally girded by one phrase, and that is mindset. With that final question, final advice. What’s the biggest mindset shift a business owner needs to make before attracting serious capital?
Dr. Susie Carder [00:33:08]:
You can’t get ready. You’ve got to be ready. So a lot of times we think that they’re going to get you this opportunity, then you’re going to hustle and get it ready so you can present to them. You’ve got to have it so down packed. Like when I look at Lisa Nichols, we took her from $80,000 a year to $10 million a year, raised $2.5 million for that business, because we put everything in place and we built it on systems, not on sinking sand. So the systems that are the foundation of building a profitable business, whether it’s real estate, whether it’s speaking and training, whether you’re selling courses, whether you’re a doctor, whether you’re a nail tech, whether you’re a salon owner, it doesn’t matter. Business is. Business is business.
Dr. Susie Carder [00:33:50]:
It’s. You want to look at whether the systems aren’t in place, and if something happens to you, will the business go away? Investors want to make sure that if something happens to Susie, the business will still be here and it will still survive. We need to set it up that way from the beginning. Build it as if you want to sell it, whatever it is. If you’re doing a real estate investment firm and you’re starting with small deals, but you want to be a J when you grow up, great, then that’s what we want to build it to be that right now so that you can see it, you’re eating, drinking, sleeping it just like I did for Lisa Nichols completely shifted the trajectory of her life because she invested in building a business, not being a celebrity or being a brand or a one time deal.
Jay Conner [00:34:34]:
Go to www.SusieCarder.com. Dr. Susie, thank you so much for inspiring me and for inspiring my amazing audience. God bless you.
Dr. Susie Carder [00:34:56]:
God bless you.
Jay Conner [00:34:58]:
There you have it. Another amazing, amazing, amazing episode of Raising Private Money. It’s amazing because Dr. Susie Carter was right here on the show, and if you want to meet more people in that world who are like Dr. Susie Carter, then here’s how you do it. Share this episode with only one person. Share this episode with just one person in your network that you know will inspire and make a difference in their life. God bless you for being here on the show with us, and we’ll look forward to seeing you right here on the next amazing episode of Raising Private Money with Jay Conner.
Narrator [00:35:42]:
Are you feeling inspired by the knowledge you gained in this episode? Then head over to www.JayConner.com/MoneyGuide, that’s www.JayConner.com/MoneyGuide, and download your free guide that shares 7 reasons why private money will skyrocket your real estate investing business right now. Again, that’s www.JayConner.com/MoneyGuide to get your free guide. We’ll see you next time on Raising Private Money with Jay Conner.
