JF 4043: Storytelling in Deals, Overcoming Objections and Capital Raising Tactics ft. Craig Eppler

Sep 29, 2025

Craig Eppler, founder of Eppler Capital, explores the art of storytelling in capital raising. He reveals how relatable narratives engage investors far better than mere statistics. Craig shares his unique method of crafting memorable deal stories and maintaining a story library tailored to potential investors. They delve into strategies like ethical scarcity in debt funds and using relationship-driven fundraising events to build strong investor connections. With practical tips and engaging anecdotes, Craig offers a fresh perspective on attracting and retaining private capital.

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INSIGHT

Stories Beat Stats For Engagement

Craig realized investors respond more to stories than raw returns because stories create emotional resonance.
He shifted from number-heavy pitches to deal narratives and saw stronger engagement.

ANECDOTE

Dog Waste Business Became A Relatable Hook

Craig used a quirky investment—a dog-waste pickup business—as a storytelling hook to make abstract assets tangible.
That relatable example sparked questions and engagement from investors who owned dogs.

ADVICE

Always Do Five-Minute Prospect Research

Do quick prospect research before calls and pick two to three stories from your story library that match their background.
Use visible cues like pets or hometown to choose relatable anecdotes that open rapport.

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