An old filmmaker at Cannes once said to me “You have to quash fear and enhance greed.” He was talking specifically about raising the finance for film. If you ask me the fear part… is always about reducing the risk.
If you are asking someone to invest in your film or business you have to make your project so hot, so sound, so “safe” that it “demands” their investment.
You can do this primarily by being super organized and incredibly passionate about your project. People need to know that you will sacrifice everything to make this .”thing” as good as it can possibly be.
The number one way you can prove your commitment to the investor is by starting the process BEFORE you have the money.