Companies in Europe should stop trying to do the U.S. version of a European idea.
You say: "I have lots of great ideas, but I have trouble figuring out which one to try. Let me tell you about a couple." Investor thinks: "I want to know which idea you're going to kill yourself trying to make successful, not which ideas have crossed your idle mind.
My books are always tactical, bullet lists, this is what you need to do because I'm trying to appeal to people who are trying to change the world and they need checklists.
You really can't spend money on socail media unless you really try. Socia media is really more about effort than expense.
Here's what you should say [to an investor]: 'this is what my company does' It's that simple. What you're trying to do is get potential investors to fantasize about how your product or service will make a boatload of money. They can't fantasize if they don't know what you do.