A few days ago I wrote about using your board more effectively. Related to this is how you use your VCs.

The VC’s job doesn’t stop when they write the check. They want to see the investment succeed and have a wealth of business knowledge and contacts that can help that happen. But too many entrepreneurs see their investors as the enemy and don’t include them in the everyday business.

Fred Wilson, a VC blogger, says

If you want to get more attention from your VC than you are currently getting, and you don’t want to get that way by struggling, then you should find ways to rope them into your internal discussions.

He goes on to list a few reasons a VC will pay close attention to one of their investments. The trick is to get them paying close attention to you so you can use their expertise to grow your business.

Unfortunately Fred talks about people he knows that do this well, but doesn’t offer any ideas on how to do it yourself. If you’re interested in engaging your investors in the business, try these tips.

Forward them interesting discussions. If you’re having an email discussion about a new strategy, a new feature, or even a potential client, forward a copy of the email thread over too him. Do it before it gets too long and before you’ve made any concrete decisions. You’re not informing him of what you’ve done, you’re asking for input. A short note at the top that says “Fred, we’re thinking of X, any thoughts on it?” will help him understand what you’re looking for.

You’re looking for private feedback here, and by forwarding the message to just them, you’re shielding the rest of the team from his reply. Treat his guidance as confidential.

Add them to discussion. Occasionally copy him on emails that you think they might be able to help on. Say you’re looking for an advertising partner and you’ve tossed a few names and ideas around. Perhaps you’ve even picked a short list. Copy your investor into the email chain and as their opinion. “Fred, do you know any of these companies? Or someone else that might be suitable?”

The trick is knowing when to ask. You don’t want to get him involved so early that he’s getting copied on replies every few seconds. He gets enough email already. You also don’t want to wait so long that his counsel isn’t helpful.

Inform them of your direction. Got a new product, a big customer, or a feature that you’re testing out? Send your investor a note about it. “Hey, check this out…” can help focus his attention on what you’re doing and if you do it at appropriate intervals, it will give him a good picture of where you’re going and how fast you’re moving.

Remember that your investors aren’t the enemy. They want you to succeed and have a great deal of help they can offer to get you there. But they’re not around the office each day and don’t know what your challenges and next big ideas are. It’s up to you to get them involved.