Even the best idea might not get funded if it’s not presented well. That’s why a well-designed pitch deck can make all the difference when it comes to securing investments or winning over potential clients.
A pitch deck is more than a presentation – it’s a visual representation of your business or product, and needs to showcase key information in a concise and compelling manner. To create a truly effective pitch deck, there are three key areas to focus on: understanding your audience, designing an eye-catching presentation, and incorporating the power of storytelling.
In this blog post, we will dive into each of these topics and provide practical tips to help you craft a pitch deck that captivates investors and drives new business.
Start with the audience
No two audiences are the same, and no two pitch decks should be either. To create a persuasive pitch deck, it is crucial to start with understanding your target audience. This will help you to tailor your presentation to their specific needs and interests.
Start by researching at a high level. Analyze their industry, market trends, and any recent news or changes they have made. This will provide valuable insights into their preferences and expectations.
Next, identify the specific pain points and challenges your audience faces.
By highlighting how your business idea or product addresses these issues, you can establish a strong connection and demonstrate the relevance of your pitch. Incorporating clear data and statistics can further support your claims and strengthen your credibility.
Remember, the more you know about your audience, the better you can tailor your pitch deck to resonate with them.
Design for clarity
Aesthetically pleasing design plays a crucial role in capturing and keeping the attention of your audience.
The number one tip for pitch deck design is to keep things simple. Your pitch deck is all about the content and story, and your designs need to support and enhance those messages. If you get too fancy with designs, you can actually end up taking away from the audience’s ability to grasp key content. Opt for a clean and professional look that avoids clutter and distractions, and use a consistent color scheme that aligns with your brand identity.
Visuals and graphics are powerful tools for enhancing the impact of your pitch deck. Include high-quality images, charts, and infographics that are relevant, engaging, and easy to understand.
Avoid overcrowding slides with excessive text; instead, use bullet points or concise statements to convey key information. Remember, your pitch deck should complement your verbal presentation, not overwhelm it.
Additionally, details like font selection play a key role in the readability of your pitch deck. Choose clear, legible fonts that are easy to read even from a distance, and stick to a maximum of two font styles to maintain consistency and avoid visual confusion. And ensure that font colors provide sufficient contrast against the background for clarity.
By paying attention to these design concepts, you can make sure your visuals support your content, not get in the way of it.
Use the power of storytelling
Storytelling is a powerful technique that can elevate your pitch deck from a mere presentation to a memorable experience.
There are two ways you can use storytelling in a presentation: story structure and narrative techniques.
Structure is all about crafting a big-picture story that takes your audience on a journey from the problem to your unique solution. Using a clear storyline that flows logically from one slide to another helps to make your argument clear, and helps the audience connect with your content.
Narrative techniques are specific ways to add storytelling to your pitch. This could include personal anecdotes, real-life examples, and case studies that illustrate your point. You can even incorporate testimonials or real-life success stories to illustrate your story from the customer perspective.
By structuring your presentation like a story and adding some narrative moments throughout, you can keep your content clear and your audience engaged.
Closing the deal
While the content can be complex, the concepts behind successful pitch decks are simple. By understanding your audience, designing a visually appealing presentation, and incorporating the power of storytelling, you can create a pitch deck that captivates investors and clients alike.
More from VB
Looking for more information about presenting to executives and beyond? Check out our resources for expert advice and tested strategies.
About the author
Danielle John is the founder of VerdanaBold. She has more than 25 years as an award-winning designer and creative lead, directing the visual expression and production of thousands of high-value new business pitches, C-level presentations and internal presentations for major global brands. When she’s not busy at VerdanaBold, she can be found antique shopping and spending time with her husband and two kids.