Secrets to a Successful Pitch Deck

A pitch deck is a persuasive presentation to convince an audience of what you have to say and to consider your point of view. The presenter should skillfully use facts and opinions with an understanding of how to engage their audience and ultimately get them to act based on their desired outcome.

Pitch decks are an integral part of a company’s business development. Whether you're pitching a product, a service, or an idea, a well-crafted pitch deck can get the attention that you need. It can also build trust, and ultimately lead to closing deals. We’ll discuss some tips that can help you present a successful pitch deck and increase your chances of achieving the outcome that you want.

1. Know Your Audience

Before creating your pitch deck, it’s important that you understand and know your audience. Through the appropriate research method, you can identify their needs, pain points and problems they are experiencing. When you understand your audience, you can then design your presentation in a manner that resonates with their specific problem and provide solutions, while addressing their concerns mindfully.

2. Set Clear Objectives

When you set clear objectives, you’ll be able to build out a pitch deck that will guide your potential investors’ or customers’ decision-making. As a presenter, it also helps with developing content to keep you focused throughout the delivery of your presentation. Some of the specific goals a pitch deck aims to achieve are generating leads, securing partnerships, or closing sales. These objectives don’t necessarily need to be in the slide deck, they can just be mentioned.

On a side note, for research and educational presentations, it is highly recommended that you outline the learning objectives on the actual slides to summarize what outcome the audience will walk away with.

3. Connect with Storytelling

People like to connect with others through stories naturally. If you can incorporate storytelling in your pitch deck, then you can engage your audience on a higher emotional level. Do this by crafting a compelling narrative that highlights the value of your product or service and how it solves the problem. Be sure to use relatable case studies and success stories with characters to make your pitch more memorable

4. Structure Your Pitch Deck

A well-structured pitch deck makes following along easier. Start with a strong opening and clearly state the purpose of your presentation. A quick hook or short elevator pitch brings forward the issue you are trying to solve and gets the attention of viewers. Try using sections or chapters that flow seamlessly, your content will be organized logically that way. If you decide to distribute your presentation, navigating the document will also be easier especially if you include a table of contents and clickable buttons.

Here is a suggested list of slide sections to include in your pitch deck: 

• Cover

• Problem

• Solution

• Potential Interest/ Market Size

• Competition (if any)

• Business Model

• Team

• Summary & CTA

• Appendix: (Financials etc.)

5. Use Visually Appealing Images and Graphics

Visual appeal plays a significant role in keeping your audience engaged. When you create visually appealing slides with appropriate images, it’ll not only compliment your content but also support and reinforce your key points. Use high-quality images, infographics, and charts to communicate complex information more effectively and in easier terms. You can find these on professional stock photography websites or enlist the help of a professional presentation designer.

It’s best to stay on brand by following your company’s brand standards guide. Your presentation design will look consistent, polished, and professional. If you don’t have a brand guide, as a rule of thumb, use two to three colours and a maximum of two different font styles.

You can learn more about how to elevate your presentation from a design perspective, check out my article: 10 Tips to Elevate Your PowerPoint Presentation.

6. Prepare for Criticism and Questions

Before presenting, prepare a list of potential criticisms and prepare well-thought-out responses. When you come prepared, it builds trust and credibility. Always be honest, and transparent, and use supporting evidence to back up your replies. Most importantly, make sure you know your financial numbers like the back of your hand. If you’ve ever watched Dragon’s Den or Shark Tank, you’re probably familiar with how investors are grinding the presenter by asking for numbers such as sales revenue, profit, ROI, cost etc. You want to make the investor feel confident in their decision-making.

7. Call to Action and Follow-up

Every pitch deck should include a compelling call to action. Communicate the desired next steps and the benefits of taking action early. Try including a time-sensitive offer with the call to action, to increase sign-ups. Provide contact information and make it easy for your audience to reach out. Make sure to follow up promptly after the presentation.

8. Deliver with Confidence

The delivery of your presentation can make or break your pitch. Practice in front of a small group or a person who will make note of your body language, tone of voice, and eye contact. When you practice your presentation multiple times, it’ll ensure smooth transitions and a natural flow. Try to make the presentation engaging by encouraging interaction and be prepared to answer questions effectively.

In conclusion, getting a positive reaction from a pitch deck requires careful planning, effective communication, and an understanding of your audience. By implementing these best practices outlined here, you can improve your pitch deck and increase your chances of success.

Remember, the more you practice, the more confident you will build. Make incremental changes to your approach if necessary based on feedback and experiences. Through dedication and continuous improvement, you can become a persuasive presenter, increasing revenue, and creating results for your business.