What They Don’t Teach You in “Pitch Book” School

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Force rank your experience to the following statement​…

 Pitch BookWhen in meetings with investors, my marketing deck: 

  1. Rarely gets opened
  2. Gets used extensively as I explain every page as if I am doing a presentation in front of an audience
  3. Often has been ​read cover-​to-​cover in advance of our discussion by the person with whom I am meeting 
  4. Is​ typically​ thumbed through for the very first time by the investor as I am talking to her ​- irrespective ​of whether or not it was sent to her in advance of the meeting​

 

For me, (and practically every experienced manager that I have met), number four almost always ranks first and number three almost always ranks last.  

 

​Sure, they may have skimmed the deck in advance of the meeting -​ but if you ask me to bet on the over/under of whether they spent more or less than three minutes ​analyzing what you have written, I would take the “under”…​every time.

 

​So, if it is truly the case that your pitch book will only get a minute or two of attention (or partial attention, since the reader is multi-tasking at the time) – why not accept it and prepare your deck acknowledging the reality of the sales process.  

 

As my colleague, Kyle Dunn, likes to say, “there is a reason there are not paragraphs on highways signs.  People are simply moving too fast to read every word.”

 

Figure out your true message and then articulate it in small, bite-sized phrases that will actually get digested.

 

And while I recognize that what you have to say is important and of course, that your deck appears professional and institutional in every way, it is equally important that your message actually gets conveyed.  

 

JD David

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