8 Tips to a Better Marketing Deck

Capital allocators love process and they have a lot of boxes to check.   It is obviously critical to check these boxes; however, you can’t let a very small box overshadow the inherent role an allocator has, and that is to invest money very intelligently.  

In creating marketing materials, in reaching to check all the boxes, it is critical that you don’t dilute the very reason an allocator should direct capital your way. 

Here are 8 quick tips to building a stronger marketing deck.

1.)  It is important not repeat a given point multiple times throughout your deck. It not only dilutes the importance of that point, it also leads to a really long deck.

2.)  If you have something important to say, don’t hide it amongst a bunch of copy, have it stand alone on the page.

3.)  If pages in your marketing deck have writing from the top left hand corner to the bottom right hand corner, any important message on that page will be lost.  (Most people won’t read all of that information.)

4.)  More information isn’t necessarily better.  People are busy.  The more concisely you can tell your story, the more effective the deck will be.  If your deck is 50-plus pages, I think you are hurting versus helping your cause.

5.)  Have a creatively capable person put the end product together.  If you are really good with Excel, that probably isn’t you.

6.)  The medium is the message.  If your deck is sitting on a boardroom table, does it stand out?  Consider the type of paper stock you are printing the deck on.  Heavier weight paper is always better. 

7.)  If you are using graphs and charts, make sure they are easy to read.

8.)  DON’T CHECK EVERY SINGLE BOX. An allocator will have no reason to call you back, and you want them to call you back.  (The trick, make the “very intelligent” part of your deck so compelling that they want to follow up.  Capital allocators all want to think they have gone out there and found the next best thing.  In marketing for capital, it is important to create a sense of discovery.)

By Kyle Dunn