A Bold Presentation Tip That Very Few Bold People Would Actually Consider

“Of all of the recommendations that I give, this is the one that is most ignored…”

- Guy Kawasaki, The Top Ten Mistakes of Entrepreneurs

I am absolutely certain that if tech entrepreneurs ignore Guy’s advice coming directly from him, then his same advice coming from me directed toward asset managers will be met with tumbleweeds and sounds of dropping pins.

At least I can be comforted in knowing that you’re not soliciting my advice and then blatantly ignoring it in my face.

The advice?  Guy calls it his 10-20-30 rule of PowerPoint…

When preparing your pitch, use no more than ten slides, make it twenty minutes in length, and use a thirty-point font size.

Blasphemy, you say.  Maybe that works for the tech industry, but this is asset management, for goodness sakes!!  I get it.  I get it... Just hang with me for a second and contemplate this question – what exactly is the purpose of your pitch book?

Is it designed to replace a face-to-face meeting?  Of course not – it is more designed to get you into the face-to-face meeting.  Is it designed to replace your due diligence materials?  Again – that’s a big, fat, not-a-chance…. At best it’s designed to act as a bridge from the introductory face-to-face meeting to the due diligence process.

To me, the purpose of your marketing deck is to act as a tool designed to create interest and pique curiosity.  That’s it.  I am not saying that it shouldn’t contain important information – I’m saying that it doesn’t need to contain all of your information.

And overwhelming people that don’t know you with information they aren’t yet sure they need to care about has got to be one of the surest means of not getting someone to pay attention to you.

By the way – when it comes to your introduction (you know, that email you send when someone hears your elevator pitch, wrinkles their forehead with a thoughtful pause and then says, “Hmmm…sounds interesting. Send me something…”), try using a “web deck”.

It provides them with just enough information to get you into the conversation and not too much to scare them away.  You can check one out here.

Finally, even if you ignored everything in here…do yourself a favor and consider one final piece of advice from Guy…ask yourself what you would doif someone offered you $100 for every word that you remove from your marketing deck.

By JD David

Marketing, PresentationsJD David