Four pitch presentation mistakes you’re making
You need funding for your start-up. You know that grant will elevate your business. There’s a client you’ve been dreaming of working with and they want you to present your proposal.
And the only thing between you and your goal is a presentation.
I’ve designed pitch presentations or pitch decks for eight figure client projects and innovative start-ups and I promise there are no fundamental differences between those decks and the one you are making for your business.
Pitches have to fulfil two criteria that don’t often go hand-in-hand. First, they must communicate very practical, often detailed information, quickly and easily. They show the ingredients of your idea, your secret sauce, and prove that you are worth investing in. Second, they have to evoke emotion in the audience, create a sense of delight, and invite them to dream with you.
Mistake 1: Skipping the essentials
This one sounds obvious but happens more often that you’d think. Don’t forget the what, why, how and when.
When people are excited and want to share their breakthroughs or big ideas they often forget the basics. When you are pitching there’s a desire to stand out and to do something different but there is still a formula to a pitch deck.
Investors will expect certain information to be included in every presentation they see, presented in a logical order. They might have seen 15 others that day and if they can’t find the answers they need, they could lose interest and move on quickly.
Similarly, if you’re pitching for a new client project, remember that they have boxes to tick and criteria to look for. Don’t make it easy for them to reject your proposal.
The solution:
Make sure your pitch deck answers the simple questions, what, why, how, and when. Answer the brief you’ve been given before you jump into the ol’ razzle dazzle.
Put yourself in the audience’s position and think about what knowledge they might need to understand your proposal. Don’t assume they know about your industry or niche. You might need to give more context information to get them on board.
Mistake 2: Too much detail
The opposite situation can also occur. I have seen presenters get lost in the detail and try to explain every app feature, new hire and financial transaction for the next 10 years. A pitch deck swamped with endless tables and charts that no one can follow or understand how they connect.
The solution:
Once you start getting too granular, it’s time to use an appendix. The appendix is useful for additional details that your audience can seek out themselves in a follow up document. Make sure the headings are clear and the slides still follow a logical order, similar to the deck.
You can also use the appendix slides as reference during a Q&A if you are asked about something you haven’t covered in the main deck.
Mistake 3: Lack of consistent branding
This is a mistake I’ve seen everywhere from start-ups to large corporates. Using a default template, or using 12 slide templates at once(!) with inconsistent fonts, colours, layouts and somehow always a slide with a Steve Jobs quote.
“If she’s a designer why did it take so long to mention branding?” And that is because if your content is not there, branding won’t save you.
Branding is the invitation to dream with you. You’ve probably heard it a lot but a brand is not a logo. It’s an opportunity to show who your company is and reinforce things like personality, tone and values.
Your deck might be the first introduction to your company and it can communicate so many unspoken things to your audience even if you’re not in the room.
The solution:
Sticking to your brand guidelines will look professional, don’t make a whole new brand for one deck. Don’t copy what others have done, your brand voice will work best when it’s authentic and matches the rest of your pitch.
If you don’t have brand guidelines yet or a custom template, focus on consistency. Keep your layouts simple and pick a suitable font and colour palette.
Mistake 4: No time to practise
Finally, and probably the one that’s been true for 96%* of pitch decks I’ve seen (*figure not verified at all).
Teams completing their deck at the last minute, working right up to the deadline, and leaving no time to practise.
Some people will still feel confident presenting like this but looking polished and professional will be easier with practise. You shouldn’t be reading each slide off the screen.
The solution:
Run-throughs are essential for getting comfortable with the information. Get familiar with the content, the order of clicks and animations and if you’re presenting as a team make sure you work on your handovers. Practise in the mirror but also to an audience, ask them to give you feedback to improve your delivery.
Don’t forget to practise Q&A too with some helpful volunteers so that you’re ready for anything.
I hope this has helped you get started or perhaps fix some bad habits. If you want to talk more about presentations please contact us and we’ll be happy to help.