What are the best practices for using data and visuals in a pitch deck?

The best pitch deck advice I ever received was from Craig Iskowitz & Linda Wittich over at WealthTech Today. Here's the original post: https://wealthtechtoday.com/2022/11/29/elephant-hunting-fintech-sales-strategies-for-tier-1-prospects/ I love how they lay out step by step how to customize a pitch deck based upon your audience, data, and so on. I've used it myself with great response!

Without our audience, how would we sell ourselves? How would we sell our businesses? How would we sell our skills? We are walking LinkedIn profiles, showcasing our core values and beliefs wherever we go. Knowing who we are, is fundamentally the first step before we can know who our audience is. Once we have identified who we are and what we stand for, we can then begin to break that down into who would buy into me? And if it is a business, it is the same context. If your business solves a problem, you know that there are willing buyers. People buy into brands. We all just need to find the best way to sell ourselves and our businesses. People first, product second.

One big mistake I see with founders is not putting a clear "ask" into their pitch decks. If you are pitching to a VC, then the ask is how much cash you are raising, what you'll do with the money, and what that money will help you accomplish. That's what know your audience means to me here.

Understanding your audience is the first step in creating a great pitch deck. You need to understand who you are trying to sell to and what tone you should use. The visuals and the tone need to match the audience you are presenting in front of.

Knowing your audience is key because sharing data with them should be interesting and thought-provoking, but not overwhelming or too simple, (making them think duh…).

Don't forget the choosing the right individual for carrying out the pitch is crucial, here are some reasons why this is important: Establishes credibility: A confident and knowledgeable presenter can establish credibility with investors. Investors want to see that the presenter has a deep understanding of the business, the market, and the competition. Builds trust: Investors want to invest in people they trust. A presenter who is honest, transparent, and authentic can build trust with investors. Conveys passion and enthusiasm: A presenter who is excited about the opportunity can help investors get excited as well.

Solving a problem makes for the best presentation because it: Captures attention: Presentations that solve a problem are more likely to grab the audience's attention because they provide a clear and relatable context. Engages emotionally: Presentations that solve a problem can tap into the audience's emotions by addressing their needs and pain points. This can create a connection with the audience and help to build trust and credibility. Demonstrates value: Presentations that solve a problem can demonstrate the value of the solution by showing how it can improve the audience's lives or business. Offers differentiation: Presentations that solve a problem can differentiate a product or service from its competitors.

Storytelling is a powerful tool that can hook, engage and build rapport with your audience. Use a story that conveys your big why and why you are the right person & team to solve the problem. Master public speaking and effectively use your body language, voice, and tonality. Use the space you are given to present and read the room to keep your audience engaged. End with a clear call to action, and remember that many have a short attention span. Incorporate key points in the beginning, middle, and end.

Storytelling is the most important aspect of persons life and business. Understanding how we sell ourselves to people is rule number one. Rule number two is how to capture all of that information visually and in a captivating way, creating a story-like flow. Rule number three is line, hook, and sinker. Once you have someone captivated by your story, don't bombard them with hardened sales jargon. Be human, find connection. Build rapport. People will buy into your story. Your story is your revenue. Book: To Build a Story Brand

Telling your story is also a great differentiator! We are all different and we all have unique stories and experiences. Whenever you tell your own story, people are able to connect with you and relate to you. The connection you make with your audience is so powerful. ??

Consider data as a building block to support your story during the pitch. Do not get too technical with your data during the pitch. Aim to spark interest through value add by using your solution to get a follow-up meeting.

Numbers paint a picture. And they don't lie. Turning hard data into sexy visualisations is imperative in displaying complex line items, and spreadsheets. Always be clear, focused and concise as people want to be engaged with your data. Simple is always better.

Do not inflate your numbers! It's the fastest way to lose credibility and trust. Many investors are more interested in the idea and your ability to execute, so don't feel like you have to wow them with big numbers.

Understanding and using data is extremely crucial. It's important to understand any macro trends to best predict future trends. Your pitch deck should use the data to present your services/ products and how they solve a problem using the data to back it up.

Choose the graph based on the message it communicates: line graphs for trends, column graphs to compare values, waterfall to explain the difference between a starting and ending value, etc. This forces you to be very clear on what message you want the audience to understand from the data. Don’t just throw data on a slide because you think you should. Make sure it is supporting the point you are making.

Why is this important? Comprehension: Visuals can help to convey complex information in a more understandable and concise manner. A well-designed chart or graph can make it easier for investors to grasp key metrics and trends. Credibility: A pitch deck that includes well-designed visuals can demonstrate that the company has put thought and effort into the presentation, which can increase its perceived credibility. Differentiation: Visuals can help to differentiate a company's pitch deck from those of its competitors.

A brand's visual identity is an important aspect of its overall branding strategy. Here are some reasons why a brand visual is important: Creates recognition: A strong brand visual identity can help customers recognize a brand quickly and easily. Communicates brand values: A brand visual can communicate the brand's values and personality through its design, color scheme, and typography. This can help to build an emotional connection with customers. Sets the tone: A brand visual can set the tone for the brand's messaging and content. This can help to establish consistency across different channels. Differentiates from competitors: A brand visual can help to differentiate a brand from its competitors.

Be clear on what message you are trying to convey. Don't make it complicated. Make sure the the visual clearly supports that message. The ideal reaction from your listeners is: "oh, I see what they mean".

Visuals can support and elevate the pitch when used effectively. A photo is worth a thousand words. For instance, if you are solving a problem that can improve health outcomes, showing what the solution enables the end user to achieve is powerful, and so is painting a contrast before and after or with and without the solution you are proposing.

Association by visuals is a murderer if you get it wrong. The wrong visual can absolutely ruin a message being conveyed. Following simple rules of thumb, keeping it simple > complex, and ensuring you stick to to the guidelines and brief. Like for like.