- Background: Usually, founders tend to focus on the part of the business where they have the most background and expertise. For example, people with a stronger coding and tech background may be inclined to use more technical language when describing their product, which may not be easily understood by the average buyer/consumer. If a founder doesn’t happen to have much experience in marketing, it can become challenging to figure out the clearest and most compelling way to explain their business.
- Time: Being a founder is hard work. There’s almost never enough time in a day and a lot of decisions that demand immediate attention. Each is important in its own way, but you can never lose sight of how important a sales deck is; it is a tool for bringing in money.
- Pride: Yes, pride can get be a good thing, but not when it has you putting every single little thing about your company in a deck. The inclusion of too much detail muddies the point, confuses people, and wastes time.
- Test, Learn and Optimize: Put something together, get feedback from people outside your business and from outside your world. If your non-tech family member gets it, you’re on the right path.
- Start with Why: Forget the How for a bit, and focus on the Why – specifically, why you exist. If you can explain the why, it will unlock the door for deeper conversations and other points to be made. Most importantly, it will inspire and evoke emotions that drive action in your consumer.
- Delegate: Allow someone else on your team to develop the first draft, and build from there. Delegating will give you another chance to understand what others on your team think is important, and it gives you something to react to. They might have included things you never considered important, but which stand out as a key point to others.
Also published on Medium.
Leo Morejon is a successful marketing leader (Oreo Super Bowl Blackout Tweet, Influencer Marketing), educator (Iowa State University, West Virginia University), and sales leader (MarTech enterprise SaaS) who began his career as an award-winning social media marketer pioneering real-time marketing and leading business development pitches.