We’ve mentioned before that giving a pitch is similar to marketing and advertising. This is why you need a simplistic deck for better pitch ideas.
But what exactly makes what Cutting Edge Advertising author Jim Aitchison calls the “less is more” principle effective enough to make ad agency gurus and professional presenters rely on them? Why do professional presenters like those who give the TED Talks make better impressions?
There are three reasons why simplicity gives better pitches.
According to ad veteran Luke Sullivan, all of them rely on a principle made by one of the founders of the ad agency behind the famous Volkswagen ads: “…they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly.”
1. Simplicity Gets Your Point Across
Aside from being able to sell effectively, Aitchison suggests that an ad needs to be understandable. This is the same requirement that every professional pitch deck needs in order to sell.
With simplicity, your sales pitch becomes more understandable, accurate and concise, letting you state your main point and tell your clients what they get out of your proposed product from the start.
2. Simplicity Cuts Through The Competition
Everyday, people are being bombarded with a clutter of advertisements. Clients face a similar situation with presenters. With all the other pitches to sit through, they need to sort through every potential partner’s gimmicks and extra bells and whistles.
With simplicity, you get to state what you can do, what clients get out of your offer and what advantages you have to outsell the competition.
3. Simplicity Gives More Creativity
With a simplistic strategy, you have more room to be creative and interesting. Once you know your product and your position in the market (be it an industry leader, an upstart underdog or a company playing second fiddle), start crafting your pitch deck slide designs and your speech around highlighting your current strengths.
For example, do you want to highlight your achievements as the best company in the industry? Do you want to feature your advantages over the top companies? Do you want to introduce a new product’s advantages and benefits to the client?
It all depends on how you want to present your company to your client. One effective way to do this is to keep it simple enough to be interesting.
The Main Ingredient: Look To Your Product
Those questions are simple strategies that give room to let your pitch deck visual design ideas do the talking, a specialty of pitch deck design professionals. The answer to doing all this lies in finding that one thing that makes your product interesting.
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“Ad Agency Tricks: Outsell Competitors in Sales Presentations.” pitchdeck.com. Accessed August 21, 2015.
Aitchison, Jim. Cutting Edge Advertising: How to Create the World’s Best Print for Brands in the 21st Century. 2nd ed. Singapore: Pearson Prentice Hall, 2004.
Great Volkswagen Ads. Accessed August 21, 2015.
Sullivan, Luke. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. 3rd ed. Hoboken, N.J.: John Wiley & Sons, 2008.
