Dumb things down

If you’re lucky, your clients understand about 10% of what you do. Most of them probably only understand about 5% of what you do. 

This is why clarity is key in pitches. 

When we build pitch decks, we try to dumb things down by about 50% so our clients can understand. This isn’t enough. We need to dumb things down by about 95% for them to understand. And the 5% we retain, we need to make sure is laser-focused on the client’s experience, what they receive, when they receive it, and how it will help them. 

I’m not saying you don’t need to be technically proficient or knowledgeable. You should definitely have those answers prepared when you pitch, and develop a technically proficient game plan for your project (especially if you’re working with a team). 

I am saying that your clients usually don’t know, or care, about what gear you’re using. They care about the final output, and how it will help them achieve their goals. 

When you’re building a pitch, here are some things to consider:

• What does this help my client achieve? 

• When will they get it?

• How will they receive it?

• What will it look and feel like? 

If you can clearly answer these questions in your pitch, you’ve already got a great headstart.