Principle three key messages should be delivered clearly starting from the title of each slide.
Principal number three is key messages should be delivered clearly starting from the title of each slide.
This links to the previous points about structuring your story.
Every slide delivers information or a key message which is a building block of the store you are developing
and this information or message should be made very clear straight from the top of the slide.
Sometimes the audience will just look at the title and based on that decide whether to spend the time
looking at the rest of the slide.
Therefore by reading the title of each slide the audience should immediately see there what's in it
for me is the information on the slide.
Useful and is it worth spending time and energy digesting it.
This is especially important in marketing oriented presentations like pitch books investor decs confidential
information memorandums and management presentations.
We'll look into some illustrate of structures and sample slides for these documents later in the course.
But a good example to mention here comes from key investment highlights which are a common element in
such presentations.
These are basically the main reasons an investor or a buyer should be interested in an investment opportunity.
One logical reason to invest would be the exposure to a high growth market.
Therefore one of the first points in such lists of key investment highlights would read along the lines
of a long term growth story.
High growth market strong industry tailwinds attractive growth prospects favorable sector trends etc.
such message can be the title of a slide that shows further evidence and explains in more detail why
this is the case.
One way to do that would be to show historical and projected total revenues for the relevant market
then additional slides and layers of detail can be added demonstrating the drivers for such expected
industry growth its drivers can be macroeconomic.
Like GDP growth consumer trends and taste's technological innovation dynamics in related markets regulatory
and so on.
For example if we are talking about the renewable energy market we can have the following slide sequence.
A long term growth story for green energy and a slide showing growth projections for the total market
from a specialized industry consultant to driven by long term increasing demand for electricity and
a slide showing data points supporting the statement that can also come from specialized industry or
government sources.
Three technological evolution slide with data points showing how the underlying technology has improved
and become more efficient over time and so on and so forth.
Remember this principle key messages should be delivered clearly starting from the title of each slide.