How to Write a Pitch Deck [A Content Guide]
- Ink Narrates | The Presentation Design Agency
- Aug 13
- 7 min read
While working on a pitch deck for our client Crystal, she asked us a question that really made us think:
“What’s the single most important thing to focus on when writing a pitch deck?”
Our Creative Director didn’t hesitate. He said,
“Your pitch deck should tell a clear story that answers the investor’s main question: why should I care?”
As a presentation design agency, we work on countless pitch decks throughout the year. And in that process, we’ve noticed one common challenge — founders often struggle to balance content and storytelling without overwhelming their slides.
So in this blog, we’ll talk about how to write a pitch deck that keeps your message sharp, your audience engaged, and your story convincing.
In case you didn't know, we specialize in only one thing: making presentations. We can help you by designing your slides and writing your content too.
Why Pitch Deck Writing Matters More Than You Think
You might wonder why so much fuss is made over pitch deck writing. After all, isn’t it just a few slides with some numbers and facts? The truth is, your pitch deck is more than a simple presentation. It’s your first impression, your elevator pitch, and your story — all wrapped into one visual package.
We’ve seen it time and again: startups with brilliant ideas fail to get meetings or funding because their pitch decks don’t connect. The problem isn’t the idea — it’s the way that idea is communicated. Clear, concise pitch deck writing helps you cut through the noise and capture the attention of investors who see dozens, sometimes hundreds, of decks every week.
Good pitch deck writing forces you to boil your business down to its essence. It makes you think hard about what matters most. And that’s exactly what investors want. They want to understand your business quickly, without wading through fluff or jargon.
For example, when we worked with a fintech startup last year, their initial deck was cluttered with endless technical details. After revising it with sharp pitch deck writing, focusing only on the core problem, solution, market, and traction, they got invited to present in front of a top venture capital firm. That’s the power of good pitch deck writing.
So, if you want to write a pitch deck that actually works, you have to care about how you write it. It’s not just about what you say — it’s about how you say it.
How to Write a Pitch Deck
Knowing how to write a pitch deck isn’t just about filling slides with information. It’s about creating a story that flows naturally, answers the right questions, and builds confidence in your business. From our experience as a presentation design agency, a good pitch deck does three things: it educates, it persuades, and it excites.
Here’s how you do it — slide by slide.
1. Start With a Compelling Cover Slide
This is your first impression. Don’t make it boring. Your cover slide should have your company name, your logo, and a tagline or one-liner that sums up what you do. It’s not just branding — it’s a quick hook.
For example, a startup focused on sustainable packaging used the tagline: “Changing the way the world packs, one box at a time.” Instantly, you get what they’re about and feel curious.
Keep the design clean. Too much clutter here can confuse or overwhelm.
2. The Problem Slide — Make It Real
Investors invest in problems, not products. So your next slide needs to clearly describe the problem you’re solving.
But don’t just state the problem in dry terms. Make it real and relatable. Use data or a short story to show why this problem matters.
We worked with a healthtech client who started their problem slide with: “Every year, 30 million people miss timely diagnoses due to outdated screening methods.” This kind of data grabs attention because it’s specific and urgent.
Avoid vague or broad problems. “People want healthier lives” is weak. “Millions lack access to affordable screening” is strong.
3. The Solution Slide — Show Your Unique Approach
Now that you’ve got the problem nailed, it’s time to present your solution clearly and confidently.
Don’t overwhelm this slide with technical jargon or long paragraphs. Show your product or service visually if possible, with one simple sentence explaining how it solves the problem.
One of our clients, a SaaS company, showed a before-and-after screenshot illustrating how their software cuts customer onboarding time by 70%. The visuals did more talking than words.
Remember, the goal here is to get your audience to think, “That makes sense. This is exactly what’s needed.”
4. Market Opportunity — Prove There’s Room to Grow
Your idea might be great, but if the market is tiny or shrinking, investors lose interest fast.
Use this slide to demonstrate the size of your market, the growth potential, and the segment you’re targeting.
Keep numbers realistic and sourced. If you claim a $10 billion market, back it up with research from credible sources.
We always advise clients to break down the market size into Total Addressable Market (TAM), Serviceable Available Market (SAM), and Serviceable Obtainable Market (SOM). This shows you understand the landscape and have a practical approach.
5. Business Model — Show How You Make Money
A clear business model is essential. You need to explain how you plan to generate revenue and why it’s sustainable.
Is it subscription-based, commission, licensing, or direct sales? Whatever it is, be straightforward and concise.
We’ve seen many decks get bogged down in this slide by overcomplicating pricing or revenue streams. Simplicity wins here.
For example, a marketplace startup stated: “We charge a 10% commission on every transaction, ensuring revenue scales with our growth.”
6. Traction — Prove You’re Not Just an Idea
Nothing beats traction when convincing investors. Show proof that your idea works in the real world.
This can be user numbers, revenue, partnerships, product milestones, or pilot results.
If you have strong metrics, highlight them here clearly with visuals like charts or icons. Numbers that show growth over time build trust.
For instance, a client came to us with a product that had 10,000 active users and 150% growth over six months. We made those stats pop on the slide. That’s the kind of traction investors want to see.
7. Go-To-Market Strategy — Explain Your Plan to Win
Having a great product isn’t enough. You need a smart plan to reach customers.
This slide should explain your marketing and sales strategy in simple terms.
Are you using digital ads, partnerships, inbound marketing, or sales teams? What’s your customer acquisition cost and lifetime value?
One startup used a straightforward bullet list: “1. Target tech startups through LinkedIn ads; 2. Partner with incubators; 3. Use referral programs.”
Keep it realistic and measurable.
8. Competition — Show You Know the Landscape
No business operates in a vacuum. Investors want to know you understand who your competitors are and why you’re better.
Don’t just name competitors. Show a competitive matrix highlighting your strengths and their weaknesses.
We often encourage clients to focus on unique differentiators — whether it’s pricing, technology, customer experience, or speed.
A well-done competition slide builds confidence that you’ve done your homework and can defend your market position.
9. Team — Prove You Have the Right People
Investors bet on people more than ideas. Your team slide should showcase the founders and key members, emphasizing relevant experience.
Use photos, short bios, and highlight past successes or unique skills.
If your team has previous startup exits, relevant industry experience, or technical expertise, say it here. It makes a difference.
We once helped a client rework their team slide from a generic list of roles to highlighting the CTO’s 10 years at a leading tech firm and the CEO’s previous successful exit. That gave investors confidence.
10. Financials — Be Transparent and Realistic
Numbers matter. Your financial projections should be realistic and backed by assumptions.
Show revenue, expenses, cash flow, and key metrics for at least 3 years.
Avoid overly optimistic forecasts that don’t make sense. Investors can see through hype.
If your startup is pre-revenue, focus on milestones and unit economics.
11. Ask — Be Clear About What You Want
The final slide should clearly state how much funding you’re seeking and what it will be used for.
Be specific about the amount, use of funds, and expected milestones.
For example: “We’re raising $1.5 million to scale sales, enhance product development, and expand marketing.”
This shows you have a plan and know what you need.
A Few Tips from Our Pitch Deck Writing Experience
Keep Slides Visual: Avoid heavy text. Use images, icons, charts, and bullet points to make information easy to digest.
Use Consistent Design: A clean and consistent visual style helps keep attention on your message, not the clutter.
Tell a Story: The deck should flow naturally — problem leads to solution, then market, and so on. Make the investor feel like they’re on a journey with you.
Practice Your Pitch: A deck alone won’t win investment. How you present it matters. Be clear, confident, and ready for questions.
Edit Ruthlessly: Cut anything that doesn’t add value. Every slide should have a purpose.
Writing a pitch deck is an exercise in clarity and persuasion. When you get it right, you don’t just share information — you create belief. And that’s how you win the chance to make your vision real.
Why Hire Us to Build your Presentation?
If you're reading this, you're probably working on a presentation right now. You could do it all yourself. But the reality is - that’s not going to give you the high-impact presentation you need. It’s a lot of guesswork, a lot of trial and error. And at the end of the day, you’ll be left with a presentation that’s “good enough,” not one that gets results. On the other hand, we’ve spent years crafting thousands of presentations, mastering both storytelling and design. Let us handle this for you, so you can focus on what you do best.