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How to write sales deck content [Detailed Guide]

Last week, I found myself in a virtual meeting with the founder of a burgeoning IT consulting company. The meeting had been scheduled to discuss the development of their much-needed sales deck. As we settled into the conversation, the founder expressed their urgency, stating, "We need you to design the deck for us."

Curious about the scope, I inquired, "How many slides are we looking at? I'll prepare a quotation accordingly." However, confusion sank in when the founder admitted, "Sorry, I think there's been a misunderstanding. We don't have anything yet."

Realizing the blank canvas before us, I gently explained, "In that case, crafting the content for the sales deck will need to be our first step before we can proceed with the design." The founder seemed puzzled, admitting, "Okay, I'm not entirely familiar with creative processes or how this works. What should we do now?"

Taking control, I outlined a structured approach, "First, we'll establish a narrative framework for the sales deck. Then, we'll systematically gather the necessary information for each slide and refine it through thoughtful copywriting. That's the ideal process for developing impactful content for your sales deck."

Reflecting on this conversation, I realized that this in-house process we follow at Ink Narrates could be invaluable to others facing similar challenges. So, in this article, I aim to provide a detailed guide to help you navigate the content development journey for your sales deck. Whether you decide to tackle it in-house or seek our assistance, let's embark on this journey together.

How to write sales deck content [From Blank Canvas to Compelling Story]

Developing a sales deck is akin to constructing a captivating story. Let's break down the key steps involved in crafting the content for your presentation:

Step 1: Setting the Stage - Narrative Structure

Just like any good story, your sales deck needs a clear narrative structure. This roadmap guides the audience through a logical progression, building interest and ultimately leading to a call to action. Here's what you need to define:

  • Opening Hook (1-2 slides): Grab attention with a powerful introduction that captivates your audience within the first few seconds. This could be a surprising statistic, a thought-provoking question, or a relatable anecdote that highlights a pain point your ideal customer faces.

  • Problem Definition (1-2 slides): Define the specific challenge your product or service solves. Don't just list features; paint a vivid picture of the frustrations and consequences your target audience experiences without your solution.

  • Solution Presentation (2-4 slides): Showcase your offering as the perfect remedy, highlighting its features and benefits. Focus on how your product or service addresses the pain points identified earlier and what makes it superior to alternatives.

  • Social Proof (1-2 slides): Build trust and credibility with testimonials, case studies, or industry statistics. Feature success stories from satisfied clients experiencing positive results with your product or service. Include data-driven evidence to support your claims and showcase the value proposition of your offering.

  • Client Journey (Optional, 1-2 slides): Consider incorporating a slide that visually depicts the client's journey – their challenges, how your solution addresses them, and the positive outcomes achieved. This can be a powerful way to connect with your audience on an emotional level.

  • Call to Action (1 slide): Clearly state what you want the audience to do next, whether it's scheduling a demo, requesting a quote, or making a purchase. Frame your call to action as a natural next step in their problem-solving journey.

Step 2: Content Gathering - Filling the Slides

Once you have the narrative structure in place, it's time to gather the information that will populate each slide. This stage involves:

  • Understanding Your Audience: Research your target market to tailor your message and address their specific needs. Conduct market research, analyze customer data, and develop buyer personas to gain a deep understanding of their challenges, goals, and pain points.

  • Identifying Key Selling Points (USPs): Pinpoint the most compelling features and benefits of your offering that resonate with your audience. What makes your product or service unique and superior to the competition? Focus on the value proposition that sets you apart.

  • Compiling Data and Visuals: Gather statistics, charts, or graphs that visually support your claims and showcase the value proposition. Data and visuals can significantly enhance audience comprehension and retention of key information.

Step 3: The Art of Persuasion - Creative Copywriting

  • Call to Action Integration: Seamlessly integrate calls to action throughout the deck, prompting the audience to take the next step. Make your calls to action clear, specific, and easy to follow.

  • Crafting Compelling Headlines: Develop clear, concise, and benefit-oriented headlines for each slide. Your headlines should grab attention and entice viewers to delve deeper into the content.

  • Power of Questions: Strategic use of questions can spark curiosity and keep your audience engaged. Pose questions that challenge their current situation or highlight the potential benefits of your solution.

  • Active Voice Preference: Write in active voice to create a more dynamic and engaging presentation. Active voice makes your writing clear, concise, and easier to understand.

Step 4: Refine and Polish - Review and Feedback

No masterpiece is created in a vacuum. Seek feedback and iterate based on:

  • Internal Review: Get input from colleagues from different departments (sales, marketing, product) to ensure clarity, flow, and alignment with brand messaging. A diverse perspective can help identify potential gaps or areas for improvement.

  • Client Feedback (if applicable): If you're developing the deck for a client, incorporate their feedback to ensure it aligns with their specific needs and target audience. Conduct review sessions and revise based on their input.

Step 5: Moving to the Visual Stage

With a finalized content deck, you're ready to move on to the design phase.

  • Design Collaboration: Work with us to create visually appealing slides that complement your content and enhance comprehension. Provide clear instructions and ensure the designer understands the overall brand identity and messaging.

  • Presentation Perfection: Ensure a seamless flow between visuals and text, creating a cohesive and impactful presentation. Avoid text-heavy slides; visuals should support and enhance the key messages, not replace them.

  • Formatting and Consistency: Maintain consistent formatting throughout the deck, including fonts, colors, and layouts. This creates a professional and polished look.

Work with us

If you find the process outlined above to be overwhelming to handle internally, don't hesitate to reach out to us for assistance. Simply visit the contact page on our website to get in touch.


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