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How to write sales deck content [A detailed guide]

During one of our discovery calls, I had a conversation with the founder of an IT consulting company. They mentioned, "We have our sales deck ready, we just need you to design it."

We've seen similar situations in the past, where clients' in-house teams create content that's challenging to design, so I decided to dig deeper. I asked, "Could you present this deck to me right now?"

As the founder presented, I noticed the content followed a traditional structure: "About our company," "Our services," and "Our capabilities." I questioned, "Are you certain about using this content for your sales deck? This narrative style may have worked two decades ago, but today's audience expects a more persuasive and engaging approach."

The founder seemed perplexed, believing they had crafted effective content. "So, what are our options?" they asked.

I explained, "You can collaborate with us to develop your sales deck's content from scratch, or if you prefer to do it in-house, we can provide guidance on structuring the narrative for your team to refine."

In this article, we'll provide a DIY process for developing sales deck content in-house. However, if you find it overwhelming, don't hesitate to reach out to us for comprehensive assistance in creating your sales deck from scratch.

How to write sales deck content [Step by Step]

Step 1: Define Your Audience

Begin by clearly identifying your target audience. Understand their demographics, needs, pain points, and preferences.

For example, if you're a software company targeting small businesses, your audience may consist of tech-savvy entrepreneurs seeking cost-effective solutions to streamline their operations.

Step 2: Establish a Narrative Structure for Your Deck

Develop a cohesive storyline that guides your audience through your presentation. Consider starting with a compelling hook to grab attention, followed by a problem-solution framework that addresses your audience's challenges and presents your offering as the solution.

For Example, if you're pitching a marketing agency, your narrative structure might involve highlighting common marketing pain points and showcasing how your services can alleviate them.

Step 3: Brainstorm to Gather Relevant Information

Conduct brainstorming sessions to gather all pertinent information that needs to be included in your slides. This may involve outlining key features, benefits, success stories, client testimonials, and supporting data.

For example, if you're creating a sales deck for a new product launch, brainstorm ideas for showcasing product features, demonstrating its value proposition, and addressing potential customer objections.

Step 4: Craft Compelling Copy

Use creative copywriting techniques to craft persuasive and engaging content for your slides. Focus on communicating your message clearly and concisely while maintaining a conversational tone. Incorporate storytelling elements, compelling visuals, and persuasive language to captivate your audience.

For example, if you're promoting a fitness app, craft a copy that highlights the app's unique features, benefits, and how it can positively impact users' lives.

Step 5: Seek Feedback and Iteration

Share your draft presentation with colleagues, mentors, or potential customers to gather feedback. Encourage them to provide constructive criticism and suggestions for improvement. Use this feedback to refine your content, address any gaps or inconsistencies, and ensure your message resonates with your audience.

For example, if feedback suggests that certain slides are confusing, revise them to provide clearer explanations or visuals.

Step 6: Design with Impact

Once your content is finalized, focus on giving your presentation a visually appealing design. Choose a consistent color scheme, typography, and layout that aligns with your brand and enhances readability. Incorporate eye-catching visuals, such as high-quality images, graphics, and charts, to complement your messaging.

For example, if you're designing a sales deck for a fashion brand, use stylish and vibrant visuals that reflect the brand's aesthetic and appeal to your target audience.

Work with us

Link to our sales deck services

If you discover that navigating through this process internally proves challenging, don't hesitate to contact us through the contact page on our website. We're here to lend a hand and create your sales deck from the ground up, ensuring it aligns perfectly with your vision and objectives.


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