The Critical First Impression: Your Pitch Deck's 170 Seconds

The success of your pitch deck often hinges on a remarkably short timeframe. On average, investors dedicate just 170 seconds to initially evaluate a pitch.

As Reid Hoffman, a venture capitalist and LinkedIn’s co-founder, points out, investors are inundated with proposals. A typical general partner in a venture firm reviews approximately 5,000 pitches annually, ultimately investing in only zero to two ventures.

The Overlooked Power of Language

Founders dedicate significant effort to the visual design of their pitch decks. However, the words used on each slide frequently receive less attention. This is a critical oversight, given the limited time available.

Unintentional or poorly chosen language can detract from your message, or even create a negative impression. We leveraged our expertise in linguistics and communication, derived from analyzing millions of documents at Writer, to identify 11 words and phrases that should be eliminated from your VC pitch deck.

Identifying Detrimental Language

Effective communication is paramount when seeking investment. Certain words and phrases can undermine your credibility or obscure your key message.

Common Pitfalls to Avoid

• Vague terminology can create confusion and distrust.
• Jargon, while common within your industry, may not be understood by all investors.
• Overly enthusiastic claims can appear unrealistic and damage your credibility.

By carefully curating the language in your pitch deck, you can maximize its impact and increase your chances of securing funding. Remember, every word counts within those crucial 170 seconds.

Prioritizing clear, concise, and impactful language is as important as a visually appealing design. A well-crafted pitch deck communicates value effectively and efficiently.

Potential Negative Framing in Investor Pitches

1. The Term “Runway”

Presenting to venture capitalists requires careful communication. It’s vital to showcase your concept favorably while demonstrating thorough planning. However, proactively sharing specific details can sometimes be counterproductive.

Avoid stating: “We are requesting $X in funding to secure Y months of runway.” While articulating your intended use of funds is essential, framing it in terms of runway within a pitch deck is generally ill-advised. This phrasing often implies an impending need for further capital, potentially creating a negative impression.

Focus instead on positive projections and growth potential. The HappySignal example illustrates the power of optimistic language in conveying your message effectively.

2. Discussion of “Exit Strategy”

Refrain from including statements like: “Our exit strategy is…” Comprehensive business planning necessitates consideration of both favorable and unfavorable outcomes.

However, explicitly mentioning an exit strategy in your presentation can immediately shift investors’ focus to potential risks. The primary goal is to capture their attention with the opportunity your venture presents. Be prepared to address the subject if it arises, but avoid proactively introducing it.

Clichés

3. “Just X Percent”

A compelling pitch deck is essential for demonstrating to venture capitalists the investment potential of your concept. Employing overused phrases can hinder your efforts. Avoid statements like: Capturing X percent of the market would….

This isn't just a tired trope; it represents aspiration rather than concrete strategy. Ensure your slide content remains firmly rooted in demonstrable data and statistics.

Other phrases to eliminate from your presentation include: the Amazon of X, envision a future, and transferring Y to blockchain.

Why Avoid These Phrases?

These expressions often lack substance and fail to convey a clear, actionable plan. Investors seek evidence of thorough market analysis and a realistic understanding of challenges.

Focusing on factual achievements and quantifiable projections will build greater credibility than relying on vague, aspirational statements.

Alternative Approaches

• Market Analysis: Present detailed research on your target market, including size, growth rate, and key trends.
• Competitive Landscape: Clearly outline your competitive advantages and how you differentiate yourself.
• Realistic Projections: Base your financial forecasts on solid assumptions and demonstrate a clear path to profitability.

By prioritizing substance over style, you can create a pitch deck that resonates with investors and increases your chances of securing funding.

Absolutes

4. “Everyone,” “Always,” “Never,” “No One”

Effective communication in a pitch demands subtlety. Employing absolute terms when presenting your concept undermines this crucial aspect. Furthermore, closer examination often reveals exceptions to any stated absolute.

A considered and balanced approach is essential when articulating your Total Addressable Market (TAM), ideal customer profile, or the benefits of your product. Statements utilizing absolutes, like all people prefer X, lack this nuance and can raise concerns regarding the soundness of your strategy.

Consider how Crossbeam defines its addressable market. They intelligently focus on companies possessing “at least one partnership-focused employee,” within four distinct market categories. This level of detail is remarkably precise!

Avoid generalizations. Instead of claiming everyone needs your product, focus on the specific segments that will benefit most.

Phrases like “always delivers results” or “never fails” can be easily disproven. A more credible approach is to highlight consistent performance and a commitment to improvement.

Similarly, stating “no one else offers this” is a bold claim that requires substantial evidence. It’s often more effective to emphasize your unique differentiators.

Vague Terminology in Pitch Decks

5. The Word “Unique”

Clear and accurate communication significantly increases the likelihood of a business achieving success. However, the use of imprecise language represents a common and detrimental flaw observed in many pitch decks. The term unique, while often intended to highlight differentiation, lacks the necessary specificity.

Instead of simply stating uniqueness, directly articulate the nature of what sets your business apart. Even more impactful is a detailed plan outlining how this uniqueness will be leveraged. While innovative ideas are valuable, investors prioritize a well-defined execution strategy.

6. Avoiding the Use of “Intend”

Expressing good intentions does not equate to having a concrete plan. Employing the word intend within your pitch deck introduces a level of abstraction and ambiguity. A stated intention is far more easily dismissed than a robust plan supported by persuasive narrative.

7. The Pitfall of Claiming “No Competition”

The phrase no competition should be entirely avoided throughout your pitch deck. At best, such a claim appears as an overstatement; even in the absence of direct competitors, indirect competition likely exists.

At worst, asserting a lack of competition may lead investors to believe that insufficient market research has been conducted, potentially invalidating the core foundation of your business model.

8. Replacing “Good” with Specificity

Investors are not seeking merely good ideas; they are actively pursuing the best opportunities. Using the adjective good to characterize any aspect of your plan – such as good growth – diminishes its impact and reduces the overall credibility of your pitch.

The market analysis presented by Wasabi effectively demonstrates the power of precise language in a compelling pitch deck.

Qualifiers (Also Known as Intensifiers)

“Very,” “So,” “Quite”

When crafting content for visual presentations, such as pitch decks, conciseness is paramount. Qualifiers introduce superfluous wording, diminishing clarity. Avoid using terms like very, so, or quite in your writing.

Consider this: what specifically constitutes very fast growth? Interpretations will vary. Instead, opt for concrete data, such as growth of X percent annually, to eliminate ambiguity.

Maintaining precision and a fact-based approach is crucial for effective communication.

UNest exemplifies this principle by replacing the vague phrase “very fast” onboarding with the specific claim of “5 minutes.”

This directness enhances understanding and credibility.

Key takeaway: Replace subjective qualifiers with objective metrics whenever possible.

Enhancing Deck Readability and Avoiding Pitfalls

Readability Considerations

Analysis of highly effective pitch decks reveals an average readability score equivalent to the 10th or 11th grade level. Conversely, decks that failed to secure funding exhibited a higher complexity, typically at the 12th grade or college level.

Avoid technical jargon and maintain sentence simplicity. Each paragraph should ideally contain no more than one or two sentences to maximize clarity.

Utilize readability assessment tools, such as those offered by Writer, to evaluate the linguistic accessibility of your own presentation materials.

The Prudence of Avoiding Humor

Incorporating humor into your slides carries a significant risk of misfire. A poorly received joke can introduce awkwardness and disrupt the flow of your pitch.

Such a disruption could potentially jeopardize the entire presentation process. Therefore, it is generally advisable to refrain from attempting humor and instead focus on delivering a clear and concise articulation of your strategic plan.