Photo: Jason Goodman / Unsplash

A great pitch deck tells a compelling story that transforms sceptical listeners into enthusiastic supporters. Whether you’re selling wine bottling solutions to local vineyard owners or pitching investors to fund your music, art, and lifestyle festival, it’s the story that will get them excited to become characters in your narrative. 

Of course, you need the clear, accurate, and well-presented data to give bones to your story. But after two decades of advising startups and established companies on their pitch strategies, we've noticed a pattern: the most successful presentations prioritise human connection over flashy graphics and technical jargon.

Here are seven essential strategies for creating pitch decks that resonate deeply with your audience:

1. Start with the problem, not your solution

The quickest way to lose your audience is to dive straight into your brilliant solution. Begin instead with a clear, relatable problem statement. Your listeners need to feel the pain point viscerally before they can appreciate how your idea solves it. Describe the problem in human terms—not as abstract market statistics, but as lived experiences that your audience can recognise.

A startup seeking funding for their telemedicine platform could capture this with something like: "Each year, 3.6 million Americans miss medical appointments due to transportation issues. Behind that number are people like Maria, a 72-year-old grandmother who skipped three cardiac follow-ups last year because her daughter couldn't take time off work to drive her."

As you can see, this kind of presentation takes deep work. You need to know the stats, but beyond that, you need to know your target audience on a personal level. This means doing the legwork to collect their stories and use them to inform your product development and your pitches. 

2. Structure your narrative like a compelling short story

Effective pitch decks follow a narrative arc: problem → attempted solutions → breakthrough insight → your unique approach → proof it works → call to action. This structure mimics how our brains naturally process information and make decisions. Keep the total slide count between 10-15 to maintain focus. Each slide should advance your story, not just present isolated facts.

3. Eliminate every unnecessary word

Verbose slides kill attention spans. When drafting slide content, write it out completely—then cut it by half. Then cut it by half again. What remains will have exponentially more impact. The four most overloaded sections in typical pitch decks: 

1. Market analysis
2. Technical specifications
3. Competitive landscape
4. Financial projections 

Create detailed appendices for these topics, but keep your main deck ruthlessly concise.

4. Show, don't just tell

Abstract claims fade from memory; concrete demonstrations create lasting impressions. Rather than stating your product is "intuitive," show a 20-second video of someone using it. Instead of claiming "substantial market opportunity," visualise how your solution transforms a specific customer's workflow. Demonstrations convey credibility that assertions cannot. Best of all, they can take mere seconds to play out, making them as efficient as they are effective. 

5. Personalise for each specific audience

A common mistake is creating one universal pitch deck. Different stakeholders are going to care about different elements of your proposal. Investors prioritise scalability and return potential. Corporate partners focus on integration possibilities. End users care about ease of implementation. Customise your emphasis accordingly while maintaining your core narrative.

A software company could, for example, create three variants of their deck: the "investor version" to highlight market size and revenue projections, the "partnership version" to emphasise API flexibility, and the "enterprise client version" to showcase implementation timelines and ROI case studies.

6. Address objections before they arise

Every pitch faces predictable objections. Rather than hoping nobody mentions them, incorporate them directly into your presentation. 

Can you imagine the reaction if someone raises an objection, and you just get to say, “great question,” and click over to a slide that has the precise objection as its title? You’re bound to catch quite a few impressed expressions. 

The reason is that this approach demonstrates self-awareness and preparation. By getting ahead of the objections, you get to frame potential weaknesses as areas for future development or opportunities for collaboration.

Let’s say a medical device startup anticipates questions about regulatory approval timelines. They could include a slide stating: "TGA approval typically takes 12–15 months for similar devices. We've budgeted for this timeline and structured our development process to address the Australian regulatory requirements from day one."

7. Make your request crystal clear

Too many presentations end with vague statements like "we're looking for partners" or "seeking investment opportunities." Specify exactly what you want from this particular audience. Detail the amount of funding, the type of partnership, or the specific introductions you seek. Clarity creates action; ambiguity breeds hesitation.

Keep it short and sweet

The most successful pitch decks function as conversation starters, not comprehensive documents. They provide enough substance to generate genuine interest while leaving room for dialogue. Think of your deck as the beginning of a relationship, not a one-time performance.

Behind every funding decision, partnership agreement, or product purchase stands a human being making a subjective judgment. They're evaluating not just your idea, but you—your passion, preparation, and perspective. The best pitch decks acknowledge this human element and use it to transform mere information into meaningful connection.

Your ultimate goal isn't to "win" the pitch—it's to start a conversation that continues long after the final slide.