There’s no doubt the last few years have fundamentally changed how we communicate. The global pandemic, restricted mobility and the necessity of remote working environments have fuelled expanded technology applications. With fewer in-person interactions, people have become more comfortable with virtual meetings and pitching on online platforms, including Zoom or Microsoft Teams.
While more meetings are happening online, the financial services industry is still quite traditional, and so too is its preference for printed pitchbooks. The result can be challenging because pitching in person is quite different from an online pitch. You can make eye contact and detect body language in-person to gauge interest, but capturing and retaining a potential investor’s attention online is much harder.
If you are looking to elevate your pitchbooks to the next generation (NexGen), consider these five tips. And remember, a great pitchbook is important to every hedge fund manager’s success because great pitchbooks always tell great stories:
1. Tell an exceptional story
When considering a pitch, today’s investors need context – the “why,” “what” and “how” behind who you are as a fund, organization and team. Investors are looking for a solid narrative that differentiates you from the many pitchbooks that cross their desks – and screens – every day. Strong storytelling can help them see your potential more effectively, resulting in a stronger connection with you.
2. Clean and clear content
Investors don’t have time to dig around for what they need. Great pitchbook stories are tied together in ways that make sense. Designing them as intuitively as possible starts with a smart page-flow supported by a strong narrative. Cut down on copy to get right to the point and organize your hierarchy of information so your audience can more easily follow along.
3. Capture attention
Most people, including potential investors, are visual learners and will be better able to digest your content if it is illustrated creatively. So go ahead and slide some design tricks into your repertoire, allowing you to bring your pitch to life. Here are some design tips you can start with to keep investor attention on screen:
• Keep your visuals simple and clean, while tying them into the rest of your brand and marketing materials. Stick to one graph per slide.
• Use large fonts in dark colours. Avoid copy that is too small or light, as this will be too hard to read on a screen.
4. Use bold colours
Take advantage of brighter colours that you might not typically use. They might not print as well, but they can be ideal in a digital format. You can also use shades of colours to create a deeper visual experience. Shading allows for a sophisticated monochromatic approach.
5. Size matters
Most pitchbooks are 8.5×11 (the size required for printing). Instead, consider designing your pitchbook using a 16×9 aspect ratio, which is optimal for online presentations.
Creating an effective NexGen pitchbook – one that connects with your investor audience in a clear, compelling way, will always come down to how succinct, relevant and readable your message is. Telling a story that’s simple, logical and genuine is a great place to start.
Whether you are an issuer, hedge fund or private equity firm, it’s never been more important to have a great pitchbook help tell your story. Contact Ext. Marketing at firstname.lastname@example.org to get started on your NexGen pitchbook.