Pitch decks go by many names. They're often called by the task for which they're written. A pitch deck is used to "pitch" or propose an idea or product. They're also called proposal decks, investor decks, or if you go really old school, Powerpoint presentations! They're also called by a more generic name, slide decks.
I gotta admit, I love pitch decks. I'm addicted to them. As a copywriter, they're one of my favorite projects to write for clients. I like them because I have a short attention span myself, and pitch decks break down complex ideas and then breaks it down into small bites of information. This makes the information easy to remember and may even cut down on your Adderall consumption!
While pitch decks are often used as part of a business idea, product or service, I recently completed a pitch deck for a client to send along with his CV to potential employers. He wanted a presentation that highlighted more relevant parts of his background and experience. Because he is a physician and an expert in his field, he is highly credentialed. My client is a member and leader of several professional associations and boards where he's also served as president. This physician is also widely published, having written several articles for a number of professional journals, and is a sought after speaker all over the world.
From CV to Personal Pitch Deck
It all added up to a 5 page CV. His CV as written simply communicates his professional background; it lists his accomplishments, memberships, admitting privileges, published writings, and specialties. It's not necessarily geared toward obtaining a job. Relevant points can easily get lost through information overload. And while all of it is great information, the potential employer is likely first interested in whether a candidate's experience is relevant to his practice. After all, the practice of medicine is also a business. Credibility can be established after there's a genuine interest.
My client and I decided to create a pitch deck. In this way we can highlight the most relevant information that would be of interest to a potential employer. For instance, he specializes in pain management, so we highlighted his treatment of pain management since he's applying to pain management clinics.
Pitch decks are no substitute for resumes or CVs. But they can be a highly effective tool. They take what can be a very linear document of information and bring to life the most relevant information using words, pictures, and graphics.
Pitch Decks Make Important Information Impossible to Ignore
Just as a resume doesn't get you the job, a pitch decks isn't meant to sell an idea, product, service…or person. It's job is to spark enough interest to get the interview. But they can do a great job of showcasing relevant information.
A Personal Pitch Deck Tells Your Story
A personal pitch deck tells your story. Think of it as the story behind your branding statement. It's a series of slides that communicates what you have to offer potential employers and clients through charts, graphics, color, space, and a story. It's an opportunity to make the connection how your background and experience offers transferable skills to what a potential employer does.
Alternative to a Website
While a personal website is a fantastic way to communicate the same information, they're a bit more involved. If you want a simpler route, consider a pitch deck. You don't have to register a domain name, find a host, and figure out how to optimize exposure. Pitch decks can be sent as a PDF as well as other formats. Depending on the platform, you can even include videos in a pitch deck with relative ease. They're also a lot less expensive. And should you decide to go the website route later on, the pitch deck can convert into a website, or basis for a website, with relative ease.
Caution: A Personal Pitch Deck Is No Substitute for a Resume
Resumes are important. I would never recommend substituting a pitch deck for a resume. You likely need both. The pitch deck simply highlights and reinforces the resume. Start with a good resume. If you need help, check out Andy LaCivita's milewalk academy on how to create a top-notch resume and what information to include.
Include a Personal Brand Statement
I began my client's pitch deck by creating a "brand statement" to set the tone, much as you would on a resume. A personal brand statement helps give direction and focus both when writing a pitch deck and reading it. Having a personal brand is almost a "must" for any professional these days. A brand statement is a concise summary of what you do, how you do it, and what makes you unique. This sets the stage, or summarizes the story you're about to tell your reader. Remember Dale Carnegie's first rule of public speaking, "tell them what you're going to say, say it, and then tell them what you said."
My client's focus is pain management clinics. His background and training is in pain management in which he has unique skills including a procedure that he himself devised. He was even asked to present it at an international conference. That's a great highlight that would pique the interest of just about any medical practice administrator or hiring team.
Tips for Composing A Personal Pitch Deck
Who is Your Audience? Pitch decks are pretty simple and straightforward. They're not supposed to be filled with fluff. So don't feel overwhelmed. Before anything else, decide who is your audience? Make the pitch deck directly relevant to them. The great thing about this medium is that if you have several audiences, you can easily customize the presentation by adding or removing slides.
Stay Relevant to Your Specific Audience
After stating your personal brand statement, decide which information is most relevant to your specific audience. Because pitch decks can make a lasting impression through the use of pictures, colors, and graphics, it's too easy for the reader to zero in on non-essential information.
How Long Should it Be?
There's no set length to pitch decks. The only thing to remember is to highlight important information from your resume or CV, not all of it. I recommend 10 slides for a personal pitch deck. Don't overwhelm the reader. Make it memorable. Too much information will have the opposite effect. It's important to note that most pitch decks can go up to 20, even 40 slides. But those are usually for product presentations, investment opportunities, or to pitch ideas. In my opinion, a 20 page personal pitch deck would bore anyone to tears!
One Idea Per Slide
It's essential to only include one statement or idea per slide, otherwise you risk losing your reader or diminishing the importance of the information altogether. The whole point of a pitch deck, the power of this type of medium is that it's easy to read and understand. That said, one idea might include a topic like "benefits" where they're all listed.
My client's pitch deck ended up at 11 slides. I wrote one for myself after writing his, and it came out to be 10 slides and I think even that might be too long.
Always Say Thank You
When writing a pitch deck, be sure to say “thank you” and include your contact information on the last slide. You also want to invite the reader to review your detailed CV or resume where all your information is laid out. This is no substitute for a resume.
Tell A Story!
The personal pitch deck needs to be held together by a telling a story. The story doesn't have to be long, involved or detailed. It should be enough to help the reader transition from one slide to the next and connect the information. In the case of my client, his story was centered around his love for people, his passion for medicine, and desire to alleviate suffering.
In Conclusion
I cannot stress enough the advantages and benefits of a personal pitch deck. It will really help your personal brand pop. It can even help you remain focused and driven. They offer an opportunity to put a face with a name, and communicate an overall "'feeling" as to who you are.
If you need help with your own personal branding statement or killer personal pitch deck, drop me a line and we can discuss your brand! Plan for a 45 minute discussion and have your resume available to send. Whatever you send doesn't have to be perfect or refined, but have all the essential information in it. Together we'll craft an attractive story that will communicate who you are to potential clients or employers. Give me a shout at basil@hubbardstreetmarketing.com
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