Our own research has shown us that few people make it through pitchbooks from start to finish. But before you make the rash conclusion that we are undermining the importance of pitchbooks, have a look at the two graphs below that show the time spent per page, and the ‘drop offs’ i.e. when prospects exit the pitchbook.
Two assumptions can be made from the analytics gathered across dozens of prospects that this pitchbook was sent to.
1. It is crucial to present your information in a captivating manner.
– On average, your prospects will only spend seconds per page. Too many words? Too bad. The information presented might have just gone over their heads. Unfortunately, these are often the pages that you believe will ‘convert’ your prospect.
– Make every page count. You’re fighting for your prospects’ attention.
2. Layering information in smaller chunks helps get your message across.
– Consider the use of more infographics and one-pagers.
– 90% of the information processed by the human brain is visual – so why not create visually impactful content?
Infographics are a powerful tool in your marketing arsenal and when used appropriately, you may stand a higher chance of getting your entire message across layer by layer.
3 reasons why infographics do the trick:
1. Infographics capture attention for the micro-moments.
Words can be powerful and pictures pack a punch. Combine the two and present it in a visually-appealing, easy-to-understand manner for people who are on-the-go, and you stand a good chance to have them slow down, engage with your materials, and educate themselves. If you’re doing it right, you’ll know when their engaging with your materials and how much time they’ve spent on it.
2. Less is More
Information overload is a real problem in today’s world. Many managers cram as much information as they can into a single outreach effort, believing that it’s the most effective way to get everything across. Using multiple infographics over time ensures that the most important facts and figures are delivered in such a way that they are easily absorbed.
3. The cliché: ‘Time is Money’
“I don’t have the time to read this now. Maybe later”.
Common thoughts that go through prospects’ minds as they crack open a long pitchbook, typically when they are not in the right stage of the sales cycle. Understanding that time is a precious commodity, have decks of infographics and one-pagers in your back pocket to present to prospective investors who aren’t quite ready to delve through a 30-page pitchbook.
There is no doubt that your pitchbook is one of the most powerful assets to push prospective investors through the pipeline, but consider the use of more infographics, more one-pagers, and shorter, educational decks. Research has shown that information is retained 55% better when delivered in a visually-impactful manner, and even more so if your prospective investors make it through to the end. Help your prospective investors remember exactly why they’re talking to you in the first place, and make your message stick.
By Alan Chu