Image of a great investor pitch book

Five Golden Rules to Create a Great Pitch Book

March 20, 2021

How to Create Great Pitch Books

Every pitch book is different. 

Every business is different. 

Every investor is different.

Despite this, people repeatedly make the same mistakes when creating pitch book slides.


These five essential rules, drawn from our experience of creating great investor pitch books, will help you impress.

How to create a great pitch book

1. Start with the big picture

2. Know how you’ll use your pitch book

3. Tell your story in the headlines

4. Make it all interesting

5. Make it easy for your audience

 1.     Start with the big picture

To build on the Eurythmics song:  Behind every great pitch is a great message. Make sure you have one big clear message underpinning your pitch.

And one clear message for each slide. Creating these is the hardest part of putting an investment pitch together, but it is also where the most valuable work is done.

When you have clear messages throughout, clear messages underpinning your pitch and clear messages in all your headlines, it’s much easier for your reader to understand your pitch.


I Want a Better Investor Pitch

 2.     Decide how you will use your pitch book

Are you creating:

  •  A handout to be read afterwards?
  • Something to be projected on a screen?
  • Or a document that you go page by page?

These three uses require different documents. SO, design your document for the use intended.  One size does not fit all.

This is possibly the biggest mistake made in pitches.  We see it again and again, whether in investor pitches or business pitches.

Remember:  a pitch to be read at a desk vs a pitch to be presented should be as different as a book and a movie.

I Want a Better Investor Pitch

   3.     Tell your story in the headings

Think like a journalist. Make your headlines count.  Your headlines need to grab attention and inform.  They need to be interesting and push your story forward.

The headline writer at a newspaper is one of the best-paid jobs in journalism.

Great headlines will make it easier for others to understand your pitch and will make it easier to tell your story.

Work with someone who can write great headlines for you.

 4.     Make your pitch book interesting

That may sound obvious.

But, we usually find extensive padding in investor pitches.  Take out everything non-essential and keep only what the investor needs to know.

Say less, and say it better is a good rule of thumb.

Move pages to the appendix if you are not sure.

I Want a Better Investor Pitch

 5.     Check that you have made it easy for your audience

Imagine you are your audience sitting reading your document.  You are short of time, under pressure and lazy. So, does your document pass these tests:

  • Is the document easy to read?
  • Does the important information leap out?
  • Does it answer all the top questions that investor will have?

Keep improving your document until it is as easy to read as a newspaper.  And make sure you don’t make any of these common pitch document mistakes.


These five golden rules will help you create great pitch books.

And, if you want help with your pitch books, we would be delighted to discuss what we can do.  Call Louise Angus, our Client Services Director today on +44 20 7018 0922 or email her below.


How can we help you?

We help firms and fund managers improve their pitch books.
From small private companies to some of the biggest firms in Europe, we create value wherever we work.

We work on short-sharp projects that add huge value.

It does not cost much, and will repay itself many times over.  Find out more today.

To improve your pitch book, speak to our Client Services Director Louise Angus today or call her on +44 20 7018 0922.

Tell her what you want and we will help you improve your story to investors.


I Want a Better Pitch Book



Other valuable resources to improve your talks and presentations

How to start your speech and presentations
The So What Test – an essential tool
Improve your fundraising presentations How do you make boring topics more interesting?
How to give high-impact presentations
Presentation structure – a quick guide PowerPoint presentations – The alternative
Avoid Death by PowerPoint
Presentation Coaching Course



About Benjamin Ball Associates

Benjamin Ball Associates Team

Benjamin Ball Associates helps clients to pitch, present & persuade.

Over the last 10+ years the award-winning BBA team has supported hundreds of firms globally to present powerfully to investors. We have developed a robust toolbox of techniques that we use to help our clients become clear, confident communicators.

We’ll help you create a powerful first impression that hooks and engages your audience immediately and we’ll coach you to deliver clearly, confidently and with impact.

Speak to Louise on +44 20 7018 0922 or email to find out more and discuss your upcoming investor pitch.


Contact us to improve your pitch book

More valuable advice...

Fundraising Presentations: a survive and thrive guide for talking to investors

Mar 21, 2021

Fundraising presentations are hard work. You're bombarded with challenging questions from investors, worn out by long days, and struggling to...

Read More

The Best Investor Presentation – How to create one – techniques from psychology

Apr 13, 2016

Five ways to create the best investor presentation If you want investment, you need the best investor presentation. But investment...

Read More

Why good public speaking skills make you a better leader

Nov 11, 2016

Do your leadership public speaking skills inspire, motivate and influence others? They should. Many leaders are nervous of public speaking....

Read More

Ten Benefits Of A Better Investor Pitch Book

May 10, 2018

A great investor pitch book is at the heart of successful fundraising. You use it to capture the essence of...

Read More

Why Body Language Matters When Pitching to Win Business

Jun 29, 2012

Better Body Language We all know that body language is important in business.  But how important? And does is really...

Read More

Private Equity Fundraising Tips from the Experts: Become a Top 1% Fund

Sep 06, 2018

Five Top Fundraising Tips At SuperReturn Emerging Markets in Amsterdam, experienced LPs and advisors shared their private equity fundraising tips...

Read More

How you can create a powerful investor elevator pitch

Mar 07, 2016

A great elevator pitch is an essential part of your toolkit Last month I chaired the Quickfire Showcase at Berlin’s...

Read More

How to prepare for your media interviews

Jan 16, 2013

You must prepare for media interviews The excruciating Newsnight interview with Treasury Minister Chloe Smith this summer is one example of...

Read More

How To Write So People Will Read – 6 Great Tips

Mar 11, 2018

How do you write well for business? Could you be more impressive with better writing? These days, we are writing...

Read More

How well do you answer difficult investor questions?

Nov 16, 2017

How to answer difficult investor questions When an investor questions how you calculated your Private Equity fund's performance, how do...

Read More

How to Choose a Public Speaking Coach

Aug 21, 2017

How do you choose a public speaking coach? When selecting a public speaking coach or presentation trainer, you want to work...

Read More

10 Power Language techniques to use in your next talk or presentation

Sep 06, 2017

How To Use Powerful Language For Leadership Communications   Great leaders use Power Language. It adds interest and colour to...

Read More

What is The “So What?” Test? – And how to use it.

Dec 30, 2019

So What? is probably your most important question. When you put your talk or presentation together, how do you decide what...

Read More

Private equity fundraising | Seven tips for first investor meetings

Dec 10, 2015

What do LPs want from private equity funds at first investor meetings? That's the question I put to the panel...

Read More

How do you pitch investors?

Sep 21, 2016

What do investors really want? Six tips We wrote this piece with our Private Equity clients in mind. But there...

Read More

Give high impact talks and presentations – 5 simple tips

Mar 01, 2017

Do you want to give high impact talks and presentations? Do you want to engage your audience? And do you want...

Read More

How to tell a business story for better business

Jul 05, 2020

How do you tell a great business story? Leaders use storytelling so that audiences listen, remember and act on what...

Read More

How to Make Your Investment Pitch More Memorable – Six Tips

Mar 29, 2017

How do you make your investment pitch more memorable? It's a real challenge these days. Investors have more opportunities than...

Read More

Three persuasive appeals you must use in your talks and presentations

Nov 30, 2016

Your leadership talks need to be persuasive As a leader, every talk or presentation you give is an exercise in persuasion....

Read More

What do LPs want from your private equity pitch book?

Oct 14, 2015

A well-crafted private equity pitch book can make the difference between securing a first meeting with investors and getting a...

Read More