great pitch document mistakes to avoid

How to Write A Great Investor Pitch Deck – 8 Mistakes to Avoid

June 22, 2019

What Makes A Great Investor Pitch Deck?

When you want to win new investment, the you need a great investor pitch deck.

You want to be certain you have eliminated mistakes in your pitch deck, so that you know your investors will be impressed from the start .

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So that you can write a great pitch document, we have here…


Eight common mistakes to avoid in your great investor pitch deck.

The greatest pitch deck mistakes we regularly see are:

1. Not talking about the investor

2. Not engaging from the start

3. Making bad assumptions

4. Talking about yourself too much

5. Not having a clear story

6. Confusing features with benefits

7. Not making it easy enough

8. Too many words

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focus on your investor

Photo by Donald Teel on Unsplash

Investor Pitch Deck Mistake #1 |  Not talking about the investor

A good pitch is not about you. 

It’s about the investor, their needs, and how you can help them.  Anything else is just a brochure.

So, go through your pitch and work out if your investor will feel as if they are the centre of your universe.  If not, get someone to re-write it.

Pitch Document Mistake #2 |  Failing to engage from the start

Psychologists have shown that our unconscious brain makes decisions faster than our conscious brain.

That means you want to appeal to the unconscious brain from the start.

For example:

  • How does the front page look?
  • Does it grab attention?
  • Is it clear what you are offering?
  • What about page two?

If your reader is not sold on you by the time they read page 2, then your pitch deck needs more work.

Great Investor Pitch Deck Mistake #3 |  Making bad assumptions

A good pitch helps an investor with their needs. 

If you understand their needs, you can write a well targeted document.

A badly written pitch document makes assumptions about what the investor might want. So, stop assuming and make sure your pitch is written to reflect what you know your investor wants to hear.

Investor Pitch Deck Mistake #4 |  Talking about yourself too much

Your investor should be the star of your pitch, not you.

An investor does not want to read about how great you are.  They want to know what you can do for them.

Check your pitch and see how many times the pitch says ‘we’ vs. ‘you’.  How many ‘we’ or ‘I’ can be replaced with ‘you’s?
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confusing investor pitch deck

Photo by Susan Q Yin on Unsplash

Pitch Deck Mistake #5 |  Not having a clear story

Stories are a powerful way to communicate.

They link facts together into a logical sequence and they have a natural rhythm that makes them a pleasure to read.  Even the driest pitch document can be told as a story.

Does your pitch contain enough stories?

Investor Pitch Mistake #6 |  Confusing features with benefits

The second rule of sales (after ‘know your investor’) is stress the benefits.

Where features are listed it shows either laziness or that you do not understand investor needs well enough.

Make sure every feature about your offer is turned into a benefit.

Pitch Document Mistake #7 |  Making it hard for the investor

  • Is your pitch a pleasure to read? 
  • Is it summarised well? 
  • Does each part push the story forward? 

If not, you have not made it easy for the investor. Find someone to re-write, re-structure and re-edit until your document is as easy to read as a newspaper.

Investor Pitch Mistake #8 |  Using too many words

It is easy to say too much.

It’s tougher to be succinct, engaging and compelling.

People like reading short, pithy, powerful documents.

So get someone to re-write it so it’s all very easy for your investor to read.

“Moved our presentation into a different league and undoubtedly improved the outcome and offer we received.”

Liz Warner CEO, betty


Help Me Create A Great Investor Pitch

If you have an important investor pitch coming up and you want a powerful pitch document, call us today.

Speak to our Client Services Director, Louise Angus on +44 (0)20 7018 0922.  She’ll be happy to explain how we can help you win more investors.

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If you want to read more about creating great pitches, try the following articles:


Investor Pitching Advice

How to create a great investor pitch
What makes a powerful private equity pitch book
Pitch book slides – five golden rules

Tips for hedge fund pitches
What makes a successful private equity pitch
Benefit of a better investor pitch book

How to pitch at a PE event
Speed networking for investor pitches
Investor pitch tips

How to pitch to Venture Capital
Examples of bad private equity pitches
Investor elevator pitch competition examples



General Good Pitching Advice

Five minute pitch? – try these tips
How to create an impressive sales pitch
Better body language when pitching
How to be more persuasive when pitching



Help Me Create A Great Investor Pitch


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. You get access to a transformational toolbox of techniques to help you become a clear, confident communicator.

We’ll help you create a powerful first impression that hooks and engages your audience immediately and we’ll transform 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 investor presentation.


Contact us to transform your investor presentation

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