Your Takeaway Message and the Takeaway Test to win more pitches
January 22, 2024
Updated 22 May 2026
Your takeaway message is quite simply how people talk about you and your business after you have left the room. It is a succinct, highly memorable statement that perfectly sums up your core value proposition.
Providing a strong takeaway message makes it easy for clients and investors to form a distinct, lasting image of your offer. Learn how we can help you create a compelling Takeaway Message.
Meet the Author: Benjamin Ball
Ben is the founder of London-based Benjamin Ball Associates and leads the presentation coaching and pitch deck creation teams. Formerly a corporate financier in the City of London, for 20+ years he’s helped businesses win with better pitches and presentations, particularly investor pitches. He is a regular speaker and a guest lecturer at Columbia Business School and UCL London. Follow Ben on LinkedIn or visit the contact page.
Having created pitches and presentations for over 20 years, The Takeaway Message is often the most important element to get right in a pitch or presentation. And it is sometimes hard to do well.
Why Your Take Away Message is So Important
Your Takeaway Message makes it easy for your audience to understand your pitch and talk about you in the way you want to be talked about.
If you give a succinct and memorable takeaway that sums up your value proposition, this will help clients form a distinct image of you and your offer.
You may have just one takeaway message. Or you may have a takeaway message that is relevant to each particular pitch. What’s important is that you make it easy for people to talk about you. Our strategic messaging programme will help find the right messages for your business.
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Examples of takeaway messages from the film industry
Some of the best examples of a takeaway message come from Hollywood. When directors and producers pitch new film ideas to studio executives, they often condense complex plots into a handful of words. Chosen well, these can be evocative enough to bring to mind a clear concept, which is easily shared and understood.
The Hollywood Takeaway Test: can you recognise which blockbuster films these takeaways refer to?
1. Dinosaurs in a safari park
2. Romeo and Juliet on a ship
3. Jaws, set in space
Answers are at the bottom of this blog post. While the takeaway you need is unlikely to be as dramatic as these, it should still be clear, effective and memorable. It should create a powerful, concrete and long-lasting impression.
TL;DR: What is the takeaway message from this article?
That’s easy: “When you pitch or present, you need to pass The Takeaway Test. That’s a simple test where you ask someone in your audience what you said. If they repeat the message you wanted them to say then you’ve passed The Takeaway Test.”
How do you Create Your Takeaway Message?
When we work with our clients on a new pitch or new investor presentations, we always start with a messaging cracker process. This combined with a Message House are the essential tools you need to create memorable and powerful messages.
Of course, a huge amount of work goes into the process, but these tools, combined with the expertise of our team who know what investors are looking for can help make your pitches and presentations even more powerful.
CASE STUDY – A Powerful Takeaway Test for a Private Equity Fund
Our client is a large established PE company. They approached us before raising their fund VII. They were worried that their fund pitch had become a bit boring and it no longer stood out in a more competitive market.
We reviewed their materials and agreed. It was all a bit generic.
Having run a messaging cracker session with them, we identified that what stood out was their consistent returns and their longevity. So we created a new strap line for the front cover of their pitch deck:
25 Years of Returning Money to Investors.
We also completely re-wrote their pitch deck. With this, they successfully closed the fund over-subscribed.
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We help you pass the Takeaway Test
If you’re struggling to write a simple, clear and brief takeaway messages that make you memorable and distinctive then you are not yet passing The Takeaway Test. In that case, speak to us.
Perhaps you need one of our Messaging Cracker Sessions. Call on our expertise in crafting compelling messages and narratives. We’ll coach you for persuasive and winning new business pitches and you’ll get fast and effective results.
To get the help you need to pass the Takeaway Test, call Louise Angus on 020 7018 0922 or email her at info@benjaminball.com.
(Answers – which films did the takeaways above relate to?: 1. Jurassic Park, 2. Titanic, 3. Alien.)
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What you should do next
- For more articles like this, subscribe to our fortnightly newsletter
- Download some of our free expert guides
- Get in touch and discuss how our intensive pitch coaching, presentation coaching and public speaking training courses can help you.
Call our client services director Louise Angus on + 44 20 7018 0922 or email info@benjaminball.com
Find out more.
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Why Choose Us:
Transform your pitches and presentations with tailored coaching
We can help you present brilliantly. Thousands of people in the UK, Europe and the Middle East have benefitted from our tailored in-house coaching and advice – and we can help you too.
“I honestly thought it was the most valuable 3 hours I’ve spent with anyone in a long time.”
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For 15+ years we’ve been the trusted choice for leading businesses and executives throughout the UK, Europe and the Middle East. We’ll help you improve corporate presentations through presentation coaching, public speaking training and expert advice on pitching to investors. And we stand out because you benefit from our tried and tested PitchPointTM Process to make sure you make fast and lasting improvements.
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Frequently Asked Questions: Mastering Your Takeaway Message
What exactly is a takeaway message in a presentation?
Your takeaway message is quite simply how people talk about you and your business after you have left the room. It is a succinct, highly memorable statement that perfectly sums up your core value proposition. Providing a strong takeaway message makes it easy for clients and investors to form a distinct, lasting image of your offer. See how messaging coaching can help you.
What is ‘The Takeaway Test’ and how do I pass it to win more pitches?
The Takeaway Test is a straightforward method to measure the effectiveness of your pitch. To conduct the test, simply ask someone in your audience to summarise what you just said. If they repeat the exact core message you intended for them to grasp, you have passed. If they are confused or have picked up the wrong details, your messaging needs refinement.
How do I create a compelling takeaway message for my investor pitch?
Creating a powerful message involves condensing complex information into a few evocative words, much like Hollywood directors do when pitching blockbuster films (for example, pitching the film Alien simply as “Jaws, set in space”). To achieve this in a business context, professionals often use strategic frameworks like a ‘Message House’ or a dedicated ‘Messaging Cracker’ session to strip away jargon and uncover the most concrete, impactful version of their story.
Can you provide a real-world example of a successful takeaway message?
Certainly. A large, established Private Equity firm approached Benjamin Ball Associates while raising their seventh fund. Their original pitch deck had become generic and was failing to stand out in a highly competitive market. After running a messaging session, we identified their true strengths—longevity and consistency—and crafted a new, powerful takeaway: “25 Years of Returning Money to Investors.” This single, clear message anchored their new pitch deck, and the fund subsequently closed over-subscribed.
What should I do if my current presentations are failing the takeaway test?
If you are struggling to write simple, brief, and clear takeaway messages that make your business distinctive, it is time to reassess your narrative. Engaging in a strategic messaging programme or tailored presentation coaching can help. By working with experts to refine your core narrative, you can ensure you leave a concrete and long-lasting impression during every new business pitch. Call us today for a chat.
What you should do next
- For more articles like this, subscribe to our fortnightly newsletter
- Download some of our free expert guides
- Get in touch and discuss how our intensive presentation coaching and public speaking training courses can help you.
Call our client services director Louise Angus on + 44 20 7018 0922 or email info@benjaminball.com
Find out more.
Get a free quote. Speak to an expert
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