“The first thing is: Know your audience. Do a little bit of research, and try to tweak the email to make it personal,” Lotti said, adding that cold emails are OK, but they’re better if they’re personalized. She gave this example, saying, “Hey, Lotti. I’m sending you this pitch deck. I’m the founder of company XYZ, and I’m sending it to you because I saw that you were on the board of this other company, which is somewhat similar, and I think there are some potential learnings in what you could bring to the table.”
Conversely, Lotti explained that if she receives a deck from a company outside her area of focus, like consumer companies, she’s not even going to open the email.
Pitch decks are a way to tell a startup’s story, and there are ways to make investors and customers better remember your pitch.
According to Lotti, one of the best ways is to make an emotional appeal. “People remember feelings,” she said. “If you want someone to remember what you’re saying, find a way to associate a powerful feeling to it. Fear is a great one. Excitement is another, but the stronger the feeling, the stronger the memory.”