Less is more when trying to describe what you do in a sales deck or proposal.

The longer that all of us do something, the better we become at discussing the details.  Once we’ve done it often enough we have a strong grasp of the nuances and details.  This grasp gives us the ability to really delve deeply into a topic.

But most people don’t have the same grasp.  When they read our materials it might be their first exposure to the topic.  They probably don’t have a desire to go from novice to expert in a dash.  What they are seeking is basic understanding.

Overwhelming a deck with writing and details may make us look like experts but it also scares our potential clients away from what we are trying to give them – comfort.  It isn’t comfortable to be overwhelmed.

As with all things we have to keep it simple.

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