The lesson
Give each option its own slide with a matching label and headline, then score them in one table that states its weights.
The move
After the cover of this Pitch Unfairly rebuild, a work order ticks box B, "Re-record them, own the new ones", over A, "Buy the originals back", noting "see p. 11". Option A gets a "$300 M+" price tag, Option B a six-track strip. The scorecard, "Five criteria, ownership counted twice", ends "13 / 30" against a circled "24".
Why it works
- Our readPutting the recommended choice on slide two, with a pointer to the page that justifies it, gives a sceptical reader a direct route to the evidence.
- Our readThe "x2" badge on Ownership shows the weighting in plain view, so a reader can disagree with it rather than suspect it.
- Our readThe subline "Buy wins on reach. Build wins everything else." concedes the one criterion the preferred option loses, which makes the rest easier to believe.
What not to copy
The scores, dollar figure and dots are part of the story, not a model to quote. Keep the parallel option slides, the visible weighting and the admitted weakness.
