The lesson
Give a sales deck a single claim about the buyer's audience on its own slide, set so large there is nothing else to read.
The move
A dark slide with white sans-serif text: "Snapchat is the best way to reach 13 to 34 year-olds." The "13 to 34" is underlined in yellow, and the Snapchat ghost sits in the bottom right corner. There is no image, chart or logo wordmark on the slide.
Why it works
- Our readThe claim is a full sentence the buyer can agree or disagree with, which sets the terms of the conversation.
- Our readUnderlining only the age range shows where the weight is: who the advertiser can reach.
- Our readThe dark background and single line leave nothing to skim past on the slide.
What not to copy
Don't claim "the best way" unless the following slides back it. Keep one claim per slide and one underlined phrase.
