As my colleague, Kyle Dunn, always says, “there’s a reason you don’t see paragraphs on freeway signs.” It’s too much information for anyone to read and retain when they’re zipping by at 75mph. Hence, the need to sequence your message throughout your marketing deck and process at a pace that aligns with the actual process of how LP interest is cultivated and information is absorbed.
When it comes to the marketing deck, this applies to both how it is structured and then how you then use it through the fundraising process.
Some “do’s” and “don’ts” (or rather, “don’ts” and “do’s”) to consider:
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