How to Avoid Startup Clichés and Buzzwords When Pitching Investors

Entrepreneurs frequently seek startup funding through a variety of channels. Yet, none seem as challenging as successfully pitching to experienced investors. After all, investors are pressed for time and eager for opportunities. These characteristics make it challenging to motivate them, especially if you’re bombarding them with a pitch full of jargon.

What are the drawbacks of using buzzwords and clichés when seeking seed money in a series A, B, or other funding rounds? For one, if you’re getting too technical with non-technical types, you risk confusing them. Investors who do not fully comprehend what you are discussing will not simply write a check, regardless of how positive, energetic, and confident you may seem.

Another issue with using commonly used colloquialisms is that they often lack substance. Words and phrases such as “leading edge,” “unicorn,” and “We’re going to be the Amazon/Apple/McDonald’s of [fill in the blank]” may look enticing on paper. They sound much more enticing in person because they’re throwaway lines without any true meaning.

Finally, using jargon can make you sound like you’re trying to fill space instead of providing meaningful data. For example, you could mention in your pitch that you provided top-notch customer service and support to promote engagement and loyalty. They are merely opinions without clear, objective statistics to support your statements. Investors require more than that to support a business, product, or project financially.

Certainly, it is feasible to develop a pitch and an accompanying pitch deck devoid of clichés, slang, and overused terms such as “breakthrough” and “pivot.” You just have to take the time upfront to implement a few strategies.

1. Share your startup story from an authentic perspective.

It’s hard to beat the power of authenticity when sharing the origin story behind your product. Watch just one episode of “Shark Tank,” you’ll immediately see how a compelling backstory can captivate even the most skeptical investors.

Will you still need to provide evidence for everything you say as you delve further into your pitch? You can count on it. Nevertheless, leading your pitch with the genuine and refreshing “Why?” behind your startup can set you apart immediately.

2. Incorporate concrete data and outcomes whenever feasible.

Investors typically spend very little time reviewing pitch decks. Since pitch decks may be your only initial contact with an investor, your deck must be substantial. One effective method to strengthen your pitch is by incorporating tangible data and results.

Suppose you want to demonstrate the necessity of your company or product. Proprietary market insights can help you demonstrate why you believe you are more likely to succeed than fail. Investors are well aware that the failure rate among startup entities is high. Your task is to provide substantial evidence to help them understand that investing in your company and team is a sensible decision.

3. Use industry-specific terminology sparingly.

Is it sometimes unavoidable to use industry jargon when delivering your investor pitch? Sure.

Let’s say you’re working on developing an app. You will use app-related language, likely including technical terminology by default. In this case, you’ll want someone not in your industry to review each technical term. This will enable you to determine if they understand what you’re trying to convey.

It’s always a good idea to do this with both your pitch and your pitch deck and supportive materials. Find a friend or family member who is not affiliated with your business. Invite them to sit through your presentation and review your slide deck. What questions do they have? Does your startup’s unique value proposition resonate with them? Or are they struggling to understand what you’re saying?

Their answers will help refine your pitch, making it less reliant on trendy clichés or “inside baseball” terminology.

4. Enhance your presentation with visuals.

Whether you’re preparing your pitch presentation or your pitch deck, look for relevant visuals. These could include various content types, such as product videos, photographic images, infographics, and charts. Strong visuals can replace buzzwords and engage investors on a deeper level.

This doesn’t give you free rein to purchase stock images online and insert them into your pitch. Your visuals should all contribute to your pitch. Before sending your pitch to any investor, carefully review your visuals. Could any of them be removed without compromising the essence of your pitch? A “yes” answer means that you should remove them. Otherwise, they are simply serving in a temporary capacity.

Over time, refine your pitch and the pitch decks you create. With each revision, focus on replacing technical language with precise words, phrases, data, and visuals to make your startup appealing and understandable to investors.