Selling materials should be concise and clear. Now there's a shocking statement, huh? But it is truly amazing how many emerging media companies offer seemingly eternal sales kits. I recently saw a deck of 73 slides for one. While the deck truly did answer every question one could possibly have about the platform, it is absurd to expect anyone to review it all. Selling materials should answer all likely questions in 12 slides or less.

Another problem: Many sales decks tell stories inductively versus deductively; they offer a lot of data points and then a conclusion, rather than postulating the rule and taking people through examples. An inductive deck may take people through 6-12 slides regarding "the problem" before getting to what they offer. The problem is, in our ADD culture, people may never get to slide 12. Instead, it makes sense to define an emerging technology up front (in the first slide), and then explain the implications through examples.

Additionally, it makes sense to provide data to back up your story. Planners and buyers expect proof, not suppositions. That's not to say that emerging platforms need to have case studies before they launch, but they should have data to make their offerings more compelling.

Naturally, buyers will also need to understand creative specs and requirements. Visual examples, even spec examples, go a long way here to dimensionalizing the potential appeal of a new platform.

Finally, providing next steps and contact info is critical. On more than one occasion, I have seen emerging media opportunities lose consideration because these basic elements were omitted.