As a founder, you live and breathe your startup’s vision. But when it comes to pitching your business, there’s one thing that can make your audience’s eyes glaze over faster than anything else: numbers. Whether it’s investors, team members, or potential partners, hitting them with a wall of financial data is a surefire way to lose their attention.
But here’s the thing – numbers don’t have to be boring. When told as part of a clear story, they can become one of your most persuasive tools. Let’s look at how to talk numbers in a way that keeps your audience engaged and reinforces your vision.
Why Financial Storytelling Matters
Numbers alone rarely persuade people. They need context and a narrative to make them meaningful. Financial storytelling helps you:
- Make Data Relatable: A story turns abstract figures into something your audience can connect with.
- Build Confidence: A clear financial story shows you’ve thought through the details and understand your business.
- Inspire Action: When your audience understands how the numbers support your vision, they’re more likely to back you.
The Key Elements of Financial Storytelling
1. Start with the Why
Before diving into numbers, explain the bigger picture. What problem are you solving, and why does it matter? This sets the stage for why the financials are important.
For example:
“We’re addressing a major gap in mental health support for young people. Our platform connects them with affordable, professional help when they need it most.”
2. Frame the Numbers in Context
Don’t just throw out metrics like revenue growth or customer acquisition costs. Explain what they mean and how they tie into your story.
Instead of saying:
“Our revenue grew 50% last quarter.”
Say:
“We’ve seen a 50% revenue increase over the last quarter, driven by demand from young professionals seeking accessible mental health tools. This shows we’re solving a real problem in the market.”
3. Use Comparisons to Add Clarity
Help your audience grasp the significance of your numbers by comparing them to benchmarks or industry standards.
For instance:
“Our customer acquisition cost is £45, which is 20% lower than the industry average thanks to our efficient referral programme.”
4. Highlight Trends and Momentum
Static numbers only tell part of the story. Show how metrics have evolved to illustrate growth and momentum.
For example:
“Over the past six months, our monthly recurring revenue has grown by 30% month-on-month, putting us on track to hit £200,000 annually.”
5. Simplify Complex Metrics
Not everyone in your audience will be a financial expert. Break down complex metrics into plain language.
Instead of:
“Our gross margin improved from 40% to 60%, boosting EBITDA potential.”
Say:
“We’ve improved how much money we keep from each sale – moving from 40p to 60p on every pound – which makes our business more profitable.”
How to Deliver Your Financial Story
1. Visualise the Data
People process visuals faster than text. Use simple charts or graphs to present key metrics in a way that’s easy to follow.
2. Connect the Dots
Tie your financials back to your mission. For example, show how improved margins allow you to invest more in growth or how customer acquisition rates reflect product demand.
3. Anticipate Questions
Be ready to explain your numbers in more detail if asked. Having backup data on hand can help, but don’t overwhelm your audience by presenting it all at once.
4. Practise Your Delivery
Rehearse how you’ll talk about your financials to ensure the story flows naturally and your explanations are clear.
Common Pitfalls to Avoid
1. Overloading with Data
Stick to the most important metrics. Too many numbers can distract from your core message.
2. Skipping the Context
Without a story, numbers lose their impact. Always link metrics to your business goals or market opportunity.
3. Being Unrealistic
Avoid exaggerating projections or hiding challenges. Transparency builds trust.
Turning Numbers into an Asset
Financial storytelling isn’t about spinning numbers; it’s about making them meaningful. When you frame your metrics within a compelling narrative, you’ll keep your audience engaged and make it easier for them to see the value in your vision.
Need help shaping your financial story? Let’s chat about how we can help you get investor-ready and ensure your numbers speak volumes.