"We’re losing attention because our deck isn’t convincing enough."
That’s how the conversation started. A founder from a creative agency in Dubai reached out, frustrated that their credentials deck wasn’t doing its job. They’d been pitching to high-profile clients, but something wasn’t clicking.
"Our work is solid, we have great case studies, but when we send over our deck… we don’t get the same enthusiasm we see in meetings."
I knew exactly what was happening. Their credentials deck wasn’t selling their agency the way their conversations were. The energy, the expertise, the confidence—they weren’t translating into the slides.
So, I asked them: "What’s the first impression you want your potential clients to have?"
They hesitated. "That we’re the best fit for them."
"Then your deck needs to prove that from slide one. Right now, it’s just a fact sheet."
That’s when the lightbulb went on. They weren’t telling a compelling story—they were listing information. And that’s the biggest mistake most companies make with their credentials decks.
If you’ve ever felt like your credentials deck isn’t winning clients, keep reading. I’m going to show you exactly how to make one that does.
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What Exactly Is a Credentials Deck? And Why Does It Matter?
A credentials deck is, in essence, a professional portfolio, showcasing your company’s strengths, past accomplishments, and values. It’s the proof that you’re capable, credible, and ready to handle whatever task the client throws at you.
But here’s the twist—credentials decks have evolved. It’s not enough to present your achievements in list form anymore; clients want to know how you’re different.
Credentials decks matter because they set the tone for the entire relationship with the client. A solid, personality-driven credentials deck isn’t just about presenting facts—it’s about telling a story, one that builds trust, demonstrates your unique expertise, and subtly shows why you’re the best choice.
Example of a credentials deck,
For example, take a look at this creds deck we created for IMD, a Delhi-based B2B marketing agency. They approached us with a unique challenge: to craft an unconventional narrative structure that would set them apart and highlight their storytelling expertise. To meet their goal, we applied the same structure and methodologies we typically use for sales decks, giving their credentials deck a compelling and distinctive edge.
Case Study: Persuasive Style Credentials deck for IMD
Why the old style of creds deck no longer works
The old-school credentials deck, with its never-ending list of dry facts, accolades, and awards, just doesn’t have the same punch anymore. In the past, these decks were a way to showcase your company’s qualifications, but in today, they feel more like an information dump than a compelling story. Clients and prospects don’t want to wade through endless bullet points—they want to see how your business can solve their problems and make their life easier. A list of accomplishments might sound impressive, but it fails to connect the dots between what you’ve done and how it directly benefits them. In short, it’s all about relevance and impact, not just a laundry list of what you’ve achieved.
Now, a credentials deck needs to be a story, not a sales brochure. The focus is on building a narrative that highlights how your past successes have created real, measurable outcomes—and more importantly, how those outcomes will translate into value for your potential clients. Instead of simply listing clients or stats, think of it as weaving a thread through your achievements that shows exactly how you can help your audience succeed. It's no longer about impressing them with what you've done, but about showing them why you're the partner they’ve been looking for. A great credentials deck isn’t just a summary of your past—it’s a roadmap to their future success with you leading the way.
How to make a unique credentials deck
Let’s be honest: the goal isn’t to just crank out another credentials deck and call it a day. These days, the challenge is to make one that genuinely stands out in a sea of presentations. With so many creds decks floating around, blending in is all too easy. So, here’s a guide to help you create a deck that captures attention and leaves a lasting impression. And if any of these steps feel overwhelming, remember—we’re just a call away!
Step 1: Forget What You Know About Credentials Decks
First things first—clear your mind of every “must-have” you’ve heard about credentials decks. We’re not trying to create a cookie-cutter deck that everyone else has; we’re after something memorable. Start with a blank slate, and don’t let old ideas pull you back into the land of average.
Step 2: Focus on What Really Matters to Your Audience
Think about who’s actually going to see this deck and what they’ll care about. Your deck shouldn’t just be a collection of facts about your business; it should be a curated experience that speaks to your audience’s interests and needs. For instance, are they looking for examples of your creativity? Your track record? Make a list of what’s most relevant to them and use that to structure your content.
Step 3: Pick a Narrative Arc That Fits
Once you know what needs to go in the deck, it’s time to think about how to tell your story. Choose a narrative arc—a path that gives your presentation flow and structure. Maybe it’s the classic hero’s journey, showcasing your company as the hero solving the client’s problems. Or maybe it’s a straightforward timeline that charts your growth and achievements. Not every narrative arc fits every story, so don’t try to shoehorn one in. Find one that naturally suits the information you’re sharing.
Step 4: Write a Story Worth Reading
Now comes the fun part—writing your story. This isn’t just about throwing in some clever lines or witty phrases; it’s about crafting a narrative that feels authentic and relatable to your audience. Select your best copywriter, someone who knows how to balance engaging language with genuine insight.
They should weave a story that stays true to your brand while also making the audience feel like they’re part of it. And if you’re still figuring out what story to tell, that’s fine too. Sometimes, the best stories emerge as you write.
(Pro tip: Some of our writers start from a blank slate and let the story take shape as they go. So, if you feel that a clear story isn’t coming to mind right away, don’t stress!)
Step 5: Get an Outside Perspective
Before you dive into design, take a step back. Review the written draft and get feedback from someone outside your organization. An outsider’s perspective can catch things you might overlook and offer insights you hadn’t considered. They’ll help you see whether your story resonates or if it’s missing something.
If you don’t have someone to do this, book a consultation with us. We’re happy to provide that fresh perspective.
Step 6: Design with Style
Now that you’re confident in your storyline, it’s time to bring it to life with design. This is where visual storytelling meets brand expression. Aim for a design that’s clean, cohesive, and aligned with your brand identity—because your deck’s visuals should feel as intentional as the story behind them. From color schemes to typography, each design element should enhance the narrative, not distract from it.
And if design isn’t your strong suit, we’re here to make sure your deck looks as polished as it sounds. Reach out to us from the contact section of our website.
How to Make a Lasting Impression with Your Deck
Now that your credentials deck is ready, remember that delivery is just as important as content. When presenting, go beyond reading slides—use them as talking points. Engage with your audience by asking questions, sharing anecdotes, and encouraging conversation. Your credentials deck is the visual sidekick to your voice and personality, so bring it to life with a conversational approach.
And finally, personalize it. If you’re pitching to a specific client, adjust a few details to address their industry or challenges. A customized credentials deck says, “I made this just for you,” which is always more memorable than the generic version.
Want us to craft your credentials deck?
And if this sounds like a lot? We get it. Crafting a credentials deck that checks all these boxes takes effort and time. That’s where we can help. As an expert presentation design agency, we know exactly how to bring stories like yours to life.
