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Lab: Before/After Cleanup
Storytelling & Structure • Lesson 2

Lab: Before/After Cleanup

Transform a dense slide into a clean, scannable one.

Before/After: Reduce Text Density

The Problem

This slide has too much text. Executives will tune out.

Your Task

Transform this dense slide into a clean, scannable one.

Original (too much text): "Our marketing campaign achieved exceptional results this quarter. We saw a 45% increase in brand awareness according to our survey of 2,500 respondents. Website traffic increased by 67% compared to the previous quarter, with the majority of new visitors coming from social media channels. Email open rates improved to 28%, which is 8 points above the industry average. Customer acquisition cost decreased by 23% while maintaining quality leads."

Transform it to:

1. One insight-driven headline 2. 3-4 short bullet points with key metrics 3. Each bullet under 8 words

Tips

- Lead with the most impressive metric

  • Remove filler words ("exceptional", "according to")
  • Numbers speak louder than adjectives
  • Requirements

    Transform dense paragraph into scannable bullets with an insight headline.

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    1
    Marketing Results
    Our marketing campaign achieved exceptional results this quarter. We saw a 45% increase in brand awareness according to our survey of 2,500 respondents. Website traffic increased by 67% compared to the previous quarter, with the majority of new visitors coming from social media channels. Email open rates improved to 28%, which is 8 points above the industry average. Customer acquisition cost decreased by 23% while maintaining quality leads.
    Marketing Results
    Our marketing campaign achieved exceptional results this quarter. We saw a 45% increase in brand awareness according to our survey of 2,500 respondents. Website traffic increased by 67% compared to the previous quarter, with the majority of new visitors coming from social media channels. Email open rates improved to 28%, which is 8 points above the industry average. Customer acquisition cost decreased by 23% while maintaining quality leads.

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