Pitching Creative Work

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Tips on pitching creative work to clients with excerpts from Luke Sullivan's "Hey Whipple Squeeze This" and Peter Coughter's "The Art of the Pitch"

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Pitching Creative Work

  1. 1. THE BEST WORK AND THE BEST IDEAS STILL AREN’T ENOUGH
  2. 2. A person can have the greatest idea in the world. But if that person can’t convince enough other people, it doesn’t matter. ! *Gregory Burns
  3. 3. YOU’RE IN THE COMMUNICATION BUSINESS Luke Sullivan: Hey Whipple Squeeze This
  4. 4. If we expect people to follow us, we must inspire them to do so. We must stand up and be a leader. ! *Peter Coughter: The Art of the Pitch
  5. 5. IDEAS DESERVE A CHANCE TO LIVE Peter Coughter: The Art of the Pitch
  6. 6. YOUR IDEA WILL BE JUDGED IN A SMALL FRACTION OF THE TIME IT TOOK TO CREATE IT
  7. 7. CLARITY CONVICTION GRACE Peter Coughter: The Art of the Pitch
  8. 8. It is a fact of agency life that, with very few exceptions, the highest paid people in the agency are the best presenters. ! *Peter Coughter: The Art of the Pitch
  9. 9. SOME TIPS:
  10. 10. LEARN THE AUDIENCE’S CULTURE & TONE
  11. 11. ASK YOURSELF: WHAT DO YOU LIKE ABOUT PRESENTATIONS? WHAT DO YOU HATE? Peter Coughter: The Art of the Pitch
  12. 12. PRESENT YOUR OWN WORK, IF YOU CAN Luke Sullivan: Hey Whipple Squeeze This
  13. 13. What will make you more proud at the end of the day: The chance to hear yourself talk for an hour or the chance to hear your work talked about for years? ! *Darren Moran, DraftFCB
  14. 14. IN ORDER TO BUY THE WORK, THEY’RE GOING TO HAVE TO BUY YOU. Peter Coughter: The Art of the Pitch
  15. 15. REMEMBER, YOU’RE BEING JUDGED Luke Sullivan: Hey Whipple Squeeze This
  16. 16. DRESS THE PART Peter Coughter: The Art of the Pitch
  17. 17. BBC Radio news presenters were required to wear tuxedos up until World War II. ! *Peter Coughter: The Art of the Pitch
  18. 18. DON’T BE SLICK OR FAKE Luke Sullivan: Hey Whipple Squeeze This
  19. 19. BE YOURSELF BE SMART BE CRISP Luke Sullivan: Hey Whipple Squeeze This
  20. 20. ENGAGE THE AUDIENCE FROM THE START Peter Coughter: The Art of the Pitch
  21. 21. LEAVE YOUR AUDIENCE WANTING MORE Peter Coughter: The Art of the Pitch
  22. 22. TALK ABOUT THEM, NOT YOURSELF Peter Coughter: The Art of the Pitch
  23. 23. DON’T PRESENT YOUR WORK AS ‘RISK TAKING’ Luke Sullivan: Hey Whipple Squeeze This
  24. 24. CLIENTS WANT CERTAINTY Luke Sullivan: Hey Whipple Squeeze This
  25. 25. DON’T LEAD WITH YOUR CHIN Luke Sullivan: Hey Whipple Squeeze This
  26. 26. BE PASSIONATE Luke Sullivan: Hey Whipple Squeeze This
  27. 27. TELL A GREAT STORY
  28. 28. The most memorable stories are the ones that are well told. By people, not presenters. Human connections are always more powerful than technological fireworks. ! *Gareth Kay
  29. 29. Photo Credit: AMC
  30. 30. SHOW THE CREATIVE PROCESS AS A STORY
  31. 31. PRACTICE & PREPARE:
  32. 32. Take at least a fraction of the time you spent inventing the work and create a way to present the work. Put that creativity to work in the name of creativity and do an ad for your ads. ! *Peter Coughter: The Art of the Pitch
  33. 33. DO NOT WING IT Luke Sullivan: Hey Whipple Squeeze This
  34. 34. Remember, the appearance of spontaneity is the product of preparation. ! *Peter Coughter: The Art of the Pitch
  35. 35. TEAM WORK COUNTS Peter Coughter: The Art of the Pitch
  36. 36. KNOW WHY YOU ARE THERE
  37. 37. ANTICIPATE EVERY OBJECTION Luke Sullivan: Hey Whipple Squeeze This
  38. 38. PITCH CONCEPTS TO YOUR EXISTING CLIENTS Luke Sullivan: Hey Whipple Squeeze This
  39. 39. IF YOU’RE PITCHING SPEC/EXECUTIONS, MOCK IT UP
  40. 40. DON’T LEAVE YOUR BEST WORK ON THE AGENCY FLOOR Luke Sullivan: Hey Whipple Squeeze This
  41. 41. NEVER SHOW WORK YOU WOULDN’T WANT THE CLIENT
 TO BUY Luke Sullivan: Hey Whipple Squeeze This
  42. 42. DO NOT MEMORIZE Luke Sullivan: Hey Whipple Squeeze This
  43. 43. It is far better to speak from the heart, to search for your words, even make the occasional mistake, than it is to deliver a perfect, memorized speech. ! *Peter Coughter: The Art of the Pitch
  44. 44. SILENCE IS BETTER THAN BULLSHIT
  45. 45. CREATE AN OUTLINE, THEN TOSS IT Luke Sullivan: Hey Whipple Squeeze This
  46. 46. Watch a good actor sometime. He appears to be saying what has just occurred to him. He’s expressing an idea. A bad actor appears to repeating what he memorizing. It doesn’t seem in anyway genuine. ! *Peter Coughter: The Art of the Pitch
  47. 47. ORGANIZING YOUR PRESENTATION:
  48. 48. WHITE SPACE EXISTS BEYOND YOUR SLIDES
  49. 49. VISUALS > TEXT
  50. 50. AVOID SHOWING WHAT YOU ARE SAYING AND SAYING WHAT YOU ARE SHOWING
  51. 51. DON’T HAND OUT MATERIALS BEFORE YOU PRESENT Luke Sullivan: Hey Whipple Squeeze This
  52. 52. DON’T SHOW A SLIDE BEFORE YOU ARE READY Peter Coughter: The Art of the Pitch
  53. 53. DON’T PACK YOUR PRESENTATION FULL OF NUMBERS, FACTS & CHARTS
  54. 54. The audience does not care about how much we know. The audience cares about how interesting what we know is. ! *Peter Coughter: The Art of the Pitch
  55. 55. KEEP IT SIMPLE Luke Sullivan: Hey Whipple Squeeze This
  56. 56. Make a choice about what’s important and let everything elso go. ! *Zen Proverb Peter Coughter: The Art of the Pitch
  57. 57. THEY AREN’T GOING TO REMEMBER WHAT YOU SAID Peter Coughter: The Art of the Pitch
  58. 58. THEY WILL ONLY REMEMBER WHAT THEY THOUGHT 
 AND FELT Peter Coughter: The Art of the Pitch
  59. 59. THE THINGS I’VE LEARNED THROUGH PITCHING:
  60. 60. THERE IS ALWAYS ONE CRAZY
  61. 61. YOU DON’T HAVE TO SOLVE THE PROBLEM RIGHT THERE
  62. 62. LET THE CLIENT HAVE OWNERSHIP
  63. 63. Don’t win all the battles and lose the war. ! *Luke Sullivan: Hey Whipple Squeeze This
  64. 64. KNOW WHEN TO SHUT UP
  65. 65. PAY ATTENTION
  66. 66. CHANGE UP HOW YOU PRESENT
  67. 67. FIND A CONNECTION
  68. 68. ORDER YOUR PRESENTATION STRATEGICALLY
  69. 69. GIVE THEM WHAT THEY WANT, THEN WHAT THEY NEED Robert Solomon: The Art of Client Service
  70. 70. UNDERSTAND THAT BUYING CREATIVE WORK IS HARD Luke Sullivan: Hey Whipple Squeeze This
  71. 71. DEFEND YOUR WORK WITH STRATEGY Luke Sullivan: Hey Whipple Squeeze This
  72. 72. ASK WHY, DON’T
 LET THEM TELL
 YOU HOW
  73. 73. A great meeting is not the goal. Great work is. Eyes on the prize. ! *Mark Fenske, VCU Brandcenter
  74. 74. GO SLOW ARTICULATE BREATHE RELAX
  75. 75. THEY’RE HUMAN, JUST LIKE YOU
  76. 76. The trick is to understand that you are simply talking with your audience, sharing your thoughts. You’re not arguing. You’re not selling. You’re having a conversation. You’re giving them a gift. ! *Peter Coughter: The Art of the Pitch
  77. 77. LEARN FROM EVERY PRESENTATION Peter Coughter: The Art of the Pitch
  78. 78. THE BEST PRESENTER USUALLY WINS
  79. 79. LEAVE YOUR AUDIENCE WANTING MORE

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