I’m Jim
First day at work
Jim Copacino << 4 >> Presenting and Selling Creative Work

Loving what we do is at the
heart of selling what we do.
Jim Copacino << 7 >> Presenting and Selling Creative Work

Enthusiasm, commitment and sincerity
are at the heart of effective persuasion.
Jim Copacino << 8 >> Presenting and Selling Creative Work

What we do is pretty cool
considering the alternatives…
Jim Copacino << 9 >> Presenting and Selling Creative Work

The myth
of the
swaggering
cowboy.
Jim Copacino << 16 >> Presenting and Selling Creative Work

Selling is not the answer.
Earning trust is the answer.
Jim Copacino << 17 >> Presenting and Selling Creative Work

Persuade, don’t sell.
Jim Copacino << 18 >> Presenting and Selling Creative Work

Be yourself.
The brand “you.”
Jim Copacino << 19 >> Presenting and Selling Creative Work

I’ve tried different personae
The hotshot (Vince Vaughn)
The infallible CD (Lee Clow)
The intellectual (George Will)
Jim Copacino << 20 >> Presenting and Selling Creative Work

Who I am:
Mature (old!), thoughtful, accessible,
dedicated to craft, collaborative, empathetic
Jim Copacino << 21 >> Presenting and Selling Creative Work

?
What’s your brand?
Jim Copacino << 22 >> Presenting and Selling Creative Work

PoInT:
When you are comfortable
with yourself, others will be
comfortable with you.
Jim Copacino << 23 >> Presenting and Selling Creative Work

As a presenter, you don’t have
to play a role. You need to play
yourself very well.
Jim Copacino << 24 >> Presenting and Selling Creative Work

“The key is sincerity.
once you can fake that,
you’ve got it made.”
—Groucho Marx
Jim Copacino << 25 >> Presenting and Selling Creative Work

Remember. You are just a small
part of what your client does. (5%)
Jim Copacino << 26 >> Presenting and Selling Creative Work

Also remember:
You are the most exciting part of
your client’s day. (Live up to it!)
Jim Copacino << 27 >> Presenting and Selling Creative Work

Finding the sweet spot
Client Agenda Agency Agenda
Evidence of Results Emotional vs. Rational
Integrated Communications Realm of Pop Culture
Consensus and Acceptance Approval of Peers
Brand & Cultural
Enhance Agency Stature
Appropriateness
Jim Copacino << 28 >> Presenting and Selling Creative Work

“The answer is advertising.
now what was the question?”
Jim Copacino << 29 >> Presenting and Selling Creative Work

Selling is organized empathy:
> I know you
> I understand you
> I feel for you
> I can help you
Jim Copacino << 30 >> Presenting and Selling Creative Work

You can’t fake empathy.
> Do your homework
> Feel their pain
Jim Copacino << 31 >> Presenting and Selling Creative Work

Know you client’s business,
products, competition,
position, industry trends.
Jim Copacino << 32 >> Presenting and Selling Creative Work

Know your client’s customer
> Demographics
> Psychographics
> Be a customer
Jim Copacino << 33 >> Presenting and Selling Creative Work

Convince the client that what
you are doing is in his or her
best interest. Position your
creativity as a strategic tool.
Jim Copacino << 34 >> Presenting and Selling Creative Work

Bring the client into the
process. Collaborate.
> Creative Brief
> “Tissue sessions”
> Casual touchpoints
Jim Copacino << 35 >> Presenting and Selling Creative Work

People embrace that which they
feel they’ve helped create.
Jim Copacino << 36 >> Presenting and Selling Creative Work

Logic & Magic
Jim Copacino << 37 >> Presenting and Selling Creative Work

Most clients are left brain/linear.
Creative people tend to
leap to insight, then reverse
engineer the logic
Jim Copacino << 38 >> Presenting and Selling Creative Work

You need to lead them to the magic
using logic as a proof of concept.
Jim Copacino << 39 >> Presenting and Selling Creative Work

“We know how you
feel about music”
Jim Copacino << 40 >> Presenting and Selling Creative Work

older demographic
Life changes
Music as connection to youth
Jim Copacino << 41 >> Presenting and Selling Creative Work

Beyond The Creative Brief:
The Brand Mantra
Jim Copacino << 45 >> Presenting and Selling Creative Work

Brand Mantra
> Make it simple.
> Make it relevant.
> Make it accessible.
> Make sure the client
buys into it.
Jim Copacino << 46 >> Presenting and Selling Creative Work

Brand Mantra
Make it the touchstone of
every meeting, every presentation.
It is your lifeline to your credential
as brand steward.
Jim Copacino << 47 >> Presenting and Selling Creative Work

Science
Compassion
Jim Copacino << 52 >> Presenting and Selling Creative Work

When you own/control
the Brand Mantra,
you own/control the presentation.
Jim Copacino << 58 >> Presenting and Selling Creative Work

Pre-sell it.
Jim Copacino << 59 >> Presenting and Selling Creative Work

The Brand Mantra
informs your set-up.
Jim Copacino << 60 >> Presenting and Selling Creative Work

Set-Ups: Your Launching Pad
Jim Copacino << 61 >> Presenting and Selling Creative Work

Set-Ups: Your Launching Pad
> Where you hook ’em or lose ’em
Jim Copacino << 62 >> Presenting and Selling Creative Work

Set-Ups: Your Launching Pad
> Where you hook ’em or lose ’em
> Step by step logic that leads to magic
Jim Copacino << 63 >> Presenting and Selling Creative Work

Set-Ups: Your Launching Pad
> Where you hook ’em or lose ’em
> Step by step logic that leads to magic
> Seduction (in a good way)
Jim Copacino << 64 >> Presenting and Selling Creative Work

Positioning:
“We have a near-obsessive focus on oral
health and…have dedicated ourselves to creating
plans and services that disproportionately benefit
the people we serve.”
Jim Copacino << 65 >> Presenting and Selling Creative Work

Solid Brand Positioning:
> At worst, a corporate anthem
> At best, a chance to do something
surprising and distinctive in the
category (“teeth geeks”)
Jim Copacino << 66 >> Presenting and Selling Creative Work

We’ve agreed upon a brand position
for WDS:
“Do Right Dental”

The “Do Right Dental”
Value Proposition
“…we have a near-obsessive focus on oral health
(and)... have dedicated ourselves to creating plans
and services that disproportionately benefit the
people we serve.”
(Source: Brand Foundation Document)

This is the core message that will inform all
marketing communications to all key audiences:
• Employers/Benefit Managers
• Brokers
• Subscribers
• Dentists
• Employees

You have a full marketing toolbox and
many communications opportunities:
Advertising Direct Marketing
Website Event Marketing
Collateral Direct Marketing
Public Relations Trade Shows
Annual Report Community Outreach
Online Display Word Of Mouth
Online Search Sales Presentations

What is the role of advertising?

Advertising should begin a conversation, not try to
conclude it.
Advertising should pique interest, not deliver data.
Advertising should open minds, not try to close
a sale.
Advertising should stake out emotional territory.

“Advertising is only powerful when
you realize how powerless it is.”

This is how we approached the
assignment and we are excited about it.

The Result?
Jim Copacino << 68 >> Presenting and Selling Creative Work

Know what the client wants.
Know what the client needs.
Get them to want what they need.
Jim Copacino << 76 >> Presenting and Selling Creative Work

Collaborate with your client.
> Creative Brief
> Tissue sessions
> Random Check-Ins
Jim Copacino << 77 >> Presenting and Selling Creative Work

People tend to buy that which
they feel they’ve contributed to.
Be inclusive and generous.
Jim Copacino << 78 >> Presenting and Selling Creative Work

The Presentation
Jim Copacino << 79 >> Presenting and Selling Creative Work

nervous?
Good.
Jim Copacino << 80 >> Presenting and Selling Creative Work

Stagefright is common.
And curable.
Jim Copacino << 81 >> Presenting and Selling Creative Work

Breathe Deeply
Exercise
Avoid Stimulants
Remind Yourself: You are the expert
Jim Copacino << 82 >> Presenting and Selling Creative Work

But mostly, be prepared.
Jim Copacino << 83 >> Presenting and Selling Creative Work

Rehearse.
Be Brutally Honest.
Rehearse Again.
Jim Copacino << 84 >> Presenting and Selling Creative Work

Make sure everyone on the
presentation team has a role.
Banish the incapable.
Jim Copacino << 85 >> Presenting and Selling Creative Work

Rehearse by yourself.
Tape yourself.
Jim Copacino << 86 >> Presenting and Selling Creative Work

Howard Schultz
Jim Copacino << 87 >> Presenting and Selling Creative Work

Know your audience.
Know the room.
Know the technology.
Do your homework.
Jim Copacino << 88 >> Presenting and Selling Creative Work

To PowerPoint
or
not to PowerPoint?
Jim Copacino << 89 >> Presenting and Selling Creative Work

Advantages of PowerPoint
> organization
> Professionalism
> Aesthetics (if done correctly)
Jim Copacino << 90 >> Presenting and Selling Creative Work

Disadvantages of PowerPoint
> Room is dark
> Audience eyes on screen
> High boredom potential
> High ugly potential
> Adds Techno-Stress
Jim Copacino << 91 >> Presenting and Selling Creative Work

How To Use PowerPoint Well:
Think of every slide as an ad
(language, color, design, simplicity)
Jim Copacino << 92 >> Presenting and Selling Creative Work

How To Use PowerPoint Well:
Slides as notes, not teleprompter.
Don’t read every word.
Jim Copacino << 93 >> Presenting and Selling Creative Work

How To Use PowerPoint Well:
“Brand” the PowerPoint
Jim Copacino << 94 >> Presenting and Selling Creative Work

How To Use PowerPoint Well:
Use plain English not bizspeak.
Jim Copacino << 95 >> Presenting and Selling Creative Work

Alternatives to PowerPoint:
> Flip Chart
> Mood Cards
> nothing
Jim Copacino << 96 >> Presenting and Selling Creative Work

What I’ve learned from
years of mistakes:
Jim Copacino << 97 >> Presenting and Selling Creative Work

Start with a theme.
Return to it often.
Return to it often.
Return to it often.
Jim Copacino << 98 >> Presenting and Selling Creative Work

Introduce the Agenda early.
Let people know where they are.
Jim Copacino << 99 >> Presenting and Selling Creative Work

Encourage discussion
Jim Copacino << 100 >> Presenting and Selling Creative Work

Ask for feedback:
> “Does this make sense to you?”
> “Have I answered your question?”
> “Is this worthwhile information?”
Jim Copacino << 101 >> Presenting and Selling Creative Work

Come Bearing Gifts
> Hainan
> Premera
Jim Copacino << 102 >> Presenting and Selling Creative Work

“You don’t bring me
flowers anymore.”
(Treat every presentation to current
clients like a new business pitch.)
Jim Copacino << 103 >> Presenting and Selling Creative Work

Find a way to break the ice
without breaking your credibility.
Jim Copacino << 104 >> Presenting and Selling Creative Work

If you’re not interested in
your topic, who will be?
> Show excitement, passion
> Don’t be too hip for the room.
> Hokey is oK (to a point)
Jim Copacino << 105 >> Presenting and Selling Creative Work

What’s your first line?
What’s the headline
of the presentation?
Jim Copacino << 107 >> Presenting and Selling Creative Work

Against The Odds
(Why C+F should be your agency)
Presentation to Casino Snoqualmie
February 15, 2008

Against The Odds
• No casino experience
• Not the biggest agency
• We haven’t worked with you before
We have 60 minutes to convince you that these
“disadvantages” are in fact reasons to hire us.

Agenda
1. Introduction to C+F
2. Three Brief Case Histories
3. Casino Snoqualmie:
Our Initial Thoughts
4. The Next 90 Days
5. Initial Creative Thinking
6. Q+A

Use language that demonstrates
you’re putting yourself in the
client’s shoes:
> “If this were my money…”
> “It’s in your best interest to…”
Jim Copacino << 109 >> Presenting and Selling Creative Work

Versus
“This is the most random
commercial I’ve ever worked on.”
Jim Copacino << 110 >> Presenting and Selling Creative Work

Eschew arcane polysyllabic argot.
Jim Copacino << 112 >> Presenting and Selling Creative Work

Remove the proscenium.
Jim Copacino << 113 >> Presenting and Selling Creative Work

Jim Copacino << 115 >> Presenting and Selling Creative Work

Move around.
Involve the audience.
Make eye contact.
Don’t be a prisoner of your notes.
Jim Copacino << 116 >> Presenting and Selling Creative Work

Mood Boards or Key Visuals.
Avoid Storyboards.
Jim Copacino << 117 >> Presenting and Selling Creative Work

Write the copy. Every word.
Read it with feeling.
Jim Copacino << 118 >> Presenting and Selling Creative Work

Size your materials for the room.
Jim Copacino << 119 >> Presenting and Selling Creative Work

Share your treasures.
Have them touch and feel the work.
Break the plane.
never show work on PowerPoint!
Jim Copacino << 120 >> Presenting and Selling Creative Work

Exceed their expectations.
Fill the room.
Jim Copacino << 121 >> Presenting and Selling Creative Work

Anticipate questions, objections.
Prepare answers.
Jim Copacino << 123 >> Presenting and Selling Creative Work

Listen to the audience.
Process.
Don’t be too quick to rebut.
Jim Copacino << 124 >> Presenting and Selling Creative Work

Showing you’ve listened doesn’t
mean you agree.
Jim Copacino << 125 >> Presenting and Selling Creative Work

Know when to hold ‘em.
Know when to fold ‘em.
Jim Copacino << 126 >> Presenting and Selling Creative Work

Sometimes the client is right.
Jim Copacino << 127 >> Presenting and Selling Creative Work

Don’t ever, ever forget:
Sometimes the client is right.
Jim Copacino << 128 >> Presenting and Selling Creative Work