How to present_work_so_they'll_buy_it

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If you present creative work, you have to do something to protect it from going down in flames. These are simple and effective tips on how to present work, anticipate client questions, and make yourself look smart.

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How to present_work_so_they'll_buy_it

  1. 1. Techniques for better creative presentations
  2. 2. a.k.a. Presenting work so they’ll buy it.
  3. 3. Imagine your audience understands nothing
  4. 4. They don’t. So you have to tell them.
  5. 5. Always recap the creative brief. Especially the net takeaway.
  6. 6. “You should buy a Tacoma Guitar because it will inspire you to write/play authentic stories.”
  7. 7. Logistics: Show and tell what‘s on the layout. All of it. Every bit.
  8. 8. Read every headline and subhead aloud.
  9. 9. Explain the visual. Even if it’s a tight comp.
  10. 10. Explain the story behind the layout, color and typographic choices.
  11. 11. Images require love and explication.
  12. 12. Give a short précis of the voice & tone as well as copy content.
  13. 13. Bullet-proof your concept. 75% of questions be anticipated.
  14. 14. Bask in the glory once they get it.
  15. 15. Thanks for spending your day with us. Cynthia Hartwig, CD of Two Pens cynthia@twopens.com @TwoPens2 Larry Asher, CD of Worker Bees larry@workerbees.com @larry_asher @WorkerBees

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