Presentations & Pitches
One of the most galling scenes in advertising is seeing a great idea undermined by a lousy presentation. We flatter ourselves into believing that brilliance of the concept alone will impress everyone in the room. 95% of the allotted time is spent polishing the idea. A frantic 5% is spent thinking about how to present it. My expertise has been forged in the heat of a thousand pitches and presentations. That experience has taught me a few lessons.
Every great idea needs a great story
Despite what creative departments prefer to believe, it’s never the quality of an idea alone that persuades a client. Without context, even world-changing ideas struggle for appreciation. A great presentation has a storyline, a framework of irresistible logic built to let the thinking and the creative work shine. The presentation deck will help you assemble everything you need in one place, but it should always be a support, never a roadmap. For all of my best presentations, I stepped away from the 254-page Powerpoint beast to write out a story flow by hand. The resulting presentations were always more fluid. More human. More persuasive.
Great presentations need great editing
In almost every presentation there is a drifter. A presenter or a section that seems to lose the thread. Maybe it’s the media guy who was briefed late. Maybe it’s the creative director who insists on presenting a digital idea that’s brilliant, but not entirely relevant. It doesn’t always seem like a big deal at the time, but drifters derail presentations. Once you’ve lost logical progression, it’s hard to find the path back. Edit presentations brutally. Any point that does not contribute to the selling of your core idea is a point you don’t need to make. When the client is explaining your presentation to his boss a week later, what’s the one thing he will say? Hammer your main point with the persistence of a bull in heat.
If you have a great idea, I can help create the story you need to sell it.