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