Great creative work sells itself, right? This apparently isn’t the case. In fact if you think back to the Guiness Surfers ad, didn’t that take two years to be made?
To help you sell in the next ‘Surfers’ Jeffre Jackson, former planning director at W+K Amsterdam gave a ‘how to sell advertising’ talk at the recent Napoleons conference in Bucharest. Luckily for us Sparking Curious Mind was there to record it:
1. Sell the idea. Then the execution
2. Present an idea sheet
- one-sentence summary of the idea
- a short summary of how the idea meets the requirements of the brief
3. Create a shared language with the client
4. Insist on tissue sessions
- this way the client is involved in developing the idea early in the process and it helps build the trust.
5. Deliver a “sales pack” with the work
- give the client something to help him talking internally about the idea
6. Don’t skimp on the “other” ideas.
7. Report every significant step between brief and solution. Even the dead ends.
8. Refer to the client research when you can. Thoroughly
- research is part of the language
9. Understand and communicate what the client wants.
- besides of what he requires in the brief
10. Cultivate many sources of information
- within the client’s organization
11. Arrange a client-agency outing
- don’t sell the client anything on these occasions. these are meant to build trust
12. Adapt. Don’t give up
- if the work is rejected, do something else
- work harder
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