Anyone can present advertising. Just show it. Sometimes that’s all it takes to close the deal. But when it’s not, which is most of the time, you better have a few more skills up your sleeve.
OVER A BILLION SOLD
I’ve sold over a billion dollars worth of work, running in more than forty countries around the world. $500-million of it began as new business wins.
The single greatest lesson I learned is know your audience. Creative directors, planners, account people and clients all need to hear something slightly different in order to buy in. Push the right buttons and your chances of success go up dramatically.
HISTORICAL NOTE: Car dealers in Philly will never buy an ad if you tell them “they loved it in LA”. I’ve got the scars to prove it.