How to Present (and Sell) Creative Work
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Larry Asher provides guidance on how to effectively present and sell creative work in 3 key steps: 1. Thorough preparation in the days and minutes before the presentation, including getting sign-off on a creative brief, understanding the audience and stakeholders, and rehearsing the presentation. 2. An engaging presentation that explains the work, sets the context and problem being solved, demonstrates how the work addresses the brief, and is explicit about next steps. 3. Consideration for alternative presentation methods like video calls or PDF decks if an in-person presentation is not possible.
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How to Present (and Sell) Creative Work
- 1. How to Present (And Sell) Creative Work
- 2. Larry Asher
- 3. 1.That’s who I am. And you are?
- 7. 2.How do you present now?
- 13. 3.Why (and when) presentations go south
- 14. Seeing the client as someone you have to please.
- 15. Not getting up off your ass.
- 16. Starting with an apology.
- 17. Failing to set the stage properly.
- 21. Folding your tent too quickly.
- 22. Asking“do you like it?”
- 23. Let’s take a break.
- 24. There are two parts: Preparation Presentation
- 26. Do you have a signed-off creative brief?
- 27. The briefest of briefs Deliverable: HTML email for loyalty program customers Audience: Starbucks card users; frequent visitors to Starbucks retail stores Takeaway: “You should buy aVerismo System because it allows you to make Starbucks lattes at home.” Tone: Newsy, simplified, welcoming Offer: Pre-order online
- 29. The takeaway: No sentence in a brief is more important.
- 32. You should buy aVerismo System because it allows you to make Starbucks lattes at home.
- 33. You should take classes at SVC because you’ll get the straight scoop from top pros.
- 34. You should consider Swedish because they’re treating cancer in a new, effective way .
- 35. Do you have have agreement on what constitutes great work?
- 36. It’s intrusive.
- 38. It’s involving.
- 42. It’s emotional.
- 44. It’s intrusive & involving & emotional.
- 48. It’s true to the brand.
- 55. BTW: Is this “on brand?”
- 57. It’s intrusive & involving & emotional & single-minded & true to the brand & on strategy.
- 59. Do you know who’s going to be there?
- 60. Do you know who’s going to say what?
- 61. Have you seen the room?
- 62. Have you written it down and rehearsed?
- 65. Prepare your body & soul.
- 68. Set the stage.
- 69. Tell them what you’re after.
- 70. Let’s eat lunch.
- 72. Own the room. Assume the pose.
- 74. Put on a show.
- 75. Explain what they’re seeing (to a degree).
- 76. The most important stuff Less important stuff Non-Essential Details Time
- 78. We see a close-up photo of a young guy wearing a t-shirt. He’s wearing his seatbelt. The seatbelt is covering up some of the words. The copy reads,“Buckle up. Stay alive.” Here’s a small Province of Quebec logo.
- 79. Tell us why this solves the business problem.
- 81. Is it on-brand? Is it on-strategy? Is the concept great? Intrusive Involving Emotional Single-Minded
- 82. Do not ask: “what do you think?”
- 83. Be clear (and presumptive) about what happens next.
- 84. Shut up.
- 86. Days Before Right Before The Presentation Get a signed-off brief Agree on your standards Try for face-to-face Prepare mind and soul Re-brief Set the stage Tell them what you’re after Own the room Put on a show Explain what they’re seeing Use your checklist Tell how you’ve solved the problem Be explicit about next steps Shut up
- 87. Let’s take a break.
- 88. Presentation Agenda 1.Why we’re here today 2.The problem we’re trying to solve 3. Here it is! 4.Why this work solves the problem 5. Do we agree? 6.What we’ll do next.
- 89. 7. Putting it all together: A case study.
- 90. This was the solution
- 93. What we learned from the Super Bowl. Swedish Cancer Institute 2014 Creative Presentation April 23, 2014 Worker Bees, Inc.
- 95. Most people aren’t paying attention.
- 96. Research Highlights: The at-risk don’t care much about cancer. “Not very” or “not at all” concerned about getting cancer: 57% Spend “a little” or “almost no” effort staying up to date on the latest approaches to cancer treatment: 82% 96
- 97. If there’s an opening, take it.
- 98. Research Highlights: No organization has a strong position. Rates concept statement as “extremely” or “very” important: “Highest Survival Rates” 77% “Personalized, Genetic Medicine” 70% 98
- 99. 99 The Audience: The Legion of Boomers
- 100. What’s the single take-away? 100 You should consider the Swedish Cancer Institute because we now use genetic sequencing, an exciting new advancement, to lead us to the most effective treatment plan.
- 101. Let’s get this party started. 101
- 102. 102
- 103. Listen Up Copy Revised 3-29-14 They can intercept the genetic profile of a patient’s cancer cells, and then prescribe a personalized therapy. RICHARD: Hey, Cancer...When you try to harm people with your sorry cancer cells... I’m going to explain it for you real quick: SCI!and you go up against the Swedish Cancer Insti- tute, what result do you think you’re gonna get? RICHARD: Hey, Cancer, you know what happens when the Swedish Cancer Institute comes after you? Game. That is not mediocre. That is extraordinary. [That is what you want.]
- 104. One last thought: Winning will be good. 104
- 105. 105
- 106. 8. Let’s present. > Choose a creative sample to present > Write your takeaway sentence > Write your presentation notes (10 minutes) > Give a 5-minute presentation > We’ll give you a 5-minute critique
- 118. 10.When you can’t present in person.
- 119. Share your screen while doing a Skype video call
- 121. Edit a video narrated by you presenting the work.
- 123. Build a PDF deck that walks the reader through the presentation.
- 124. What would Don Draper do?
- 125. He’d get you drunk first.
- 126. He’d remind you what this assignment was: Create a multi-media campaign to: 1. Build preference for the Swedish brand 2. Drive people to take a free online health screening
- 127. But then he’d say, this is the actual priority of the message: Build preference Get screenings
- 128. He’d say that there are lots of different stages in the purchase cycle OrthoHealthy Former Patient PatientAt-Risk DiagnosedDiagnosed MD
- 129. But, when you use mass media, you’re mostly talking to these guys OrthoHealthy PatientAt-Risk DiagnosedDiagnosed MD Former Patient
- 130. And this is what they think of health care and hospital ads We don’t care
- 131. He would remind us that women, not men, are the most important audience X XXX X
- 132. And then he’d light up another smoke
- 133. This is what you want people to do when they see these ads: Talk about them
- 134. Would anyone talk about these?
- 135. He’d remind us not to say these words: Leading edge State of the art Compassion Care/Caring Excellence Right here at home
- 136. He’d remind us not to show these images: Docs in white coats Docs in blue scrubs Docs in green scrubs Docs with arms crossed Happy couples on bikes Big buildings
- 137. Then he’d light up a new one and ask if you have any questions
- 138. He’d say good bye, good luck, and then he’d step out to “take a call.”
- 142. If you must send PDFs, password protect them, and give out the password at the beginning the call.
- 143. 11.What do you think?
- 144. 12. Q&A + H&K
- 145. larry@workerbees.com