I hit 41,000 words this weekend. That’s 41,000 words on how advertising, digital, design and PR agencies can better manage the process they employ to build new business winning presentations. 41,000 means I am getting close to finishing the book.
Why am I repeating myself? Good question. Here is a short segment from the book on the art of repetition.
“We can learn a lot from Nancy Duarte’s sparklines analysis of Steve Jobs. However, I suspect that you might be thinking that channeling a new Apple product launch with the dramatic reveal of the first iPhone might not directly relate to an agency pitch about advertising the essence of Widgets. An advertising agency new business pitch most likely does not have an earth-moving climax. But, lets get past that. For another path to channel, consider Aristotle.
Aristotle, apparently one of the earlier presentation coaches, is credited with developing the three act structure and advising people to, “Tell them what you are going to tell them, tell them, then tell them what you told them.”
Tell them what you are going to tell them. Tell them what you want to say and what they want to hear form you. This will set up your major points and will let the client know that you have your act together.
Tell them. In this section you’ll tell them that you understand their needs, that you have the experience to meet these needs and that you have proof that you can deliver. Think of this as the content section.
Tell them what you told them. I consider this the support section. You will reiterate your major points, support these points with clear rationale and you will nail your pitch with conviction and enthusiasm.”
The book includes interviews with experts from the world of agency search consultants, major advertiser organizations, procurement specialists, IP lawyers and the world’s smartest presentation consultant and author. What is a word they all use to describe what it takes to win the heart and mind of a new client?
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