Written by

JAYANT SAVANT
Senior Creative Resource. Ideator. Writer. Problem Solver, at Ogilvy and Mather Bangladesh.

Creativity is relative. Even Einstein would agree if he was alive. Logically, that also makes ideas relative. Haven’t you heard your twin disagree with you, when you were vocal about your ‘like’ for a particular TV spot? If your twin disagrees, imagine the client; someone who doesn’t even remotely share three alphabets from your surname.

As a creative in an ad agency, it’s absolutely important to ‘sell’ your idea. In fact, it’s sacrosanct. Otherwise no point ‘thinking’ about it. I mean, what’s the point really, if you can’t sell what you come up with?

It’s easier said than done.

To be able to sell an idea, firstly, you (ad creative folks) should ask yourselves, ‘Is the idea really a ‘hot cookie’ making the client pick it off the shelf?’ This thought is a nightmare, throwing every creative folk worth his salt into throes of self-doubt. 

So how does one make one’s idea a ‘Hot cookie’?

Well, here are few steps, which, if you follow, you are more likely to sell an idea.

Build a credible track record: It’s important to build a credible track record. By this, I mean, the ability to think creatively and strategically. Because when the client is judging your idea, he’s also gauging you.

Find an ally: Find a senior who’s willing to hear your idea and help you pitch it to your client. And more importantly, give you credit for it. So you are accepted as a part of the team who came up with it.

Plan and rehearse your presentation: No creative presentation is off-the-cuff. It takes few rounds of rehearsals before you actually meet your client. Be clear on what you want to say, how you want to say. If it’s a TV spot, it’s better if you create a storyboard, so you and the client are singing from the same hymn book.

Edit, edit, and edit: By edit, I mean, edit what you want to say. Never ramble. Learn to pitch your idea is as less words as you can- clearly and distinctly. So there’s absolutely no room for confusion at both ends.

Create an emotional attachment: It’s very important to create an emotional connect with your idea. Hence, present an idea as a story, not a 30-sec commercial spot. Let the client relate to it emotionally.

Show the benefits and figures: As a client, he’s more interested in the bottom line. He’s more interested if the ad will help him make profits or achieve his business objectives, more than it creating a tremble at award shows.

Be enthusiastic: Present an idea as if it were ‘The Next Big Thing’. Let the client know that this idea will change the way he does his business. So present it with confidence and gusto.

Involve the client: Always, and I mean always, involve the client in your idea. Encourage questions and a healthy discussion after you present the idea. There’s nothing more scary than a quiet room after you made the presentation.

So, these are few steps you can take to turn your idea from ‘just another idea’ to a ‘hot cookie’. Because it’s not just about coming up with an idea, but it’s also about selling it, so it comes out of those presentation slides and sees the light of day.