Bob Linden

#4AsWebinars Loving the Selling Creative to Clients Webinar. Learning so much. Great format for selling ideas.

#4AsWebinars clients will stop listening when u show the work. set up the work prior to revealing it. @4As

#4AsWebinars Great takeaways given by Mark Schnurman on the Selling Creative webinar. Great planning sheet on presenting creative. @4As

#4AsWebinars In your set up, restate the strategy. Explain the challenge. Explain how you came up with the big idea. Go back to the brief.

#4AsWebinars Client must trust your biz credibility; get clients excited/willing to take a risk. Make sure the client understands idea @4As

Clients need to view creatives as peers solving biz problems through creativity, not creative ppl solving creative problems #4Aswebinars

100% right content presented poorly will always lose to 90% right content presented well #4Aswebinars

#4AsWebinars Using words "cool" and "fun" erodes presentation.

#4AsWebinars Youve gto to explain how the idea is related to the strategy. Rehearse. Rehearse. Rehearse.

#4AsWebinars You need high energy level when presenting. You've got to set up the creative.

#4AsWebinars What mistakes do people make presenting creative ? #1 response. Making the sale too complicated @4As

#4AsWebinars disconnect..clients perceive it as a biz problem; creatives think its a creative problem not a biz problem. @4As

#4AsWebinars Clients think the creative is too risky #1 response by attendees.

#4AsWebinars what can get in the way of the client approving concepts?? @4As

First 4As live streaming video. @. Ogilvy Sound Stage. 4as @ Ogilvy & Mather http://instagram.com/p/uJ2f8DuHTh/