Synopses & Reviews
Occasionally, a great idea will sell itself. The other 99% of the time, you have to find a way to persuade our audience that it is, in fact, a great idea. Thats what this book does, helps advertising professionals develop a persuasive presentation that delivers business. This book is partengaging and humorous narrative about the advertising industry, part case study and part how to. Readers will lean how to use individual natural presentation styles, the differences among agency presentations styles, and the context of important factors that occur during the presentation includeing room setup, seating, pre-presentation contact, how to reherse, and what to do in the critical "first five minutes."
An advertising expert shows agencies everywhere how to develop the perfect pitch to win new business and sell their ideas to clients the first time.
Occasionally, a great idea will sell itself. The other 99% of the time, you have to find a way to persuade others that it is, in fact, a great idea. Most executives spend the vast majority of their time creating their work, and almost no time on the presentation. Through an engaging and humorous narrative, Peter Coughter presents the tools he designed to help advertising and marketing professionals develop persuasive presentations that deliver business. Readers will learn how to hone their individual natural presentation style, how to organize a powerful presentation, how to harness the elegant power of simplicity, how to truly connect with an audience, how to rehearse effectively, and most importantly, how to win.
About the Author
Peter Coughter is a Professor at the prestigious VCU Brandcenter at Virginia Commonwealth University and President of Coughter and Company whichconsults with leading advertising agencies around the world.His clients include: Crispin Porter + Bogusky, DDB, Cramer-Krasselt, Dentsu, GSD&M, Goodby Silverstein, JWT, Leo Burnett, Publicis, Y&R McKinney and many others. Peter was a Founder and President of Siddall, Matus and Coughter, one of the Southeasts most respected agencies. He lives in Richmond, Virginia.
Table of Contents
Foreword * Chapter 1 * Chapter 2: White Spaces * Chapter 3: How We Connect * Chapter 4: The Power of Emotion * Chapter 5: How to Be * Chapter 6: The Thin Line * Chapter 7: Thoughtfulness * Chapter 8: The Way We Say Things * Chapter 9: It's More Important to be Passionate About the Work * Chapter 10: You Gotta Be You * Chapter 11: Before You Do Anything * Chapter 12: Death by Deck * Chapter 13: Organizing the Presentation * Chapter 14: Reherse, Reherse, Reherse * Chapter 15: Own It * Chapter 16: Getting Started * Chapter 17: What They See is What You Get * Chapter 18: Humor Vs. Jokes * Chapter 19: Punctuation * Chapter 20: You Never Know * Chapter 21: Standing Up