getting to yes dp webinar - 4-4-13
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Getting to YesVICKI WRIGHT
Digital People Show Up WebinarApril 4, 2013
The typical creative presentation.
Mock-ups are spread on the conference table.
You pray the client will like something.
The best work should jump out – right?
Everyone feels uncomfortable.
© Vicki Wright, 2012. All rights reserved.
What’s wrong here?
You have no power in this situation.
The best ideas can get lost in the shuffle.
Sometimes the weakest ideas get noticed first.
The client doesn’t always give useful feedback.
© Vicki Wright, 2012. All rights reserved.
The problem.
The client does not want to appear foolish or uninformed.
Not knowing what else to do, the client withholds approval.
© Vicki Wright, 2012. All rights reserved.
What now?
You just presented your best ideas.
How will you get better ideas?
Do you have enough time to start over?
Is there money in the budget?
Do you have the heart to tell your team to try again?
© Vicki Wright, 2012. All rights reserved.
Is this how it feels?
Why are clients so:
DUMB
BORING
CLOSE-MINDED
…….aaaarghhhhh!
© Vicki Wright, 2012. All rights reserved.
Bad advice.
Don’t fall in love with your first idea, because the client will never buy it.
Hire a bunch of freelancers to work all weekend on new ideas.
Invite the client to your next creative brainstorm.
Just do what the client wants.
Get better clients.
© Vicki Wright, 2012. All rights reserved.
Decision-makers and influencers
You must learn who’s-who in advance.
Influencers can become supporters when given a reason to believe in your idea.
Decision-makers can be a tougher sell because they have more at stake.
Decision-makers may need agreement from influencers to approve your idea.
© Vicki Wright, 2012. All rights reserved.
Project committees
Always present your ideas to your day-to-day contacts before you present to a larger group.
Don’t change your presentation, just use the feedback from your contacts to anticipate and prepare for challenges from the group.
© Vicki Wright, 2012. All rights reserved.
Manage the approval process
Face-time with the ultimate decision-maker is vital to determining what criteria will be used for approval.
When you try to guess what the ultimate decision-maker will approve, time and money are easily wasted.
Tell your client this crucial fact.
© Vicki Wright, 2012. All rights reserved.
This is fine art.
You’re not making fine art.
Fine art is individual self-expression.
Fine art is subjective.
It can’t be easily evaluated.
Everyone’s opinion is valid.
© Vicki Wright, 2012. All rights reserved.
This is design.
Design is intended to communicate.
Design is objective.
It can be evaluated based on specific parameters.
The opinion of the target audience counts.
© Vicki Wright, 2012. All rights reserved.
The cast-in-concrete rule of design.
NOTHING IS ARBITRARY.
© Vicki Wright, 2012. All rights reserved.
The path to yes.
Get better input up front – even if you have to make it up.
Get client agreement to that input – before you begin creative work.
Measure your ideas against that input.
© Vicki Wright, 2012. All rights reserved.
The creative brief.
The creative brief works like a contract between the creative team and the client.
It defines the project parameters.
If your work adheres to those parameters, you have met your end of the contract.
© Vicki Wright, 2012. All rights reserved.
The creative brief.
Who is the target audience?
What are they doing now?
What do we want them to do?
What do they need to believe to do it?
What’s in it for them?
© Vicki Wright, 2012. All rights reserved.
How to win support.
Tell your client what you understand about the situation.
Demonstrate how your ideas come from your client’s input.
Sell your creative thinking – before you show your client any work.
© Vicki Wright, 2012. All rights reserved.
The rationale.
ANSWER THESE QUESTIONS:
What message is being communicated?
How does the look and feel contribute to the message and entice the target?
How does it support the client’s brand?
© Vicki Wright, 2012. All rights reserved.
The rationale.
Be concise. Use bullets. Avoid lingo.
Always provide the rationale in writing and make sure each idea has its own rationale.
© Vicki Wright, 2012. All rights reserved.
Why does this work?
Your client evaluates the idea based on the rationale – not just personal preferences.
Your client now has a script to give you valuable feedback.
© Vicki Wright, 2012. All rights reserved.
When it’s not going well.
Maybe circumstances have changed and your idea is no longer valid.
If so, don’t show any of your ideas.
© Vicki Wright, 2012. All rights reserved.
Two is the right number.
Always show your best idea first.
The second idea should be equally strong, but slightly different in tone or intensity.
© Vicki Wright, 2012. All rights reserved.
What if they hate it?
Is your client a member of the target audience? – probably not.
Has the direction for the project changed?
Is your client the ultimate decision-maker?
© Vicki Wright, 2012. All rights reserved.
They hate it.
You don’t have to take it personally.
Show your second idea.
© Vicki Wright, 2012. All rights reserved.
What if they hate both ideas?
Put both ideas out of sight.
© Vicki Wright, 2012. All rights reserved.
Save face.
Adjust the creative brief to match the new direction and get your client to agree to it.
Schedule the next presentation before you leave.
© Vicki Wright, 2012. All rights reserved.
Avoid power plays.
Stop your client from playing ‘designer’ or ‘writer,’ or from doing your job.
Never accept ‘one from column A, two from column B’ suggestions.
Make it clear that your ideas are supported by the rationale and that . . .
© Vicki Wright, 2012. All rights reserved.
NOTHING IS ARBITRARY
© Vicki Wright, 2012. All rights reserved.
This won’t work for you, because...Your client never gives good direction.
You don’t have time to write a rationale, much less work on the creative brief.
Your client doesn’t care what you think.
Your client demands lots of options.
You never get in front of your client to make a presentation.
© Vicki Wright, 2012. All rights reserved.
Beyond yes.
When you demonstrate how your idea not only meets the parameters, but does it in an unexpected way, you achieve client delight.
© Vicki Wright, 2012. All rights reserved.
Summary
The minutes you spend thoughtfully defining and communicating the rationale for your best ideas, will save you hours of time trying to come up with more ideas you don’t like nearly as much.
© Vicki Wright, 2012. All rights reserved.
Q & A
© Vicki Wright, 2012. All rights reserved.
Thank you!
© Vicki Wright, 2012. All rights reserved.
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