I am looking for stories from creatives and clients on your best and worst experiences selling or buying creative.
If you are a creative director I want to know your number one tactic/trick for getting a client to buy a piece of creative.
If you are a client I would like to know what you like and hate about getting creative pitched to you.
Please drop me a line directly at jon{at}teehanlaxdotcom.
written by Jon Lax
I’ve worked at Commissio Junction Inc. as an Account Manager and as a Creative Director. I’d say the number one trick for getting a client to buy a piece of creative was showing the client what they wanted the customer to see before they even knew what they wanted the customer to see.
Are you hiring by chance? My resume is on the website.
Thanks,
Will
Crying works.
Ok well maybe not actually crying, but the point is that I have always sold the best ideas when I was visibly emotionally attached and engaged with the story i was telling. I never did it purposefully but i believe its what ultimately convinced my client that these were ideas worth pursuing.
I got into this game as an artist looking to make pretty pictures and walk out with an obscene bag of loot. What can I say? – I was young.
14 years later, I have learned that selling creative sometimes requires far more energy than actually creating it. As much as I hate to admit it, there is a real sense of pleasure in getting something to the finish line. Even if it mutates along the way a bit.
Here’s my trick:
If you really want to get a great piece of creative past a client who lacks creative thinking, make them believe that they are not only involved, but guiding the project. They will have a harder time squashing their own ideas, so make your ideas theirs.
“Suits†want to play with the cool kids. The desire control and credit. As creatives, we can relate to that sense of ego. The trick is to to use that to your advantage by peppering your creative presentation with phrases like “…we pulled this insight directly from your brief…†or “…that’s a great suggestion, we’ll consider that…â€.
Make eye contact with the client like they’re Obi Wan Kenobi when they’re saying something stupid and don’t be afraid to disagree with them. They’ll respect you for having a set of plums. Just temper your comments with a smile or a friendly sense of humour. Just remember that sucking up is not what you’re going for here, what you’re trying to create is the presence of teamwork.
Let them know that they’re in a partnership, even if you’re the only one in the room that seems to really “get itâ€. Designers design. Directors direct. Turn obstacles into allies and you will certainly make it look easy.
Sometimes a piece of creative is an award winner. Sometimes it’s just a forgettable piece of POS. But if you put a little passion into involving your client in the process, you will have an easier time selling it. After all, it was their idea – wasn’t it?
Adam Jarvis
Creative Director
VECTORVAULT
http://www.vectorvault.com