Five ways to nail that pitch
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Establish your credentials Always think about the type of client you’re pitching to and what they are looking for: a safe pair of hands or someone who will wow them with off-the-wall ideas? Tailor your credentials to back up the impression you want to make. Don’t labour the credentials in a pitch as the client generally wants to get to the exciting bit: the creative. |
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Avoid death by PowerPoint Check with the client to find out how they prefer to be pitched to. We think it’s better to print out examples of each creative route so, if there is a chance for discussion, they can be compared together. Don’t be afraid of getting up and explaining the point you’re trying to make. |
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Dodge bear-trap questions The best thing you can do is make sure that you are as prepared for your pitch as possible. However, there’s nothing wrong with saying you don’t know an answer, and will check and come back to them. It’s a good excuse to get in touch afterwards and to send over any visuals. |
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Practice makes perfect Aim to finish working on your presentation two days before and then spend the next day practicing a couple of times. If possible, bring in an outsider to hear your pitch. It’s really useful to have the viewpoint of someone who hasn’t been immersed in the brief as they can be more objective and flag up any points that aren’t clear. |
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Dress for success Think carefully about how you want to be known: do you want to be thought of as the creative or as the business person? You instantly give off a certain air if you are looking and feeling good, even down to your socks. However, the potential client is buying creativity, so as long as you look reasonably smart and smell nice, there is nothing wrong with erring on the ‘quirky’ side. |
| Words: Gemma Ballinger, account director, Studio Output Icons: Becca Allen Find plenty more advice like this in The Design Manual, every month in Computer Arts. |
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