Leading Creative Teams by Eleazar Hernández

Author:Eleazar Hernández
Language: eng
Format: epub
Publisher: Apress, Berkeley, CA

Prepping for the Pitch

Before going into the lion’s den, you want to know as much as you can about your client. You must have a solid understanding of who your client is as well as who their target market is. By doing so, you can almost predict what types of questions or concerns they will have with the creative work that you are about to present to them. By getting a firm understanding of who they are, where they’ve been, and what they’ve done in the past, you and your team can develop strategies demonstrating not only that you understand them, but that you and your team have come up with solutions that meet or exceed their needs.

Your clients are willing to spend money on your ideas, but they will only do so if they feel they can trust you. As the creative lead, you are going in with ideas that may be contrary to what they’ve done in the past. If you go in without any reference as to why you’re doing what you’re doing and putting it in terms they understand or are willing to accept, you may be in for a challenge.

I am not saying that by understanding their history and speaking their language your pitches will always be successful. What I am saying is you need to understand your client’s personality. How far will they let you take things? Do they enjoy humor? Are they really into technology? Do they like bright colors or do they like neutral color palettes? You’ve got to know these things to make your pitch much more likely to be a successful one.

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