Selling it in.

Your work is not a personal art project which will live solely on its creative brilliance.  You have to be able to show the value to the client.  The genius of what you have done is not apparent to anyone but you.  You have to sell it.  Noodle out three reasons why you believe your idea is powerful, from the client’s perspective. Set up your work with those three points, then lay it out on the table and take your chances.

The client may hate the work, but they’ll respect the rationale behind it.

In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.  David Ogilvy


David Fowler created long-running advertising campaigns for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others. His forty-year creative career included twenty years at Ogilvy & Mather in New York, as well as stints at Goodby, Silverstein in San Francisco, Ammirati & Puris in New York and The Richards Group in Dallas.