Structure the sale.

When presenting work, tell your clients what they’re going to see before you show them. Set their expectations so they’re not wondering where your presentation is going. If you have three ideas, say so. If you’re covering various media, say so. If you have something extra or unexpected, say so. “T0day, we’d like to show you three ideas, each covering television, social and print. Along the way, we also have a couple of surprises that we’re excited about, as bonus thoughts.”

You’ve set the client at ease about what you’re showing and how much. Now the client can forget their mental laundry list and focus on you and your miraculous ideas.


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.