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Jim Copacino Presenting and Selling Creative Work

Im Jim
First day at work
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Jim Copacino Presenting and Selling Creative Work
Loving what we do is at the
heart of selling what we do.
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Jim Copacino Presenting and Selling Creative Work
Enthusiasm, commitment and sincerity
are at the heart of effective persuasion.
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Jim Copacino Presenting and Selling Creative Work
What we do is pretty cool
considering the alternatives
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Jim Copacino Presenting and Selling Creative Work
The myth
of the
swaggering
cowboy.
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Jim Copacino Presenting and Selling Creative Work
Selling is not the answer.
Earning trust is the answer.
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Jim Copacino Presenting and Selling Creative Work
Persuade, dont sell.
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Jim Copacino Presenting and Selling Creative Work
Be yourself.
The brand you.
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Jim Copacino Presenting and Selling Creative Work
Ive tried different personae
The hotshot (Vince Vaughn)
The infallible CD (Lee Clow)
The intellectual (George Will)
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Jim Copacino Presenting and Selling Creative Work
Who I am:
Mature (old!), thoughtful, accessible,
dedicated to craft, collaborative, empathetic
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Jim Copacino Presenting and Selling Creative Work
Whats your brand?
?
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Jim Copacino Presenting and Selling Creative Work
PoInT:
When you are comfortable
with yourself, others will be
comfortable with you.
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Jim Copacino Presenting and Selling Creative Work
As a presenter, you dont have
to play a role. You need to play
yourself very well.
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Jim Copacino Presenting and Selling Creative Work
The key is sincerity.
once you can fake that,
youve got it made.
Groucho Marx
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Jim Copacino Presenting and Selling Creative Work
Remember. You are just a small
part of what your client does. (5%)
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Jim Copacino Presenting and Selling Creative Work
Also remember:
You are the most exciting part of
your clients day. (Live up to it!)
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Jim Copacino Presenting and Selling Creative Work
Finding the sweet spot
Client Agenda Agency Agenda
Evidence of Results
Integrated Communications
Consensus and Acceptance
Brand & Cultural
Appropriateness
Emotional vs. Rational
Realm of Pop Culture
Approval of Peers
Enhance Agency Stature
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Jim Copacino Presenting and Selling Creative Work
The answer is advertising.
now what was the question?
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Jim Copacino Presenting and Selling Creative Work
Selling is organized empathy:
> I know you
> I understand you
> I feel for you
> I can help you
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Jim Copacino Presenting and Selling Creative Work
You cant fake empathy.
> Do your homework
> Feel their pain
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Jim Copacino Presenting and Selling Creative Work
Know you clients business,
products, competition,
position, industry trends.
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Jim Copacino Presenting and Selling Creative Work
Know your clients customer
> Demographics
> Psychographics
> Be a customer
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Jim Copacino Presenting and Selling Creative Work
Convince the client that what
you are doing is in his or her
best interest. Position your
creativity as a strategic tool.
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Jim Copacino Presenting and Selling Creative Work
Bring the client into the
process. Collaborate.
> Creative Brief
> Tissue sessions
> Casual touchpoints
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Jim Copacino Presenting and Selling Creative Work
People embrace that which they
feel theyve helped create.
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Jim Copacino Presenting and Selling Creative Work
Logic & Magic
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Jim Copacino Presenting and Selling Creative Work
Most clients are left brain/linear.
Creative people tend to
leap to insight, then reverse
engineer the logic
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Jim Copacino Presenting and Selling Creative Work
You need to lead them to the magic
using logic as a proof of concept.
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Jim Copacino Presenting and Selling Creative Work
We know how you
feel about music
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Jim Copacino Presenting and Selling Creative Work
older demographic
Life changes
Music as connection to youth
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Jim Copacino Presenting and Selling Creative Work
Beyond The Creative Brief:
The Brand Mantra
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Jim Copacino Presenting and Selling Creative Work
Brand Mantra
> Make it simple.
> Make it relevant.
> Make it accessible.
> Make sure the client
buys into it.
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Jim Copacino Presenting and Selling Creative Work
Brand Mantra
Make it the touchstone of
every meeting, every presentation.
It is your lifeline to your credential
as brand steward.
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Jim Copacino Presenting and Selling Creative Work
Science
Compassion
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Jim Copacino Presenting and Selling Creative Work
When you own/control
the Brand Mantra,
you own/control the presentation.
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Jim Copacino Presenting and Selling Creative Work
Pre-sell it.
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Jim Copacino Presenting and Selling Creative Work
The Brand Mantra
informs your set-up.
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Jim Copacino Presenting and Selling Creative Work
Set-Ups: Your Launching Pad

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Jim Copacino Presenting and Selling Creative Work
Set-Ups: Your Launching Pad
> Where you hook em or lose em
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Jim Copacino Presenting and Selling Creative Work
Set-Ups: Your Launching Pad
> Where you hook em or lose em
> Step by step logic that leads to magic
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Jim Copacino Presenting and Selling Creative Work
Set-Ups: Your Launching Pad
> Where you hook em or lose em
> Step by step logic that leads to magic
> Seduction (in a good way)
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Jim Copacino Presenting and Selling Creative Work
Positioning:
We have a near-obsessive focus on oral
health andhave dedicated ourselves to creating
plans and services that disproportionately beneft
the people we serve.
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Jim Copacino Presenting and Selling Creative Work
Solid Brand Positioning:
> At worst, a corporate anthem
> At best, a chance to do something
surprising and distinctive in the
category (teeth geeks)
Weve agreed upon a brand position
for WDS:
Do Right Dental
The Do Right Dental
Value Proposition
we have a near-obsessive focus on oral health
(and)... have dedicated ourselves to creating plans
and services that disproportionately benet the
people we serve.
(Source: Brand Foundation Document)
This is the core message that will inform all
marketing communications to all key audiences:
Employers/Benet Managers
Brokers
Subscribers
Dentists
Employees
You have a full marketing toolbox and
many communications opportunities:
Sales Presentations Online Search
Word Of Mouth Online Display
Community Outreach Annual Report
Trade Shows Public Relations
Direct Marketing Collateral
Event Marketing Website
Direct Marketing Advertising
What is the role of advertising?
Advertising should begin a conversation, not try to
conclude it.
Advertising should pique interest, not deliver data.
Advertising should open minds, not try to close
a sale.
Advertising should stake out emotional territory.
Advertising is only powerful when
you realize how powerless it is.
This is how we approached the
assignment and we are excited about it.
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Jim Copacino Presenting and Selling Creative Work
The Result?
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Jim Copacino Presenting and Selling Creative Work
Know what the client wants.
Know what the client needs.
Get them to want what they need.
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Jim Copacino Presenting and Selling Creative Work
Collaborate with your client.
> Creative Brief
> Tissue sessions
> Random Check-Ins
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Jim Copacino Presenting and Selling Creative Work
People tend to buy that which
they feel theyve contributed to.
Be inclusive and generous.
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Jim Copacino Presenting and Selling Creative Work
The Presentation
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Jim Copacino Presenting and Selling Creative Work
nervous?
Good.
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Jim Copacino Presenting and Selling Creative Work
Stagefright is common.
And curable.
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Jim Copacino Presenting and Selling Creative Work
Breathe Deeply
Exercise
Avoid Stimulants
Remind Yourself: You are the expert
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Jim Copacino Presenting and Selling Creative Work
But mostly, be prepared.
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Jim Copacino Presenting and Selling Creative Work
Rehearse.
Be Brutally Honest.
Rehearse Again.
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Jim Copacino Presenting and Selling Creative Work
Make sure everyone on the
presentation team has a role.
Banish the incapable.
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Jim Copacino Presenting and Selling Creative Work
Rehearse by yourself.
Tape yourself.
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Jim Copacino Presenting and Selling Creative Work
Howard Schultz
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Jim Copacino Presenting and Selling Creative Work
Know your audience.
Know the room.
Know the technology.
Do your homework.
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Jim Copacino Presenting and Selling Creative Work
To PowerPoint
or
not to PowerPoint?
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Jim Copacino Presenting and Selling Creative Work
Advantages of PowerPoint
> organization
> Professionalism
> Aesthetics (if done correctly)
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Jim Copacino Presenting and Selling Creative Work
Disadvantages of PowerPoint
> Room is dark
> Audience eyes on screen
> High boredom potential
> High ugly potential
> Adds Techno-Stress
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Jim Copacino Presenting and Selling Creative Work
How To Use PowerPoint Well:
Think of every slide as an ad
(language, color, design, simplicity)
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Jim Copacino Presenting and Selling Creative Work
How To Use PowerPoint Well:
Slides as notes, not teleprompter.
Dont read every word.
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Jim Copacino Presenting and Selling Creative Work
How To Use PowerPoint Well:
Brand the PowerPoint
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Jim Copacino Presenting and Selling Creative Work
How To Use PowerPoint Well:
Use plain English not bizspeak.
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Jim Copacino Presenting and Selling Creative Work
Alternatives to PowerPoint:
> Flip Chart
> Mood Cards
> nothing
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Jim Copacino Presenting and Selling Creative Work
What Ive learned from
years of mistakes:
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Jim Copacino Presenting and Selling Creative Work
Start with a theme.
Return to it often.
Return to it often.
Return to it often.
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Jim Copacino Presenting and Selling Creative Work
Introduce the Agenda early.
Let people know where they are.
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Jim Copacino Presenting and Selling Creative Work
Encourage discussion
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Jim Copacino Presenting and Selling Creative Work
Ask for feedback:
> Does this make sense to you?
> Have I answered your question?
> Is this worthwhile information?
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Jim Copacino Presenting and Selling Creative Work
Come Bearing Gifts
> Hainan
> Premera
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Jim Copacino Presenting and Selling Creative Work
You dont bring me
fowers anymore.
(Treat every presentation to current
clients like a new business pitch.)
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Jim Copacino Presenting and Selling Creative Work
Find a way to break the ice
without breaking your credibility.
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Jim Copacino Presenting and Selling Creative Work
If youre not interested in
your topic, who will be?
> Show excitement, passion
> Dont be too hip for the room.
> Hokey is oK (to a point)
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Jim Copacino Presenting and Selling Creative Work
Whats your frst line?
Whats the headline
of the presentation?
Against The Odds
(Why C+F should be your agency)
Presentation to Casino Snoqualmie
February 15, 2008
No casino experience
Not the biggest agency
We havent worked with you before
We have 60 minutes to convince you that these
disadvantages are in fact reasons to hire us.
Against The Odds
Introduction to C+F 1.
Three Brief Case Histories 2.
Casino Snoqualmie: 3.
Our Initial Thoughts
The Next 90 Days 4.
Initial Creative Thinking 5.
Q+A 6.
Agenda
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Jim Copacino Presenting and Selling Creative Work
Use language that demonstrates
youre putting yourself in the
clients shoes:
> If this were my money
> Its in your best interest to
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Jim Copacino Presenting and Selling Creative Work
Versus
This is the most random
commercial Ive ever worked on.
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Jim Copacino Presenting and Selling Creative Work
Eschew arcane polysyllabic argot.
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Jim Copacino Presenting and Selling Creative Work
Remove the proscenium.
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Jim Copacino Presenting and Selling Creative Work
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Jim Copacino Presenting and Selling Creative Work
Move around.
Involve the audience.
Make eye contact.
Dont be a prisoner of your notes.
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Jim Copacino Presenting and Selling Creative Work
Mood Boards or Key Visuals.
Avoid Storyboards.
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Jim Copacino Presenting and Selling Creative Work
Write the copy. Every word.
Read it with feeling.
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Jim Copacino Presenting and Selling Creative Work
Size your materials for the room.
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Jim Copacino Presenting and Selling Creative Work
Share your treasures.
Have them touch and feel the work.
Break the plane.
never show work on PowerPoint!
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Jim Copacino Presenting and Selling Creative Work
Exceed their expectations.
Fill the room.
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Jim Copacino Presenting and Selling Creative Work
Anticipate questions, objections.
Prepare answers.
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Jim Copacino Presenting and Selling Creative Work
Listen to the audience.
Process.
Dont be too quick to rebut.
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Jim Copacino Presenting and Selling Creative Work
Showing youve listened doesnt
mean you agree.
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Jim Copacino Presenting and Selling Creative Work
Know when to hold em.
Know when to fold em.
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Jim Copacino Presenting and Selling Creative Work
Sometimes the client is right.
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Jim Copacino Presenting and Selling Creative Work
Dont ever, ever forget:
Sometimes the client is right.