If you present creative work, you have to do something to protect it from going down in flames. These are simple and effective tips on how to present work, anticipate client questions, and make yourself look smart.

1. Techniques for better
creative presentations

2. a.k.a.
Presenting work so
they’ll buy it.

3. Imagine your audience
understands nothing

4. They don’t. So you have to tell them.

5. Always recap the
creative brief.
Especially the net
takeaway.

6. “You should buy a Tacoma Guitar because it will
inspire you to write/play authentic stories.”

7. Logistics: Show and tell what‘s
on the layout. All of it. Every bit.

8. Read every headline and
subhead aloud.

9. Explain the visual.
Even if it’s a tight comp.

10. Explain the story behind the layout,
color and
typographic choices.

11. Images require love
and explication.

12. Give a short
précis of the
voice & tone
as well as
copy
content.

13. Bullet-proof your concept. 75% of questions
be anticipated.

14. Bask in the glory once they get it.

15. Thanks for spending
your day with us.
Cynthia Hartwig, CD of Two Pens
cynthia@twopens.com
@TwoPens2
Larry Asher, CD of Worker Bees
larry@workerbees.com
@larry_asher @WorkerBees