In the traditional ad business, we’re always reminding our client that consumer behavior is not rational.
We lecture them on emotion as a factor on buying decisions and brand preferences.
We explain to them that an ad is not a court case in which the best argument wins.
90% of my time is invested in coming up with ideas, once the client agrees on one of our ideas, that is when my job really begins.
The remaining 10% of my job is implementing that idea.
A poor strategy is virtualy impossible to work from. The three biggest culprits in a poorly devised strategy statement tend to be:
1.) the non-single-minded proposition
2.) the lack of credible suppot points
3.) the undefined target audience.
Free pitching is never going to go away. It’s always going to be the tool of last resort for the outsider, the student, those trying to build experience, or somebody who just wants to take a flyer on a long shot.