When you have a story to tell, you usually just tell it. But
in advertising, you have to tell it multiple times—to your partner, to your
team, to your client, to your director—before you finally tell it to your real
audience.
If those first tellings don’t go well, that final telling
will never happen. So don’t overlook those first tellings. Give a lot of
thought to how you’re going to bring the story to life for your client, in
particular. They should be as engaged by your telling of the story as they will
be by the final execution.
Too often I see ideas that could be great fall flat in meetings because nobody gave any thought to how to present the idea. Or maybe they didn’t think the idea needed anything more than to be read from a paper. Ideas do not sell themselves. Stories sell ideas. So tell a good story, each time you tell it.
Too often I see ideas that could be great fall flat in meetings because nobody gave any thought to how to present the idea. Or maybe they didn’t think the idea needed anything more than to be read from a paper. Ideas do not sell themselves. Stories sell ideas. So tell a good story, each time you tell it.