Some of us have been saying it all along. Peter Guber, author of the new book Tell to Win, argues that
…humans simply aren’t moved to action by “data dumps,” dense PowerPoint slides, or spreadsheets packed with figures. People are moved by emotion. The best way to emotionally connect other people to our agenda begins with “Once upon a time…”
This applies as much to how you communicate with a client as it does to the consumer. Believe it or not, they are both humans driven by many of the same things in life, needing similar inspiration. A client needs to be as enchanted as the consumer. Or provoked. Or shocked. Or whatever your advertising sets out to do. Ideally, don’t feed back meaningless information about target market demographics, rather show a video you’ve created that’s intriguingly shot and gets said market to speak their mind. See where they live, hear their music, make the connection. Always give more than you receive. Bring the brief to life. Whether you use poetry, film, photography, music, dance or a combination of all of these, your presentation can be as interesting as, hopefully, the creative ideas you are hoping to sell.