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Selling Creative WorkThis course is designed specifically to help Advertising Agencies to present creative work to clients in a way that maximises the chance of the client buying the work. The course offers some valuable insights into the clients' view of the creative presentation meeting, both in terms of how clients feel at these meetings and also the evaluative processes that some of them use. Interestingly, the biggest single criticism that some eighty clients who were researched had of agencies' creative presentations was that they failed to bring the work to life or sell it! The course combines highly actionable theory with a high level of practical exercises in order to help participants to bring creative work to life and to sell it in such a way that the client is given the confidence to buy it. The process of selling work well is broken down into its component parts - positioning the idea, presenting it, and summarising its strengths. The course also includes two original presentations, one of which can be used to help to persuade clients that emotional communication can be as commercially valuable as rational communication, whilst the other helps to distinguish between advertising idea and execution. The course is extremely cost efficient. A number of London agencies have calculated that, given the time and overhead costs of producing a single creative idea to script stage, if just one of the participants on the course is able to sell one script in the twelve months following the course that they otherwise would not have sold the entire course has been paid for several times over. Cost & Venue2 day course for a maximum of 8 people = £8,150 + VAT The course fee does not include travel (Business Class where relevant), overnight accommodation, and subsistence which we will arrange for ourselves, nor does it include a meeting room and all necessary technical equipment which should be chosen and booked by the client. Courses held outside the UK may attract a premium. Please ask for a quotation.
Client Comments"It would be wonderful if this seminar was not only given to 2-3
people per agency but on a general basis to each agency!" “There should be a question on this page asking what I liked most
and my answer would be: it’s INSPIRING!!” “His general respect for his audience as well as his amazing content
had my attention glued.” “Very clear and well explained by someone who is clearly extremely
passionate about advertising – it reminded me of why it is good
to work in this industry.” "I now feel much more confident about presenting
creative work. I feel enlightened re: selling work in a logical way.
I'm much more aware
of how the clients feel and what they're looking for. It surpassed my
expectations. Roger
was brilliant; the 2 days were very challenging, extremely interesting
and I don't think I could have attended a better course than this." "Roger Clayton was excellent... massively impressive... he's done
it all at the highest level." "This course ought to be practically mandatory for Reps! There
is a lesson here for everyone, in every department, at every level, in
JWT." “The course was fantastic – particularly
as we were a small group. Roger Clayton is an inspiration. He made learning
a joy and his
manner and the way he thought helped me take so much away with me." “You certainly have a believer in me. Thank you so much for an
enlightening course. I’ll be back!” "A very big "thank you" for
what I found an extremely enjoyable and enlightening course. To have
the opportunity of two days
exposure to someone of your calibre and with your skill and passion for
the business was a real privilege." “Brilliant course Roger, I learnt a lot. Thanks again.” “Everybody really enjoyed the course tremendously and can’t
stop talking about it.” “I can most definitely do a better job, because I won’t
make certain mistakes anymore and I learnt so many new things. I really
do have all the tools now to do a good creative presentation/sell. (Thanks
a lot Roger!)"
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