No matter how good your creative is if there is no emotional connection between product and consumer/client then chances are they aren’t going to buy it.

For an agency finding that connection can be a never ending quest. “Just Do It” is a phrase that has haunted agencies around the world since the 70’s as every client wants what Nike has and doesn’t understand why it isn’t an easy task to replicate that success. On the flipside sometimes it just clicks and generally it is the first idea you have which is the best, then comes the really hard part… trying to sell it in.

Advertising is all about the pitch, whether it been in the boardroom between agency and client or between the consumer and whatever form of advertising they are interacting with. The pitch can make or break a sale and most people in the business agree to make people really stand up and listen you need to tell a great story.

People love real-life stories, so telling your client a story about someone who identifies directly with their product including how their product can/will help them is bound to win points. A client/consumer needs to see the product in action, and the more exciting and emotive (yes, pour on the sugar) you can make it the better.

Obviously this isn’t the only thing which will “Just do it” for the client or the consumer, however it won’t hurt to invest time in making the product you are trying to sell real.

To round this off here is a bit of “pitch” magic from the TV series Mad Men demonstrating how a great story can really bring a product alive, in this case the Kodak slide projector...

Tim