The Unproven & Unapproved Methods for Selling a Great Idea

In my long career in advertising, I've had a significant number of interns ask me what they needed to do to become a successful copywriter. I told them that writing isn't a process, it's an attitude. There is a story to tell, and you're the best person to tell it. You either possess that kind of arrogance, or you don't. I've met two interns who had the arrogance. The rest went on to do something else.

If this is true, then what can you learn from this LinkedIn article? Probably nothing. After all, what works for me probably won't work for you. But I can say that the arrogance that sustains me as a writer also assists me in selling ideas.

You're Sharing A Vision, Not Negotiating a Surrender

How many times have you approached a client with a pile of ideas by sitting across from him or her at a table? Already, you've set an adversarial mood. The natural response is to resist. When I present an idea, I try to sit alongside the client and share the idea with them. When you share an idea, the idea is no longer mine, it's ours. People would rather be part of a good idea than simply green light one.

You Know Who's Idea It Was (And That's Enough)

Let's take that last paragraph a step further. The key to getting everybody on board with a creative idea is to make people believe that the idea originated with them. This is as easy as beginning a pitch with, "Phil said 'free checking isn't free' and that got me thinking..." Suddenly, the idea I spent hours honing has become Phil's idea. If the idea can only become real with Phil's blessing, then it's okay that Phil tells everybody at the office that the idea was his. You know it was your idea, and that's enough.*

It Only Takes One Negative Person to Deep Six a Good idea

Creative ideas are often presented in rooms full of people who don't generate creative ideas. It's fine. They're great at other things. That doesn't mean it's fair that they get to decide whether your hard work lives or dies. It's just the way it is.** Try to identify the Negative Person before you go into the pitch, and make them your confederate. Complement their shirt. Bring them a coffee. Perhaps even show them the idea before anyone else sees it – an exclusive sneak peak. Because all it takes is just one sourpuss to say, "Yeah, but how does this concept translate to Facebook?" and you're dead.

Of course, adhering to these subheads does not guarantee you will sell your idea. Maybe sitting in front of a client like you're visiting a relative in prison is the best way to share a concept, what do I know? I've just been doing this for three decades.

* I once worked for an ad agency that had a mantra: A good idea doesn't care who had it. That's all well and good, but when your performance review comes up, you better damn sure remind the people in the room who has all the good ideas.

** In my thirty years of advertising, not once have been asked to weigh in on a media plan.

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Jeremy Harper is Chief Instigator for Storm The Castle Creative and wise veteran of the advertising community.